SNOAP SECURES £50,000 DRAGONS’ DEN DEAL AS ECO SOAP REVOLUTION TAKES OFF
Sustainable soap startup wins over all five Dragons, lands investment from Deborah Meaden and Peter Jones
In a triumph for sustainability and innovation, Welsh entrepreneur Lisa Hicks has secured a £50,000 investment for her eco-friendly soap dispensing business, SNOAP, on BBC’s Dragons’ Den. The deal, which gives seasoned investors Deborah Meaden and Peter Jones a joint 7.5% stake, marks a major milestone for the brand that aims to transform the hand soap market while tackling plastic waste.
SNOAP, a revolutionary solid soap dispensing system, replaces 20 plastic hand soap bottles with just two bar soaps—offering a cost-saving, mess-free alternative to traditional liquid soap. Lisa, who founded the company after realising the extent of single-use plastic waste in her own home during the COVID-19 lockdown, captivated all five Dragons with her pitch, leading to a flurry of offers before she selected Meaden and Jones as her strategic partners.
Sustainable Innovation Meets Smart Investment
Lisa’s invention bridges the gap between the eco-conscious benefits of solid soap and the convenience of liquid dispensers. Designed to be both hygienic and user-friendly, the SNOAP Dispenser is poised to disrupt the soap industry by appealing to both environmentally conscious consumers and cost-focused businesses.
Recognising the need for expert backing to scale the business, Lisa spent 18 months preparing for investment with the support of the NatWest Accelerator programme. The initiative helped refine her strategy, ensuring she was fully prepared to step into the Den and deliver a compelling pitch.
During her appearance on Dragons’ Den, Lisa demonstrated the dispenser in action, impressing the investors with its functionality and eco-friendly credentials. After receiving multiple offers, she ultimately chose Meaden and Jones for their industry expertise and shared commitment to sustainability.
Reflecting on the experience, Lisa said: “Stepping into the Den was a nerve-wracking but exciting experience. I was confident the Dragons would love SNOAP, and I knew my numbers inside out thanks to the support from NatWest’s Accelerator over the last 18 months. The one-on-one coaching I received was invaluable in preparing me for this opportunity.”
She added: “I’m looking forward to working with Deborah and Peter to expand SNOAP’s reach, helping both consumers and businesses cut down on plastic waste while also saving money.”
A Boost for Green Business
Lisa’s success highlights the growing demand for sustainable business solutions and the appetite for investment in green innovations. Commenting on her achievement, Luke Pamflett, Accelerator Community Manager at NatWest, said: “We are incredibly proud of Lisa and SNOAP for this significant achievement. Our goal is to empower entrepreneurs to realise their potential, and SNOAP’s success on Dragons’ Den—winning over not one but two Dragons—is a testament to the incredible talent and innovation we see in our Accelerator participants.”
With the backing of two of the UK’s most experienced investors, SNOAP is set to scale its impact, offering a smarter, greener alternative to traditional liquid soap dispensers. As consumer demand for sustainable solutions continues to grow, Lisa’s Dragons’ Den victory could be just the beginning of a major shift in the personal care industry.
