An entrepreneur has estimated her appearance on Dragons’ Den cost her £20,000.
Danielle Close is the founder of Brighton-based My Skin Feels, a vegan skincare brand that ferments rescued organic food waste from the Italian food and drinks industry.
Her appearance in Dragons’ Den was screened in February and saw her secure a £50,000 investment from Deborah Meaden and Gary Neville, although she decided not to progress with either offer.
Close said her appearance in the Den has been transformational, but admitted it came at a cost of £20,000.
The breakdown included £3,600 in stock lost during the production process and £4,000 in extra staffing around the episode.
The £20,000 cost also included:
• £500 on a speech coach to help her prepare for her pitch
• £3,000 per month on a PR team in the months around the show
• £500 on set build and props, including signs, plinths and boxes
• £250 on an outfit and shoes
• £150 on hair and makeup for the day
• £700 in product for the BBC and the Dragons
• £500 on last-minute website updates ahead of airing
• £1,000 on a watch party with family and friends
• £150 on a branded celebration cake
Despite the investment, Close is clear it paid off. She said: “1,000 per cent. It’s the cheapest, biggest marketing activation we will probably ever do – and we’ve learned so much.”
Founded to tackle one of the beauty industry’s biggest challenges, waste, My Skin Feels creates high-performance, vegan skincare using rescued food by-products.
250% growth
The brand has grown rapidly, achieving 250 per cent year-on-year growth and launching into all 15 Credo Beauty stores across the US, alongside early distribution with Whole Foods, all while being run entirely by Close as a solo founder until now.
Her appearance on Dragons’ Den marked a turning point, not just commercially but personally. “I loved every second of it,” she said. “The only really nerve-wracking bit was waiting for the elevator doors to open, but once I stepped out, it felt like a performance.
“I want My Skin Feels to become a household name and a leader in the conscious beauty movement. We want to prove you can build a profitable, long-lasting brand with sustainability at its core.”