Product Update

What Happened to Purepotions Skincare After Dragons’ Den?

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

Dragons' Den IndexUpdated 3 July 20266 min read

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Purepotions left the Den in series 10 with no investment and a two hour grilling behind them. The short answer to whether the business survived is yes, and then some: it is still trading today, just under a different name.

The pitch

Natalie Balmond and co-director Weze Hannam pitched in series 10, episode 9. They asked for 90,000 pounds for 15 per cent of the company, putting a 600,000 pound value on the business. The product was a sensitive skincare cream, developed to help with eczema and other reactive skin conditions, made by hand.

By most accounts it was a long, tense pitch, and despite that the Dragons passed. No deal was made. Sensitive skincare is a genuinely difficult category to prove on television in a matter of minutes, since the whole selling point is a slow, cumulative improvement on real skin rather than an instant, visible transformation.

No deal, but not no momentum

What makes Purepotions a useful case study is what happened almost immediately afterwards. Rather than the appearance being the end of the story, the founders say they found retail partners soon after filming, including a listing with Holland and Barrett, one of the biggest health and wellness retailers on the UK high street.

That is the pattern worth noticing. The exposure from being on national television did real work even without a shark's money attached. A no-deal outcome on the show does not switch off the audience that watched it. For a skincare brand aimed at people managing eczema and sensitive skin, a national broadcast in front of exactly that audience can matter more than the equity a Dragon would have asked for in return.

The rebrand to Balmonds

Purepotions has since changed its name to Balmonds. The company says the switch was about making the brand easier to say and recognise, particularly for customers outside the UK who found Purepotions harder to place. Natalie Balmond and her three daughters remain at the centre of the business, working across different parts of it.

The practical side of the switch was handled cleanly. Traffic from the old purepotions.co.uk address now redirects to balmonds.co.uk, emails forward automatically, and the phone number has stayed the same. For a small, family-run skincare company, that is a tidy way to carry years of goodwill into a new name rather than starting from zero.

Rebrands like this are common among older independent brands once they start selling internationally, since a name that reads clearly in the UK can be awkward in other markets, whether that is pronunciation, spelling, or simply not translating the intended meaning. Anchoring the new name to the family surname is also a natural move for a business that has always put the Balmonds at the centre of its story.

Is Purepotions still in business?

Yes, under the Balmonds name. The company still makes its skincare products by hand, still centres its story on the Balmond family, and still sells directly to customers through its own website. It is a smaller, independent operation rather than a mass-market chain brand, which tracks with how it has always described itself.

If you are looking for the sensitive skincare cream from the original pitch today, search for Balmonds rather than Purepotions. The formula and the family behind it have carried straight across, and returning customers who remember the old name are generally pointed straight to the right products once they land on the new site.

Where things stand now

Purepotions pitched for 90,000 pounds and 15 per cent in series 10, got no offer from the Dragons, and built a retail relationship with Holland and Barrett shortly after the episode aired regardless. Years later the company is still operating, now trading as Balmonds, with the same founders and the same product line at its core.

It is a reminder that a no-deal is a data point, not a death sentence. Purepotions turned a rejected pitch into a lasting business, just one that now answers to a different name. If a search brings you here looking for the brand from series 10, Balmonds is exactly where that trail ends up, and the eczema-friendly formula that impressed viewers over a decade ago is still the product at the centre of the range.

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See the full Purepotions Skincare deal breakdown and term sheet →