A BUSINESSWOMAN who missed out on a Dragons’ Den investment has had the last laugh by taking the beauty world by storm.
Zara Saleem co-founded Delhicious – an Ayurvedic-inspired, plant-powered skincare brand – in 2019 in her kitchen while on maternity leave, before appearing on Dragons’ Den in 2022.
A businesswoman who missed out on a Dragons’ Den investment has had the last laugh by taking the beauty world by storm
Zara Saleem co-founded her beauty brand Delhicious in her kitchen while on maternity leave and entered the Den in 2022
But despite proving there was interest from the beauty industry in her brand after fulfilling a 110,000 order from Glossybox for her body scrub from her own kitchen, the Dragons decided not to invest in the company.
With Dragons’ Den back on our screens at the moment, with dozens of other entrepreneurs hoping for investment, Zara has reflected on her own experience, telling The Jattvibe: “Overall I left feeling defeated.
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“I was optimistic as I really believed in my brand and idea and even though it was still early in the journey I was hoping the dragons would see my vision too and the way it was blowing up on TikTok meant I was on to something.
“Leaving without even one offer made me feel like a failure. I took it hard at first and it took me a few months to get over it.”
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The Dragons failed to invest in Zara’s brand, but she didn’t give up Credit: BBC
Zara’s brand went viral on TikTok and she now has a wide range of products which are stocked in Superdrug stores
But despite her disappointment, Zara didn’t give up, and a year later, she had expanded the range in various categories of face, lip, body and hair.
Now, as well as going viral on TikTok, Delhicious is stocked in Superdrug stores across the country and online at Holland & Barrett.
Zara said: “It definitely wasn’t a case of retailers knocking on our door straight after the episode aired.
“We had to really work hard and develop more products and grow the brand before we had retailers approaching us.”
The brand now boasts a seven-figure turnover, which is over 1000% growth since Zara went on the show.
Zara, a former school teacher and mum-of-two said: “I pitched 15% for £50k so the Dragons would have made their money back within the first few months, as our sales did explode then.
“We now have a team and also a factory and warehouse, so I went from walking to the Post Office to send out my orders with a baby strapped to me to now having our own fulfilment, which is incredible.
“I’m proud to be carrying on the heritage and recipes of my culture and will keep pushing to be one of the bestselling Indian beauty brands in the UK.”
Dragons’ Den airs Thursdays on BBC One and is available on BBC iPlayer.
