Dragons’ Den Reject Builds £10 Mln Business After Investor Snub
A rejected contestant from Dragons’ Den is now on track to build a £10 mln business, proving that turning down investment can sometimes pay off.
Lucie MacLeod, 24, appeared on the show seeking £190,000 for a 3% stake in her haircare brand Hair Syrup. Despite pitching to high-profile investors including Peter Jones, Deborah Meaden and Steven Bartlett, she left without securing a deal after all six Dragons declined to invest.
MacLeod launched Hair Syrup after experimenting with natural hair treatments as a teenager. What began as homemade remedies quickly gained traction after a viral TikTok video, eventually growing into a thriving business that has sold over one million bottles.
At the time of her appearance in 2024, the company was already generating £4.5 million in annual turnover and valued at £6.5 mln. Since then, sales have surged further, with MacLeod projecting revenues of £10 mln by 2028.
Although the experience in the Den was «overwhelming,» MacLeod has no regrets about walking away without investment. She has since been named to the Forbes 30 Under 30 list, cementing her place as one of the UK’s rising entrepreneurs.
The founder credits the exposure from the show for accelerating her success, with sales reportedly jumping by 66% following the episode’s broadcast. What began as a rejection has ultimately become a launchpad for rapid growth and industry recognition.
