We have seen a handful of skincare brands trying their luck on Dragons’ Den over the years – names like Faace, which scored investment and grew into a stocked‑in‑retail success story, and NINI Organics, which helped propel organic beauty into the spotlight with its pioneering natural formulations.
What we haven’t seen on the Den is a brand developing skincare from rescued food waste – and helmed by none other than a 5th-generation psychic medium. Until yesterday, that is, when founder Danielle Close stepped into the Den to pitch her business, My Skin Feels, to the group of captivated investors.
My Skin Feels impresses on Dragons’ Den
Danielle walked into the Den seeking £50,000 in exchange for 10 % of My Skin Feels, her Brighton-based brand transforming food waste into high-performing skincare.
“Going into the Den was one of the most exhilarating experiences I’ve ever had. How often do you get to share your story with the world?” Danielle reflects. “Like most people, I’ve been watching the show for years, marveling at entrepreneurs who put themselves in the firing line for the sake of their business, their passion, and their vision.”
She impressed the Dragons not only with her impeccable industry credentials -having been part of the three-person team that launched Charlotte Tilbury – but also for the brand’s ethos and sustainable credentials.
After turning down Peter Jones’s offer (much to his surprise), Danielle struck a joint deal with Deborah Meaden and guest Dragon Gary Neville, securing the full £50,000 she requested in exchange for 20 % equity in the business.
So what made this pitch stand out?
The ethos
It’s no secret that enduring brands are anchored by a strong mission. Having spent 15 years in the global beauty industry, Danielle witnessed first-hand how wasteful and overly complicated it can be, and she wanted to do something truly different.
“I created My Skin Feels out of necessity. Not because we need more products, but because we need products with meaningful values,” she explains. Equally important was developing skincare that consumers genuinely need — without the aggressive active ingredients many brands flaunt, which can often irritate more than they help.
“We’re here to protect the planet, but also to help people navigate the overwhelming beauty market with products that actually work. Our focus is on both healthy skin and how it makes you feel. It’s sustainable, but it’s playful, fresh, and effective for everyone, especially those with ultra-sensitive skin.”
Sustainability
My Skin Feels uses ingredients rescued from the Italian food industry (the best ones, unquestionably): tomato skins with lycopene, orange juice by-products packed with vitamin C, olive oil remnants rich in antioxidants, and oat stalks from breakfast cereal production.
Each ingredient is fermented to release nutrients, amino acids, and postbiotics that support the skin’s microbiome, calm redness, soothe sensitivity, and balance breakouts. The range currently includes a cleanser and moisturiser – both 99% natural and vegan, suitable for sensitive and eczema-prone skin.
Products are manufactured locally in the UK and sustainably packaged in recyclable EU-sourced aluminium, reducing shipping and waste. Packaging is deliberately minimal, and, thanks to upcycled orange juice, recycled water is used in the formulations, so no new water is required.
The founder
Beyond her beauty industry expertise, Danielle’s background as a professional psychic medium also caught the Dragons’ attention. Recognised for her abilities at age five, she trained at the London College of Psychic Studies for seven years, cultivating a practice grounded in emotional intelligence, responsibility, and perceptive insight.
At first glance, Danielle’s career as a professional psychic medium might seem totally unconnected to running a skincare brand – even a little bizarre. But it’s this intuition that she leans on to guide My Skin Feels, and clearly, that’s worked so far.
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