Product Update

Is The Natural Play Makeup Company Still in Business? (2026 Update)

Is The Natural Play Makeup Company from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy The Natural Play Makeup Company today.

Dragons' Den IndexUpdated 26 June 20266 min read

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The Natural Play Makeup Company pitched non-toxic play make-up for children to the Dragons, asking for £75,000 for 20 percent of the business. If you found this page wondering whether the company is still around to buy from, the short answer is yes, it is still trading and still selling its full range.

The Short Answer

The Natural Play Makeup Company is still in business. It sells directly through its own website, with a full range of mineral-based play make-up products for children, and it continues to be actively marketed to parents through social media.

The company does not currently sell through Amazon, which is a common choice for a children's cosmetics brand built on trust and ingredient transparency: parents researching a product for their kids often prefer to buy from the source rather than a third-party marketplace listing.

The Dragons' Den Pitch

Founder Kitty Auguste appeared in Series 21, Episode 11, in the Kids & Education category. The idea started from a personal need: she was looking for a make-up kit her own daughters could play with that would not put harsh chemicals near their skin, and could not find one that met her standards, so she built one herself.

The ask was £75,000 for 20 percent of the company, valuing the business at £375,000. The product range is formulated without parabens, talc, synthetic fragrances, SLS, phthalates and several other ingredients commonly found in cheaper play make-up sets aimed at children.

What Makes the Product Different

Play make-up aimed at children is a crowded, low-cost category dominated by mass-market toy brands, most of it not designed with the same ingredient scrutiny as adult cosmetics. The Natural Play Makeup Company's pitch leaned on that gap directly: a hypoallergenic, UK-made range formulated specifically for young, delicate skin, rather than a downgraded version of adult make-up repackaged for kids.

That kind of ingredient-led positioning tends to resonate with a specific, engaged parent audience willing to pay a premium for reassurance, even if it is a smaller total market than the mainstream toy aisle.

Life After the Den

Since the episode, the company has kept building its product range and its retail partnerships, appearing in listings alongside other children's brands through independent kids' retailers, and maintaining an active presence on its own site and social channels. That is the kind of steady, unglamorous continuity that matters more for a niche parenting brand than any single viral moment.

There is no public indication the company has run into difficulty since its Dragons' Den appearance. Everything available points to a small, focused business that has kept its product line current and kept selling.

Where Things Stand Now

The Natural Play Makeup Company pitched in Series 21 for £75,000 at 20 percent, offering a hypoallergenic, UK-made play make-up range built for children's skin. Since then, it has continued selling directly and building out its retail presence.

The verdict is that the business is still trading, still making and selling its products, and still aimed squarely at parents who want a safer alternative to mainstream children's cosmetics. If you were wondering whether it made it past the cameras, it did.

Where to buy The Natural Play Makeup Company

Still selling as of 26 June 2026. Check today's price and availability.

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See the full The Natural Play Makeup Company deal breakdown and term sheet →