Dragons’ Den cast shocked by pitcher’s success ‘Turned the tables’

Dragons' Den: Daniel Gray pitches to the Dragons

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Daniel Gray entered the Den in 2019 seeking £70,000 for seven percent of his business, Warpaint for Men. He was able to turn his personal struggle into a successful business turning over £200,000 without any help from the Dragons.

Mr Gray explained to the Dragons that he suffers from body dysmorphia after being bullied in school.

He started using his sister’s make-up to build up his confidence and later realised there was not a make-up brand for men, so he created his own.

During the past six months before he appeared in the Den, Warpaint for men sold over 13,000 products across the world.

He stated that the brand had a turnover of just under £200,000.

The brand launched in 2018 and and has since appeared on ABC news, Fox News, Good Morning America and GQ magazine.

Peter Jones said: “I must say I am blown way by the positioning and the quality of the product and I think you’ve worked really hard to put that together.

“I think you’ve created something that has real potential so I want to make you and offer. All of the money for 20 percent of the business.”

Sara Davies also matched Peter’s offer.

Tej Lalvani was “very impressed” with what Daniel had done. He also offered him all of the money for 20 percent of the business.

Deborah Meaden said she also would offer all of the money but for 15 percent of the business. Theo Paphitis matched her offer.

Overwhelmed by the support, Daniel had to take some time to figure out which entrepreneur he wanted to pair with.

He asked the Dragons if they would be willing to come down on the amount of equity they were asking for as he had originally planned to give away seven percent.

Peter explained that to take Warpaint for Men global, Daniel would need “serious e-commerce assistant”.

He said the he owns a company that takes brands into multiple territories all over the world from an e-commerce perspective.

He continued: “Tej also has a really good contact in Boots so I would be willing to share with Tej and you get two Dragons for the price of one.”

Tej agreed to split the equity with Peter.

However Daniel could not bring himself to give out over 12 percent so asked if they could both take six percent, which they agreed.

Peter said to the Dragons: “I am sitting here shell-shocked for the first time thinking, ‘Hang on a minute, did he just turn the tables on us?’

“Indeed he did,” Deborah responded.

Dragons’ Den is available to watch on BBC iPlayer.

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