Dragons' Den viewers slam 'greediest offer' given to £6m business that left Steven Barlett stunned
Dragons' Den viewers were left stunned by Touker Suleyman's offer to a young Welsh entrepreneur after she appeared on the show looking for guidance and investment from the Dragons'.
Lucie Macleod, 24, runs the already hugely successful haircare company Hair Syrup, based in Pembrokeshire, after becoming a self-confessed "accidental entrepreneur" after she went viral on TikTok for sharing her own hair transformation in 2020.
In 2024, they turned over £4.5million with a profit of £1.4million and when she entered the Den, Lucie asked for a £190,000 investment for 3% equity stake in the business. The Dragons were impressed by the success of the company and Lucie's big vision for the future and called what she had achieved "incredible". From superstar gigs to cosy pubs, find out What’s On in Wales by signing up to our newsletter here.
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Peter Jones, Deborah Meaden, Steven Bartlett and Sara Davies all opted out of the investment as they had concerns about the high number of TikTok sales and how they would get a return on their investments but Touker Suleyman was more keen. When he asked what she wanted from a Dragon, she said she needed mentorship and help navigating her business.
Touker agreed to the £190,000 investment and 3% share of the business but said she would have to pay back his investment in three months but allow him to keep his share, he also promised to guide her and make sure she didn't make any mistakes if she accepted.
The proposal instantly led to head shakes from the other Dragons who were left in disbelief. Although Lucie seemed keen to begin with, the other dragons weren't impressed suggesting she was giving away 3% of her company for free.
The Diary of a CEO podcaster Steven Barlett exclaimed "What? While Deborah told Lucie: "You’re basically giving away those shares. I just need you to be really clear and understand."
Touker then changed his tune and said he sensed she was uncomfortable and retracted his offer. When Lucie left the den she said she had received very useful feedback she would be taking onboard.
Viewers immediately jumped to X to praise the young Welsh entrepreneur and blast Touker's offer, calling the exchange a hard watch. One viewer wrote: "#DragonsDen Hard to watch Touker Suleyman try and con poor Lucy. He knew she didn't understand. They all went too hard on her. I think they should try support them more. Poor thing was crying after. It's wrong."
Karl even called for Touker to be taken off the show, he wrote: "Touker showing his true colours there. Taking advantage of her as she clearly didn’t understand. Get him off this show! #dragonsden."
Another viewer, Ollie, slammed Touker's proposal, calling it "the most greediest offer Touker has ever made #dragonsden." Ella wrote: "He’s basically conning the girl as he knows she doesn’t understand what he’s offering #DragonsDen."
Lucie received a lot of praise from viewers too. Jessie wrote on X: "Lucy and her hair care business is absolutely incredible and I’m not sure if she needs an investor, she’s done so well without one #dragonsden".
Michelle agreed, she wrote: "Wow never experienced this in the den before, the look on @StevenBartlett @DeborahMeaden faces said it all. But what an amazing young woman Lucy is #dragonsden."
