Selkie secures four Dragons in £40,000 investment deal
Refillable haircare brand Selkie has secured investment from four Dragons after founder Cicely Coops negotiated a £40,000 deal on BBC's Dragons’ Den.
Coops entered the Den seeking £40,000 in exchange for 12.5% of the company, which makes shampoo and conditioner in powder-to-liquid form, designed to reduce water transportation and single-use plastic packaging.
After guest Dragon Jenna Meek and Deborah Meaden made offers, Peter Jones and Steven Bartlett proposed investing the full £40,000 for a smaller 10% stake. Coops responded by asking Jones, Bartlett, Meaden and Meek to join the business together, with each taking a 5% stake.
All four accepted, resulting in Selkie giving away a combined 20% equity stake in exchange for the £40,000 investment.
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Selkie announced the result on Instagram, adding that the business had built a community of more than 11,000 people by the time its appearance on the show was announced.
Founded in 2021, Selkie supplies shampoo and conditioner powders that customers mix with warm water at home. Its starter kit contains two reusable bottles, while powder refills can be delivered every eight to 10 weeks.
By removing water from the products before distribution, Selkie aims to reduce shipping weight while replacing disposable shampoo and conditioner bottles with a refill system. Each powder refill makes 300ml of product when mixed with water at home.
Selkie is one of several beauty businesses to have appeared on Dragons’ Den, including Tangle Teezer, Albus & Flora, Hair Syrup, My Skin Feels, YUV and Fussy.
