The pitch
What walked into the Den
Azio Beauty appeared on Dragons' Den in season 22, episode 9, which aired in 2025, pitched by Jonathan Penna.
In the pitch, Azio Beauty asked the Dragons for £50,000 for 5% of the business, valuing the business at about £1,000,000.
After the show
What happened next
On air, Azio Beauty agreed a deal of £50,000 for 5%, backed by Touker Suleyman. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Five percent. That is all Azio Beauty put on the table for £50,000, and a 5 percent slice at that price implies Jonathan Penna valued the business at a round £1,000,000 walking in. Asks that tight are a statement in the Den, where founders more commonly part with a fifth or more of their company.
He held his line and got it: £50,000 for 5 percent, backed by Touker Suleyman, the deal matching the ask to the penny and the percentage point. This is a season 22 pitch, one of the newest we track, and the number that carries it is that valuation, held intact in a room that usually talks such things down.
A million-pound valuation held, with only a sliver sold.
