The pitch
What walked into the Den
Katy Foxcroft and Gillian Robson brought Tancream to Dragons' Den in season 17, which aired in 2019.
In the pitch, Tancream asked the Dragons for £75,000 for 25% of the business, valuing the business at about £300,000.
After the show
What happened next
On air, Tancream agreed a deal of £75,000 for 25%, backed by Touker Suleyman and Sara Davies. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Katy Foxcroft and Gillian Robson asked two Dragons to accept £75,000 for 25% of Tancream, and both agreed at those exact terms. That fixes the sunblock-and-moisturiser brand's valuation at £300,000 and leaves the founders holding three-quarters of the business between them.
Touker Suleyman and Sara Davies co-investing is a pairing that leans commercial: his retail and manufacturing background alongside her consumer-brand experience is the sort of combination that suits a product fighting for space in a crowded beauty aisle. No extra equity had to be surrendered to close, which is a founder-friendly result.
Two Dragons, the asking price, and three-quarters retained.
