Susie Ma joins Dragons' Den to back bold, purpose-driven startups

A new episode of Dragons' Den welcomes guest judge Susie Ma, the founder of Tropic Skincare. Known for her appearance on The Apprentice, she now brings her business expertise to the show. This episode features pitches from five entrepreneurs, each offering unique solutions—from parenting apps to eco-friendly toilets.

Ma, whose company turns over $100 million, is particularly interested in backing businesses that combine purpose, creativity, and courage. Her focus aligns with her own journey, where she overcame challenges like funding gaps, regulatory hurdles, and e-commerce scaling in the beauty industry.

First up are sisters Olivia and Tanyka Davson, pitching Cubbi, a discount platform for new and expecting parents. Olivia, nine months pregnant, will present while juggling the realities of family life and startup growth. The app, built by Tanyka despite no prior technical experience, aims to ease financial pressures on parents.

Next, Craft & Crumb takes the stage. Founded in 2016 by Kate Horne and Louise Nicholson, the female-owned brand offers Bake & Craft subscription boxes and seasonal kits. Their mission is to inspire creativity and embrace the joy of messy baking together.

The OnlyCat team, brothers Martin and Tomas Rosinski from Northumberland, will showcase their AI-powered cat flap. Designed to stop cats from bringing prey indoors, it uses smart technology to keep homes cleaner.

Finally, CompoCloset, presented by Richard Peter and Erica Pugh, introduces portable, waterless, and odourless composting toilets. Stylish and eco-friendly, they cater to off-grid living, festivals, and outdoor events.

Ma has previously highlighted the struggles of female founders in securing small business loans and navigating regulations. Her investment approach now centres on supporting bold, innovative ideas—especially those led by women.

The episode highlights a mix of practical and inventive solutions, from parenting support to sustainable living. Ma's presence adds a focus on purpose-driven businesses, reflecting her own path in entrepreneurship. The pitches will test whether creativity and courage can win over the Dragons' investment.