On February 12, 2026, BBC One’s iconic business reality show Dragons’ Den returned with a bang for its third episode of the latest series, introducing a fresh face to the panel: Susie Ma, founder and CEO of Tropic Skincare. Viewers tuning in at 8pm were treated to a dynamic night of pitches, innovation, and entrepreneurial grit, as hopefuls from across the UK vied for investment from a formidable group of Dragons.
This episode marked Susie Ma’s debut as a guest Dragon, filling a seat left vacant after Sara Davies stepped away from the program. While some fans may remember Ma from her impressive run as a finalist on The Apprentice in 2011, her business journey has since soared to new heights. According to the BBC, Ma’s Tropic Skincare has grown into an ethical and vegan beauty powerhouse, boasting an annual turnover of £68 million and a network of over 38,000 Ambassadors. Her story is one of remarkable ascent, having started by selling handmade body scrubs at London’s Greenwich Market to help her mother make ends meet. After receiving a £200,000 investment from Lord Sugar during The Apprentice, Ma eventually bought out his share, becoming the sole owner of Tropic Skincare. Her achievements landed her a spot on The Sunday Times 40 Under 40 in 2024, and her appearance on Dragons’ Den was highly anticipated by business enthusiasts and fans alike.
Speaking about her new role, Ma shared her excitement: “I’m here to back the bold – the next generation of change-makers building businesses with purpose, creativity and courage. I’m so excited to help brilliant founders bring their dreams to life.” She joined regular Dragons Peter Jones, Deborah Meaden, Steven Bartlett, and Touker Suleyman to scrutinize a fresh batch of entrepreneurial pitches.
The night’s episode delivered a compelling mix of innovation and real-world problem solving, with four standout pitches that captured both the imagination and the practical needs of modern consumers. Each founder brought their own story, challenges, and unique solutions to the table, hoping to convince the Dragons their business was worth backing.
First up were sisters Olivia and Tanyka Davson, co-founders of Cubbi, a UK-based discount platform designed specifically for new and expecting parents. Their pitch was particularly poignant, as Olivia presented while nine months pregnant, highlighting the realities of balancing family and entrepreneurship. The idea for Cubbi was born from Olivia’s own experience grappling with the financial strain and isolation that often accompany early parenthood. Drawing on her engineering and program management background, she teamed up with Tanyka, who leveraged her decade of communications experience to build the first version of the Cubbi app from scratch—despite having no prior technical background. Their mission is to ease the burden on parents by providing accessible discounts and support, a vision that resonated with the panel and audience alike.
Next, the Den welcomed Craft & Crumb, an independent, female-owned baking kit brand founded in 2016 by friends Kate Horne and Louise Nicholson. Their business is reinventing what “baking together” means for families, offering monthly Bake & Craft subscription boxes and seasonal kits that create genuine “we made this!” moments. From party bags that avoid plastic trinkets to themed baking kits for holidays like Easter, Craft & Crumb aims to spark creativity, celebrate the mess, and prove that together really does taste better. Their pitch emphasized the importance of hands-on family experiences, which struck a chord with the Dragons—especially in an era where many families seek meaningful, screen-free activities.
The episode’s most technologically advanced pitch came from Northumberland brothers Martin and Tomas Rosinski, who presented OnlyCat, an AI-powered cat flap. The inspiration for OnlyCat was Martin’s 15-year-old cat, Jinx, whose habit of bringing home prey in the middle of the night had turned Martin’s evenings into a series of unwelcome surprises. As Martin recounted, “We joke that Jinx is the true founder of OnlyCat now—she’s definitely the reason this exists. If she understands any of it, she’ll be expecting royalties—and extra treats.”
Fed up with being woken multiple times a night, Martin—a technical director—decided to create a solution. He modified a standard microchip cat flap by adding a camera and artificial intelligence software capable of detecting when a cat attempts to bring prey into the house. If the AI spots prey, the flap locks automatically, and the owner receives a notification and photo via their phone. Since installing the prototype in June 2021, Martin says the device has prevented “countless victims” from entering his home. The brothers first launched OnlyCat through crowdfunding, quickly scaling to manufacture in the UK and ship globally. With over £2 million in revenue, they came to Dragons’ Den seeking investment to accelerate manufacturing, expand global distribution, and support further growth. Martin described the pitch as “the most intense pitch we’ve ever done—you’re balancing nerves and adrenaline, but you’ve got to stay clear, calm and credible.”
The final pitch of the evening came from Richard Peter and Erica Pugh, founders of CompoCloset. They introduced the S1 Dry Flush Sealing toilet—a waterless, odourless, eco-friendly, and compact composting toilet designed for RVs, vans, tiny homes, and boats. Their product aims to address the challenges of off-grid living, offering a stylish and sustainable alternative to traditional chemical toilets. As Peter Jones tested the portable toilet on set, the founders emphasized that flushing drinking water mixed with chemicals should become a thing of the past. Their pitch highlighted growing concerns about water conservation and environmental responsibility, tapping into a market of eco-conscious consumers seeking practical solutions for mobile or remote living.
While the outcome of each pitch remained under wraps until the episode aired, the energy in the Den was palpable. Each entrepreneur faced tough questions and scrutiny from the Dragons, who brought their trademark mix of skepticism, encouragement, and business acumen to the table. As Martin Rosinski reflected on the experience, “It was surreal standing in front of the Dragons and pitching. It’s the most intense pitch we’ve ever done… The Dragons are incredibly impressive. Each one brings a different perspective and energy, and you can feel how quickly they’re processing everything you say.”
Susie Ma’s arrival on the panel brought a fresh perspective, particularly given her own journey from market stall to multimillion-pound business. Her commitment to supporting purpose-driven founders echoed throughout the episode, as she listened intently to pitches and offered practical advice drawn from her own experience. As she put it, “I started Tropic from a market stall at 15, and I know the grit, vision and belief it takes to turn a spark of an idea into something extraordinary.”
This episode of Dragons’ Den not only showcased the diversity and creativity of British entrepreneurs but also underscored the importance of resilience, innovation, and purpose in building successful businesses. Whether it was a high-tech cat flap, a composting toilet, a baking kit brand, or a money-saving app for parents, each pitch reflected the changing needs and aspirations of modern consumers. The show continues to inspire viewers every Thursday night, reminding us that with determination and the right support, even the boldest ideas can become reality.