Cicely Coops, founder of sustainable haircare company Selkie, was the first person to pitch her business on tonight’s episode of Dragons’ Den.
Based in Amersham, Buckinghamshire, Selkie was founded in 2021. Chemist Cicely pitched her innovative powder-to-liquid haircare brand, created as a more sustainable, natural alternative to the current shampoo and conditioners on the market.
Manufactured by a certified B Corp partner in Europe, Selkie is made from 98% naturally derived ingredients and free from harsh sulphates, silicones and unnecessary additives.
Sold as a powder with a keep-for-life refillable bottle system, it eliminates single use plastic and ships no water, helping to reduce unnecessary transport emissions.
She was seeking an investment of £40,000 in exchange for 12.5% equity.
However Peter Jones and Steven Bartlett undercut the offer of guest Dragon Jenna Meek and Deborah Meaden, offering her the £40k for 10%.
Cicely then suggested that all four Dragons come on board for 5% apiece – effectively £40k for 20% – and they were very happy to oblige.
We caught up with her after the episode aired.
Q: How much notice did you have to prepare for the show?
There isn’t loads of notice and I was working a full-time, demanding corporate job at the time, so it was a mad scramble to pull everything together: the pitch, know my numbers inside and out, our display table set up, an outfit, all of it around a day job.
Q: How did you approach the show?
Two things: nail the pitch, and know your numbers. I practised the pitch until I could recite it in my sleep, and I could probably still do it now. Then I went through every number in the business until I could answer anything they threw at me without hesitating. I’d been a mega fan of the show since I was about 12, so I’d had a long time to imagine what being in there would be like. My attitude was that if an offer came, brilliant, and if it didn’t, I’d still be proud to have done it.
Q: How did you feel heading into the Den?
I felt great, actually, which surprised me. It wasn’t until I was standing in the famous lift, waiting for the doors to open, that it hit me and the nerves kicked in. But as soon as I was in there the adrenaline took over and I loved it! It’s a completely surreal feeling.
Q: Which of the Dragons was the scariest – and the nicest? Why?
Peter [Jones] and Steven [Bartlett] were so engaged with my brand. Jenna [Meek] is a force of nature. Deborah [Meaden] is firm but very fair and I find her incredibly inspiring. If anything she actually scared me the most, but only because I respect her so much, and she’s got a completely no-nonsense way about her. Susie [Ma] was the toughest on me and there were a couple of points I didn’t agree with, but that’s what the Den is for and I’d rather be pushed hard than politely nodded at! The thing that really surprised me was Peter offering me a better deal than I’d asked for. That never happens, and coming from someone like him, an absolute icon and an incredible businessman, I could hardly believe it!
Q: Why did you take the investment offered?
I’d focused so much on the pitch that I hadn’t given much thought to how many Dragons I actually wanted. It felt like a silly thing to be worrying about in advance. But once I was in there, getting all four felt like the coolest thing imaginable, so that’s the deal that was agreed.
Q: What was the standout moment of your time in the Den?
Hearing the Dragons articulate the vision back to me. Jenna said this is the future of haircare, which is exactly what I believe, and hearing it from someone with that much talent and experience meant everything.
Q: Is there something you would do differently if you had your time in there again?
Honestly, not much, but I’d think harder about deal structure before I went in. I was so focused on the pitch that I hadn’t considered what shape of investment would actually work for the business, and that’s the thing that mattered most in the end.
Q: How has the business progressed since recording?
Hugely! When I filmed we were very small and I was still in a demanding corporate role, travelling to markets and pop ups at weekends to build Selkie on the side. I look back now and don’t know how I managed it. Shortly after filming I handed in my notice to go full time. Since then we’ve had multiple shows on a TV shopping channel, we’re on a beauty accelerator backed by Boots and TikTok Shop, and the business has grown massively ever since filming day.
Q: What are your plans for the rest of the year and next?
Growth, in two areas. Getting Selkie onto retail shelves across the country, and launching more products that hold to the same principles: no water shipped around the world, no single-use plastic, formulations we can stand behind.
Q: Is there anything else you would like to add?
Only that Selkie exists because of the show, in a way. I had the idea in 2021 while watching Dragons’ Den with my best friend in our shared flat, and four years later I was standing in front of them pitching it. That still doesn’t feel real.