Trinny Woodall, the renowned fashion guru and entrepreneur, made waves on Dragons' Den when she chose to invest £50,000 for a 4% stake in the eco-friendly cleaning product brand, Seep. Her decision has been met with excitement, reflecting her belief not just in the product, but also in the growing narrative of women supporting women in entrepreneurship.
Fresh from her success in the beauty industry with her brand Trinny London—which she founded from her kitchen table and has since grown to be valued at around £180 million—Woodall is now stepping onto the set of BBC's Dragons' Den. Here, she joins the ranks of established investors including Deborah Meaden and Peter Jones, aiming to lend her entrepreneurial spirit to up-and-coming businesses.
On January 30, 2025, during the show’s latest episode, Laura Harnett, the founder of Seep, presented her pitch. With tears of emotion and determination, Harnett articulated her mission to revolutionize the cleaning industry by offering plastic-free alternatives to common household products like sponges and cloths. "When I found out Trinny was going to be a guest judge... it felt like the biggest opportunity ever," Harnett shared, underscoring the significant impact Woodall has on her confidence.
Seep is not just another startup; it has emerged rapidly since its launch in 2020. The eco-conscious brand, rooted deeply in Harnett’s commitment to sustainability, is projected to reach revenues of nearly £2 million by 2024, with over one million eco sponges sold to date. Harnett’s vision is clear: to prevent one billion plastic cleaning products from ending up in landfills by 2030. Her backing is set to bolster Seep’s retail distribution and escalate awareness of the need for sustainable cleaning alternatives.
Woodall has often expressed her admiration for entrepreneurs willing to challenge the status quo. "I connected with Laura’s drive and determination to create ... to disrupt an established category," she noted. This personal connection likely made the decision to invest easy for Woodall, and it highlights her intent to support innovative women-led businesses. Harnett's belief is equally strong: "It tends to be women who back other women... I hope this helps to address this," she affirmed, shedding light on the gender disparities often faced by women entrepreneurs seeking funding.
The intersection of Woodall's background and Harnett's entrepreneurial story is compelling. Woodall became famous for her role on television's What Not to Wear, where she helped people explore their style. Having transitioned from television star to business leader, she understands the challenges entrepreneurial women face. "I’ve learned on the hoof... it did help me to understand when you want to invest in somebody, they have got to have a mix of knowing their figures," she reflected, illustrating how her personal experiences have shaped her investment perspective.
For Harnett, the pitch was not without its challenges. She recalled the nerves and adrenaline she felt knowing the cameras were rolling and there were no retakes. Yet, it was evident the support she gained was invaluable. "I managed to get three offers and I accepted two of them," she said with pride, highlighting her success on the show and the validation of her brand by well-respected investors.
Seep’s commitment to eco-friendly housekeeping solutions stands out; their products are not just plastic-free but also compostable and long-lasting. This innovation is part of what makes it one of Europe's few B Corp certified cleaning brands, symbolizing both quality and sustainability. Harnett’s dedication to environmental consciousness is laudable, and her fight against pervading plastic waste reflects broader societal trends toward sustainability.
With plans to expand their product range and build a more extensive retail presence, Harnett is poised for significant growth, buoyed by the support of her new investors. Her vision resonates with numerous customers seeking cleaner household solutions. “What happened in the den is not just business; it's about creating change,” Harnett remarked, speaking to her environmental goals.
The episode, which combined personal bravery with entrepreneurial ambition, can serve as inspiration for others, especially women considering launching their ventures. With successful figures like Woodall investing their influence and resources, there is hope for greater inclusivity and diverse entrepreneurship.
Both Woodall and Harnett represent what it means to pursue one’s passion with dedication and drive. With their partnership, they are not only addressing consumer needs but are also working toward making the world a cleaner, more sustainable place. Seep's products, coupled with Woodall's entrepreneurial spirit, signal exciting possibilities for the future of eco-friendly cleaning.
Viewers can watch Dragons' Den every Thursday evening on BBC One, where stories of innovation, risk, and breakthrough moments continue to captivate audiences and inspire budding entrepreneurs across the nation.