Dragons’ Den Tracker

The Pitch

Kitty August walked into the Den in 2024 with a children's make-up. They were asking for £75,000 in exchange for 20% 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. Deborah Meaden offered £75,000 for 20%, and Kitty August 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

The Natural Play Makeup Company is one of those Den stories that actually lasted. The company has now been trading for around 2 years since the pitch.

Is The Natural Play Makeup Company Still in Business?

Yes. The Natural Play Makeup Company 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 Time:O:Stat, Ezidrops, Cheeky Nibble. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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United Family Fronts! | Best Family & Creative Pitches | Dragons’ Den Compilation (at 21:23)

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The Natural Play Makeup Company Wants To Bring Eco & Skin Friendly Makeup To Kids | Dragons' Den