On the evening of February 12, 2026, BBC One’s Dragons’ Den lit up screens across the UK with a fresh episode brimming with entrepreneurial spirit, bold pitches, and a new face in the iconic chair. The arrival of Susie Ma, an acclaimed businesswoman and former The Apprentice finalist, as a guest Dragon brought a notable buzz to the show, while a diverse lineup of founders sought to secure investments that could change their lives.
Susie Ma’s journey to the Den is the stuff of modern business legend. Born in Shanghai, she moved with her family first to Australia and then to the UK in 2002 as a teenager. By age 15, she was selling homemade face scrubs at London’s Greenwich Market, helping her mother make ends meet. According to The Times, this early hustle laid the groundwork for what would become Tropic Skincare—a vegan and ethical beauty brand now valued at around £70 million, with Ma as its sole owner.
Her first taste of television came in 2011 on The Apprentice, where she impressed Lord Alan Sugar, who invested £200,000 for a 50% stake in her fledgling company. Over a decade later, Ma has not only bought out Lord Sugar, but has also paid herself £20 million in dividends in 2025, as reported by The Times. Her business acumen, coupled with her relatable backstory, made her a natural fit for the Den. “I’m here to back the bold—the next generation of changemakers building businesses with purpose, creativity, and courage. Sitting in that iconic chair is a pinch-me moment, and I’m so excited to help brilliant founders bring their dreams to life,” Ma said in a statement to the BBC.
This week’s episode showcased the breadth of British entrepreneurship, with pitches ranging from innovative tech for pet owners to eco-friendly solutions for travelers, and family-oriented consumer platforms. First to face the Dragons were sisters Olivia and Tanyka Davson, founders of Cubbi—a discount platform designed to support new and expecting parents. Pitching while nine months pregnant, Olivia drew on her own experiences of financial strain and isolation during early parenthood, a story that resonated with the panel. The sisters sought £50,000 for a 10% stake in their pre-revenue business, which had already attracted 20,000 social media followers and 12,000 app downloads. Their ambitious projections—£20,000 revenue in year one, scaling up to £5.5 million with £5 million profit by year five—were met with a mix of skepticism and encouragement.
Dragons Peter Jones and Touker Suleyman questioned whether the business’s focus on new parents was too narrow, while Susie Ma, herself a new mum, praised their dedication and vision. The sisters revealed that most of the funding would be used for marketing, especially on platforms like TikTok. After a spirited discussion and some gentle ribbing, Susie Ma offered the full £50,000 for the requested 10% equity, an offer the sisters gratefully accepted. The emotional moment underscored the importance of having investors who understand not just the numbers, but the lived experience behind a business.
Next up were Kate Horne and Louise Nicholson, friends and co-founders of Craft & Crumb, a female-owned baking kit brand that has reimagined family baking with creative subscription boxes and seasonal kits. With five children between them and their products already stocked in 230 Tesco stores, the pair had revenue above £1 million and £66,000 profit last year. Seeking £100,000 for 3% equity, they hoped to scale their business further. While the Dragons commended the brand’s traction and mission, concerns about modest profit margins and valuation led most to bow out. Deborah Meaden summed up the sentiment, saying, “This is a business for you,” declining to invest but wishing them well.
Innovation took center stage when Richard Peter and Erica Pugh introduced CompoCloset, a line of composting toilets designed for RVs, vans, tiny homes, and boats. Their S1 Dry Flush Sealing toilet, described as “waterless, odourless, eco-friendly, compact, and stylish,” breaks down waste with organic matter and seals it in compostable bags. With £700,000 turnover last year and sales in North America, the UK, and parts of Europe, they sought £100,000 for 3% equity. Despite the eco-friendly appeal, Dragons questioned the product’s fit for the caravan industry and the timeline for investor returns. Peter Jones offered the money for 20% equity, but the founders declined, unwilling to part with such a large stake.
The final pitch of the night came from Northumberland brothers Martin and Tomas Rosinski, co-founders of OnlyCat. Their AI-powered cat flap uses a camera and algorithm to detect and prevent cats from bringing prey into the home, locking the flap and sending owners a video alert. The device, retailing at £450 with a £160 manufacturing cost, also features microchip-based access control. Having launched through crowdfunding and generated over £2 million in revenue, they had raised £750,000 in pre-orders at the time of filming. The brothers sought £200,000 for 4% equity, projecting £1.9 million turnover and £339,000 net profit in the coming year.
The Dragons were intrigued by the technology, though some questioned the competitive barrier provided by the proprietary algorithms. Offers came in from Steven Bartlett and Deborah Meaden, each willing to invest £200,000 for 12.5% equity. Touker Suleyman proposed splitting the investment with another Dragon for a combined 20% stake. After some back-and-forth, the brothers accepted Steven Bartlett’s offer, keeping the atmosphere light with a sense of accomplishment.
Outside the Den, the night also brought news from the wider business world. Coleen Rooney, who has been an ambassador for Liverpool-based Applied Nutrition since 2024, increased her shareholding in the company. Founded in 2014 by CEO Tom Ryder and listed on the London Stock Exchange in 2024, Applied Nutrition has seen significant growth and expansion. Rooney expressed her confidence in the company’s future, saying, “Alongside being an ambassador for the business, I had the opportunity to invest in the company and couldn’t be happier with my decision as the business continues to grow. I am excited about the future of the company as it expands into new markets and products and have decided to invest further.”
With Susie Ma’s arrival injecting new energy and empathy into the Den, and a fresh crop of founders daring to dream big, this week’s episode offered a window into the evolving landscape of British entrepreneurship—where grit, creativity, and a bit of luck can turn a spark into something extraordinary.