Dragons’ Den TrackerWhat Happened to Optiat (renamed UpCircle) After Dragons’ Den?
Optiat (renamed UpCircle) appeared on Dragons’ Den in 2018, Series 16 Episode 3. The business was a sustainable skincare products.. They secured investment from Tej Lalvani and Touker Suleyman on the show. The business is still active today.
The Pitch
Anna and William Brightman walked into the Den in 2018 with a sustainable skincare products.. They were asking for £50,000 in exchange for 30% 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. Tej Lalvani and Touker Suleyman offered £50,000 for 30%, and Anna and William Brightman 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
Optiat (renamed UpCircle) is one of those Den stories that actually lasted. Having appeared on the show in 2018, the business has now been trading for over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.
Is Optiat (renamed UpCircle) Still Available?
Yes. Optiat Ltd appears to still be trading. Companies House records confirm the business is currently active.
Related Companies
If you’re curious about other businesses from the same episode, you might also want to look at Beezer, Pasta Evangelists, Urban Bait. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 09961851
- Registered Name
- OPTIAT LTD
- Incorporated
- 2016-01-20
- Company Type
- ltd
- SIC Codes
- 47750
- Registered Address
- Unit 8, Uplands Business Park, Blackhorse Lane, London, E17 5QJ, England
- Accounts
- total-exemption-full (period ending 2025-03-31)
- Latest Financials
- Total Assets Less Liabilities
- £306705
- Employees
- 26
- Period
- 1.4.24 to 31.3.25
- Officers
-
BRIGHTMAN, Anna
— director
Unit 8, Uplands Business Park, Blackhorse Lane, London, E17 5QJ, England
-
BRIGHTMAN, William
— director
Unit 8, Uplands Business Park, Blackhorse Lane, London, E17 5QJ, England
-
BRIGHTMAN, Anna
— director