Selkie lands four Dragons in £40,000 haircare deal
What's the deal? Refillable haircare brand Selkie HairDealroom has a profile for this one. Try Dealroom → has secured £40,000 from four investors on BBC's Dragons' Den. Founder Cicely CoopsDealroom has a profile for this one. Try Dealroom → gave away a combined 20% equity stake to Deborah MeadenDealroom has a profile for this one. Try Dealroom →, Jenna MeekDealroom has a profile for this one. Try Dealroom →, Peter JonesDealroom has a profile for this one. Try Dealroom →, and Steven BartlettDealroom has a profile for this one. Try Dealroom →.
How it played out: Coops entered the Den seeking £40,000 for 12.5% of the company. After Meek and Meaden made offers, Jones and Bartlett proposed the full amount for a smaller 10% stake. Coops countered by asking all four Dragons to join together, each taking 5%. Every one of them accepted.
What's the endgame? Founded in 2021, Selkie makes shampoo and conditioner powders that customers mix with warm water at home. By removing water before distribution, it aims to cut shipping weight and replace disposable bottles with a refill system. Its starter kit contains two reusable bottles, and powder refills are delivered every eight to 10 weeks. Each refill makes 300ml of product and ships in plastic-free, recyclable cardboard tubes. The formulas are vegan, cruelty-free, and contain at least 98% naturally derived ingredients.
Why now? Selkie announced the result on Instagram on 21 August 2026, noting it had built a community of more than 11,000 people by the time its appearance was announced.
The signal: Securing all four Dragons gives Selkie a high-profile group of backers for its sustainability-focused consumer brand.
Read more: The Industry.Beauty
Image credit: Generated with Gemini
