A Pembrokeshire-based haircare brand that has taken social media by storm recently appeared on BBC’s Dragons’ Den. Hair Syrup, founded by Lucie Macleod, has gone from a viral TikTok sensation to being stocked in major retailers such as Boots, BeautyBay, Lookfantastic, and ASOS—all within just four years.
The Dragons’ Den Experience
Lucie Macleod took to the Dragons’ Den stage hoping to secure investment to propel Hair Syrup even further. While she didn’t secure a deal with the Dragons, she received invaluable advice on how to elevate her brand to the next level. The expert insights and feedback from the Dragons have provided her with a roadmap for future growth, ensuring Hair Syrup continues to thrive in the competitive natural haircare market.
Before appearing on the show, Lucie shared her thoughts on the experience: “The split decision of agreeing to appear on the show pretty last minute has proven to be nothing short of life-changing – but perhaps not in the way you’d initially imagine… As you guys know, I never meant to start a business when I launched Hair Syrup – I started with no experience or any idea what I was getting myself into. The last four years of entrepreneurship have been indescribably crazy.”
She continued: “We all know what a fantastic opportunity it is for any brand to be featured on prime-time TV, but I was TERRIFIED nonetheless. The Dragons have been my idols since I was a kid (knowing I would one day go down the path of entrepreneurship) – I wasn’t quite prepared to be grilled by some of my favourite celebrities. Very grateful I had this opportunity to challenge myself, move out of a comfort zone & learn so much about business!”
However, Lucie’s pitch took an unexpected turn when Dragon Touker Suleyman made an unconventional offer. He was willing to invest the £190,000 she asked for in exchange for a 3% stake—on the condition that he recouped his investment within three months and retained his stake indefinitely as a mentor. The proposal caught the attention of the other Dragons, with Steven Bartlett reacting in disbelief and Deborah Meaden warning Lucie to consider the long-term implications.
Initially overwhelmed, Lucie accepted the offer, but the visible concern from the other Dragons made her reconsider. She admitted she felt “nervous” about the decision, leading to heated discussions among the panel. Viewers at home also reacted strongly, with many taking to social media to call the offer “shady” and “uncomfortable.”
As the tension grew, Touker ultimately withdrew his proposal, stating he did not want Lucie to feel as though he was taking advantage of her. Fellow Dragon Peter Jones later commended him for doing “the honourable thing.” The dramatic turn of events left both the Dragons and viewers relieved that Lucie had avoided what many perceived as an unfair deal.

The Rise of Hair Syrup
Hair Syrup was established in 2020 after Lucie Macleod posted a TikTok video showcasing her own hair transformation. The overwhelming response saw people clamouring to get their hands on what she dubbed her “magic syrup.” This led to the creation of a range of natural pre-wash hair and scalp oil treatments designed to nourish, gloss, and hydrate hair.
The company has since expanded its offerings to include pre-wash oils, leave-in oils, hair care sets, buttercream treatments, and accessories such as brushes, clips, scrunchies, and satin pillowcases. Their mission is clear: “To transform the natural haircare market, one syrup at a time.”

The TikTok Hair Oiling Trend
The popularity of hair oiling has surged on TikTok, with over 87,000 videos using the #hairoiling hashtag. Hair Syrup has played a key role in this growing trend, offering products specifically designed to enhance hair health. Unlike many other rosemary-based oils that require dilution before application, Hair Syrup’s products can be applied directly, setting them apart from competitors.
Hair Syrup’s pre-wash oils, the foundation of its success, are tailored to different hair types, from bleached and dry hair to oily or knot-prone locks. Their leave-in oils provide a glossy post-wash finish, while their buttercream treatment offers deep moisture restoration.
Customer Praise and Reviews
The brand’s success is bolstered by glowing customer feedback. One shopper who purchased the Rapunzel Hair Syrup shared their experience: “I’ve been using this for a few weeks now and to say I could not live without it is the understatement of the year. My hair feels and looks so healthy, I’ve had so many compliments and I’ve fallen back in love with my hair!”
Another customer, who bought the Lemon-Aid Syrup, credited the product with transforming their hair-wash routine: “I’ve used this for a few months now and I can’t recommend it enough. Smells great and helps cleanse the scalp. Gone from washing my hair four times a week to two.”
Meanwhile, a buyer of the Mint Condition Syrup hailed it as a “scalp saviour,” stating: “I had tried everything on the market and this is the only product that worked. You only need the smallest bit. This will last you such a long time and is so affordable. I would have paid anything for a soothed scalp.”

What’s Next for Hair Syrup?
With a rapidly growing fan base, an expanding retail presence, and valuable guidance from the Dragons, Hair Syrup is poised for even greater success. While Lucie Macleod may not have secured an investment on Dragons’ Den, the experience has provided her with the tools and direction needed to take her brand to the next level.
With its unique formulations and passionate customer base, Hair Syrup is set to continue making waves in the natural haircare industry—one syrup at a time.