The pitch
What walked into the Den
Three members of the Irvine family, Debbie, Lindsay and Kelsey, brought Birch Babe and its small-batch natural skincare to season 20, episode 12.
Went in wanting $400,000 for a slice of 20 percent, an implied price of $2,000,000.
After the show
What happened next
The pitch ended in a deal at $400,000 for 25 percent, five points more equity than the family opened with.
The storefront is unmistakably active, with products from $20 to $72, working add-to-bag buttons, bundles and free-gift thresholds, all the signs of a running shop.
Our read
The Hub verdict
The ask sits in believable territory for a family skincare brand: $400,000 against a fifth of the business, a $2 million price with the founders keeping a clear majority. Two Dragons wanted in at the same terms, $400,000 for 25 percent, and neither would move when the family tried to split the difference at 22. A competitive room that still holds its price tells you the panel liked the operators and knew it had the leverage. The founders took the 25 percent, and the storefront is unambiguously live, with products from twenty to seventy-odd dollars and working bundles.
Two Dragons bid the same; founders took 25 percent
