Dragons’ Den Shocker: Did Touker Suleyman ‘Con’ Entrepreneur Lucie?

The latest episode of Dragons’ Den left both viewers and fellow Dragons in disbelief when Touker Suleyman made an eyebrow-raising offer to 24-year-old entrepreneur Lucie, the founder of Hair Syrup. The deal, which some fans have labeled as a “con,” saw Lucie accept Suleyman’s investment on terms that had even Deborah Meaden shaking her head.

Lucie’s Haircare Empire: A TikTok Success Story

Lucie, a 24-year-old businesswoman, has already achieved what many entrepreneurs can only dream of—building a successful company with a devoted customer base. Hair Syrup, her all-natural haircare brand, skyrocketed in popularity thanks to TikTok, where beauty enthusiasts embraced her products.

Before entering the Den, Lucie explained, “I sort of started my business by accident when I was at university. My products went viral on TikTok though, and that’s how I ended up where I am today.”

Now, she was ready to take her brand to the next level, seeking a £190,000 investment for just a 3% equity stake in her company. But what followed next was something even she didn’t anticipate.

The Dragons See Flaws in Her Business Plan

Despite Lucie’s undeniable success on TikTok, the Dragons quickly pointed out gaps in her business knowledge. One by one, they dropped out, reassuring her that she was already on the right path but lacked the need for heavy financial backing.

That left just one Dragon in the fight: Touker Suleyman.

Touker’s Unconventional Offer: A ‘Con’ or a Smart Deal?

Suleyman, a 71-year-old retail magnate, approached the pitch differently. He saw the potential in Hair Syrup but recognized the risk of a business heavily dependent on TikTok.

As of 2025, Suleyman has an estimated net worth of £200 million, having built a fortune through his fashion and retail ventures, including successful brands such as Ghost and Hawes & Curtis. His business acumen and retail expertise make him a formidable investor on Dragons’ Den.

“What do you want from a Dragon?” he asked Lucie.

Lucie responded honestly: “I want someone to grow with me and help me to not make mistakes that I probably am going to make without someone.”

Suleyman acknowledged her enthusiasm but emphasized the difficulty of getting a return on investment. He then laid out his terms:

“I will give you all of the money, £190,000 for the three percent – as long as I get my money back within three months, and keep the three percent.”

The room fell silent. Deborah Meaden immediately shook her head, visibly unimpressed with the deal. Fellow Dragon Steven Bartlett even encouraged Lucie to take a moment to reconsider, suggesting she grab a drink of water and think it through.

But after a brief reflection, Lucie came back and accepted the offer, stunning everyone in the room.

Was This a Good Deal for Lucie?

On paper, the deal raises major concerns. Essentially, Lucie was handing over a permanent 3% stake in her business for a loan she would have to repay in just three months. While Suleyman does bring retail expertise and mentorship, the question remains: was it a fair trade-off?

Many viewers and business experts took to social media, calling the deal a “con” and arguing that Lucie was too eager to accept without negotiating further.

Meaden herself voiced her concern, pointing out, “You’re basically giving away those shares. I just need you to be really clear, understand.”

Lucie, however, seemed confident in her choice, perhaps valuing the guidance of a seasoned retail expert over the financial terms.

What Happens Next for Hair Syrup?

With Suleyman now a part of her business, it will be interesting to see how Hair Syrup evolves. Will he help her scale beyond TikTok and secure major retail deals, or will this deal come back to haunt Lucie?

Given her determination and business savvy, it’s likely she will continue to grow her brand, but whether she got the best deal possible remains a hot debate.

Final Thoughts: A Risk Worth Taking?

While Touker Suleyman’s offer was controversial, it wasn’t necessarily unfair. Lucie needed mentorship, and he offered it with a financial safeguard for himself. The biggest takeaway? Young entrepreneurs should always pause, negotiate, and ensure they fully understand the long-term implications of their decisions.

Only time will tell whether Lucie’s gamble pays off—but one thing is for sure: she’s not afraid to take risks. And in business, that’s often what separates the good from the great.

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