DRAGONS’ Den fans were floored by the bold brother-sister duo Alex and Nicole on last night’s episode of the business reality show.
The pair were lauded for “slaying the dragons” as they rejected one £50,000 offer straight off the bat and entered into negotiations with two other dragons.
Dragons Peter Jones, Deborah Meaden, Sara Davies, Steven Bartlett and Touker Suleyman returned to screens last night for the second episode of the show’s 21st season.
First up on the show was energetic brother-sister duo Alex Nicolaou and Nicole Stanton, who were there to ask for investors for their eco-friendly skincare line Nini Organics.
They asked for £50,000 in exchange for 10% equity in their company, which prides itself on being an “alternative” brand as it only uses “active and natural” beauty ingredients.
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The idea for Nini Organics was born when the pair were teenagers.
Alex explained: “When I was 16 I suffered from severe acne. My confidence was knocked and my positive shining light was dimming. After a strong dose of Roaccutane, my acne cleared up but my skin was left in bits – sensitive, dry and weak.
“It was not until I discovered natural beauty that my skin and life changed for good.”
This inspired Alex to train as a formulator and later join forces with his sister to create Nini.
Now the pair want to take Nini to the open market, with stores like Space NK and Selfridges in mind. They would like to see Nini Organics becoming a spa brand, competing with market leaders like Aveda.
However, Peter quickly stopped them in their tracks, pointing out home competitive the market is. “I’m going to challenge you. I don’t think you have a chance in hell,” he said.
Meanwhile, Steven criticised the packaging and said the brand can do more to distinguish themselves from competitors. “The most powerful story you can tell about this brand is the story you told about where it came from. And then it will make us feel something,” he said.
When the time came to make offers, Sara immediately spoke up.
“Alex, Nicole, I would love to invest in you two. You are so much fun and I would absolutely love working with you.
“However, I just have zero appetite for the enormous journey you’re going to have to go on. Please don’t underestimate it. To make a breakthrough in this market … it’s going to take an exorbitant amount of work.” she warned, taking herself out of the running.
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Deborah quickly agreed. It was Peter who was first to put an offer on the table, offering Alex and Nicole all of the money for 20% of the business.
Steven made the same offer, highlighting his marketing expertise to help drive their brand forward. Meanwhile, Touker also wanted a piece of this business and made the same offer of £50,000 in exchange for 20% equity.
This left Alex and Nicole with three offers to consider, but the pair broke the mould immediately, outright rejecting Touker’s £50,000 offer and diving into negotiations with Steven and Peter.
Addressing Steven and Peter, Nicole proposed a different arrangement. She said: “We did just want to ask if you two would be willing to go in together. Just because you do both such different things. And I think combined you could really help to grow the business if you did half the money for 10% each.”
The dragons immediately agreed to the deal and got up to celebrate with their new business partners.
Dragons Den fans were floored by the exchange and quickly took to X, formerly Twitter, to discuss.
“I loved their energy,” said one viewer.
“I am loving Alex and Nicole,” another agreed.
A third said: “Love these guys and their skin looks awesome. I’d invest.”
While another commented on their “amazing” negotiation skills and a fifth praised: “well done for slaying the dragons!”
The new series Dragons’ Den will continue next Thursday. Over the course of the season, viewers will be treated to an appearance by Gary Neville as a guest dragon. The former footballer-turned-businessman co-owns Salford City, a production company, and two hotels.
Dragons’ Den continues next Thursday at 8pm on BBC One.
