Dragons’ Den TrackerWhat Happened to Azio Beauty After Dragons’ Den?
Azio Beauty appeared on Dragons’ Den in 2025, Series 22 Episode 9. The business was a luxury skincare range. They secured investment from Touker Suleyman on the show. The business is still active today.
The Pitch
Jonathan Penna walked into the Den in 2025 with a luxury skincare range. They were asking for £50,000 (with an additional 50,000 loan in the future) in exchange for 5% of the business.
The pitch landed well enough in the Den that at least one Dragon decided to back it.
The Deal
A deal was struck on the show. Touker Suleyman offered £50,000 (with an additional 50,000 loan in the future) for 5%, and Jonathan Penna accepted.
It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.
What Happened After the Show
Azio Beauty is one of those Den stories that actually lasted. The company has now been trading for around 1 years since the pitch.
Is Azio Beauty Still in Business?
Yes. Azio Beauty appears to still be trading.
Related Companies
If you’re curious about other businesses from the same episode, you might also want to look at Prsnt, DabbaDrop, Fidget-T. Each has its own story of what happened after the Den.
