My Skin Feels poised for growth as it secures double investment on Dragons’ Den

Brighton-based brand My Skin Feels secured investment on last night’s episode of BBC’s Dragons’ Den, winning over Dragons Deborah Meaden and Gary Neville.

Founder Danielle Close walked away with a £50,000 joint investment in exchange for 20% equity, marking a "significant milestone" for the sustainable skincare brand.

With over 15 years of experience in the beauty industry - including helping to launch Charlotte Tilbury - Close founded My Skin Feels out of frustration with the wastefulness and complexity of the skincare sector.

The brand transforms rescued food waste into high-performance, microbiome-friendly skincare products, including a cleanser and moisturiser.

Its range is made from by-products of organic tomato ketchup, olive oil, breakfast oats, and orange juice manufacturing. These ingredients are fermented and reformulated into skincare products suitable for sensitive and eczema-prone skin.

A self-confessed fan of Dragons’ Den, Close described the experience as "one of the most thrilling of my life".

She added: "How often do you get to share your story with the world? I have watched this show for years, in awe of the entrepreneurs who put themselves in the firing line for their passion and business. I’m honoured to now be part of the DD tribe."

As a female entrepreneur, Close particularly hoped to win over Deborah Meaden.

"Not only is Deborah deeply passionate about sustainability, but she immediately understood both our challenges and our successes. She knew of Credo, our US retail partner, which showed me she really understands clean beauty. That level of knowledge was incredibly important to me in choosing an investor," said Close.

She also praised Gary Neville, adding: "Gary is such a strong advocate for hard work and a genuine ally for women in business. I’d seen him speak at Fearne Cotton’s Happy Place festival (which we exhibit at every year) and anyone Fearne backs has to be a good egg, in business and in life."

In the Den, Close initially asked for £50,000 for 10% equity. Several Dragons made offers - including Peter Jones, all seeking 20% equity. After negotiating, Close accepted Deborah and Gary’s joint offer of £50,000 for 20%, with both keen to be actively involved in scaling the brand.

Since its launch, My Skin Feels has achieved 250% year-on-year growth, entirely founder-led until now. The brand is currently stocked in all 15 Credo Beauty stores in the US and has secured early distribution with Whole Foods.

Looking ahead, My Skin Feels is preparing new product launches for 2026, conducting clinical trials, and expanding community education around food waste in beauty.

"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," said Close.

My Skin Feels follows a number of beauty brands that have appeared on BBC's Dragons’ Den. Fellow skincare brand Faace previously secured a triple investment, while the founders of detangling hairbrush brand Manta walked away from the Den empty-handed - not for lack of interest, but by choice, after turning down multiple offers.

London-based beauty tech company Yuv also made headlines with a record-breaking appearance on the show last year, securing the highest valuation and investment offer in the programme’s history.

Meanwhile, natural deodorant and personal care brand Fussy secured a double investment after a successful appearance on Dragon's Den in 2022.

Read TheIndustry.beauty's interview with Danielle Clementina Close, founder of My Skin Feels.