Skincare brand Faace secures investment on BBC's Dragon's Den

Skincare brand Faace was praised for its branding and scent on last night’s episode of the hit BBC show.

Business owner Jasmine Wicks-Stephens, 37, told the dragons that Faace started from her own experience as a “time poor tired mum” .

The mother-of-two said it was built with people’s busy lifestyles in mind and offers products focused on “targeted solutions for the times when life and hormones can get in the way of good skincare habits”.

Faace was founded in 2020 (Image: BBC)

The dragons said they loved Jasmine and the branding of the products but had doubts about how much money the business was making.

Peter Jones said: “Everything you have done is really good, I think you’re brilliant. My overarching concern is that I think you will be left with almost diddly squat.

“You’re definitely going to need more money if you want to have a  chance in this marketplace. My concern there is you only have 40 per cent of your company left before you pitch.”

Jasmine replied: “This started off as a passion project we didn’t have the lens initially of ‘we need to make X amount of money’. For me success was me achieving my goals of having it in the spaces I want to see it.”

From left, Touker Suleyman, Sara Davies, Deborah Meaden, Steven Bartlett and Peter Jones (Image: BBC)

Deborah Meaden said they had done a “lovely job” with the branding and the voice of the brand was “bang on” but would not invest due to how much of the business Jasmine still owned. Jasmine clarified it was nearer to 50 per cent rather than the 40 per cent.

Steven Bartlett said: “I love what you have done with the brand but the numbers are a horror show. But when I look at you I see a lot of potential. So I am going to make an offer.”

Jasmine, from Patcham, previously spoke to The Argus about her “fuss free” skincare brand for men and women.

She initially asked for £60,000 for three per cent of her business but was offered £20,000 for five per cent each from Steven Bartlett, Touker Suleyman and Peter Jones. She accepted the £60,000 total offer for 15 per cent of the business.

Steven Bartlett said to his fellow dragons: “I would love to go on this journey with her. She’s a star.”

Jasmine Wicks-Stephens was inspired to start her business from her own experience as a busy parent (Image: Faace)

Peter Jones said: “Everything you’ve done is really good. I think you’re brilliant, you’ve really got something.”

Afterwards Jasmine described the three investors as a “dream team”.

She said: “It was definitely more intimidating than I had expected. When you enter that room, with the Dragons that you’ve seen on TV so many times before, while you get a sense they are rooting for you, it’s also very intense, with them firing off question after question at you.

“It remains to be seen what happens next for Faace, but I’m certainly excited to have the backing of Dragons.”

Jasmine started Faace in 2020 and the brand is now available in more than 20 countries and stores including Harrods.