Product Update

What Happened to Bloomtown After Dragons’ Den?

Bloomtown left the Den without a deal. Here is what happened next: how the pitch went, why the dragons passed, and where Bloomtown is today.

Dragons' Den IndexUpdated 4 July 20266 min read

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Bloomtown pitched palm oil free skincare in series 16 and left without a deal. The short answer is that it did not need one. The brand is still trading today, and by its own account the show is still one of its biggest sources of customers.

The pitch

Bloomtown appeared in series 16, episode 15, asking for 70,000 pounds in exchange for 20 per cent of the company, a 350,000 pound valuation. The pitch centred on the brand's position as the UK's first independently certified palm oil free skincare company, built around vegan, cruelty free body and face products, aimed squarely at shoppers who had grown more conscious of what actually sits behind an ethical claim on a label.

Palm oil is a genuinely contentious ingredient in cosmetics because of its links to deforestation, so building a certified palm oil free range gave Bloomtown a clear point of difference in a crowded skincare market. Independent certification is the key word there. Plenty of brands claim to avoid an ingredient without any third party checking the supply chain, and Bloomtown built its whole pitch around having that verification in place.

No deal, but a bigger audience

None of the Dragons invested, but the founders have been open about the fact that the appearance still paid off. According to the company, more than 30 per cent of its current customer base can be traced back to the exposure from that single episode.

That is a meaningful figure. It means the Den effect for Bloomtown was not a short-lived spike around broadcast night, it became a durable chunk of the customer base years on, which says more about the product holding up under scrutiny than it does about the pitch itself. A brand only keeps that share of Den-originated customers if the product they bought after watching actually performed once it arrived.

Where Bloomtown sells today

Bloomtown runs its own website with an active product range spanning body and face care, and it has built a stockist list well beyond its own site. The brand's products have been carried by Monsoon, Not On The High Street, the National Trust, the Eden Project and the Royal Horticultural Society, a spread of retail partners that spans fashion, gifting and heritage attractions.

That kind of stockist mix, particularly the National Trust and RHS, suggests a brand that has positioned itself successfully in the ethical and gifting end of the skincare market rather than trying to compete head-on with mass-market names. Heritage and conservation retailers tend to vet suppliers carefully on sustainability grounds, so being carried by both is a reasonable proxy for the brand's ethical claims standing up to scrutiny beyond marketing copy.

Is Bloomtown still in business?

Yes. The company's website is live, its product catalogue is current, and its social channels show ongoing activity. It also continues to promote its Dragons' Den appearance directly on its own site, which is not something a business does if the association has stopped being useful.

Between the direct site, the stockist network, and the certified palm oil free positioning, Bloomtown looks like one of the steadier no-deal survivors from its series.

Where things stand now

Bloomtown asked for 70,000 pounds for 20 per cent in series 16, got no offer, and built a lasting business anyway on the back of the exposure alone. Today it sells through its own website and a genuinely broad set of stockists, with a certified palm oil free position that still sets it apart.

If you are wondering whether the brand from that episode is still around, the answer is straightforwardly yes, and its own numbers suggest the Den appearance is still paying dividends years after the broadcast, long after most single-episode exposure bumps would normally have faded. For a company that walked away with nothing from the Dragons themselves, that is about as strong a vindication of the original pitch as a founder could ask for.

Where to buy Bloomtown

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See the full Bloomtown deal breakdown and term sheet →