
English: 
           Hi, Dragons.
  I want to start my pitch today
 by letting you know that I suffer
      from a mental illness.
      I suffer really badly
      with body dysmorphia.
       I'm telling you this
    because this is the reason
     that I founded my brand.
   My name's Daniel Gray and I'm
 the founder of War Paint for men,
 and today I'm asking for 7% equity
      for £70,000 investment.
     20 years ago I got bullied
 in middle school due to appearance.
    It's affected me massively
      every day ever since.
   I started using my sister's
       make-up growing up,
  to help me build back up that
 confidence and it did just that.
 One thing I couldn't find, though,
     was a brand that I felt
     related to me as a man,
     so what I decided to do
     was create my own brand.
    We've been selling online
     for the last six months
   and we sell 13,000 products
        across the world.
         Turnover so far
     is just under 200,000...
     ..and we've had massive
     press coverage as well.
 Before I open up to any questions,

English: 
  Hi, Dragons. 
   want to start my pitch today 
  by letting you know that I suffer 
  from a mental illness. 
   suffer really badly 
  with body dysmorphia. 
  I'm telling you this 
  because this is the reason 
  that I founded my brand. 
  My name's Daniel Gray and I'm 
  the founder of War Paint for men, 
  and today I'm asking for 7% equity 
  for £70,000 investment. 
  20 years ago I got bullied 
  in middle school due to appearance. 
  It's affected me massively 
  every day ever since. 
   started using my sister's 
  make-up growing up, 
  to help me build back up that 
  confidence and it did just that. 
  One thing I couldn't find, though, 
  was a brand that I felt 
  related to me as a man, 
  so what I decided to do 
  was create my own brand. 
  We've been selling online 
  for the last six months 
  and we sell 13,000 products 
  across the world. 
  Turnover so far 
  is just under 200,000... 
  ..and we've had massive 
  press coverage as well. 
  Before I open up to any questions, 

English: 
     I'd just love to invite
     one of the gentlemen up
  so I can give you a quick demo
         on the product.
           Go on, Theo.
 You can't improve on perfection.
 A candid pitch from Daniel Gray...
 All I'll do is put on a tiny bit
  of concealer, so if you could
 just remove your glasses for me.
       Can I see you before
    you've done the...? Oh....
 So, all I'm going to do is apply
    a tiny bit under the eyes.
      He's offering a 7% stake
 in his brand of make-up for men...
    Your right eye probably looks
 better than your left at the moment.
 Why not do the other side, then?
      ..and he's asking for
    an investment of £70,000.
             Perfect.
 With the range flawlessly modelled
       by Theo Paphitis...
           There you go.
 Ten years younger in ten minutes.
 ..Tej Lalvani wants to find out
    more about the challenges
      that inspired Daniel
     to create the business.
     Daniel, well done, I mean,
 you know, it takes a lot of courage
 to turn around and to face it all.

English: 
  I'd just love to invite 
  one of the gentlemen up 
  so I can give you a quick demo 
  on the product. 
  Go on, Theo. 
  You can't improve on perfection. 
 A candid pitch from Daniel Gray... 
  All I'll do is put on a tiny bit 
  of concealer, so if you could 
  just remove your glasses for me. 
  Can I see you before 
  you've done the...? Oh.... 
  So, all I'm going to do is apply 
   tiny bit under the eyes. 
 He's offering a 7% stake 
 in his brand of make-up for men... 
  Your right eye probably looks 
  better than your left at the moment. 
  Why not do the other side, then? 
 ..and he's asking for 
 an investment of £70,000. 
  Perfect. 
 With the range flawlessly modelled 
 by Theo Paphitis... 
  There you go. 
  Ten years younger in ten minutes. 
 ..Tej Lalvani wants to find out 
 more about the challenges 
 that inspired Daniel 
 to create the business. 
  Daniel, well done, I mean, 
  you know, it takes a lot of courage 
  to turn around and to face it all. 

English: 
  How do you feel now 
  after all that journey? 
  Compared to where I was at 13 
   feel a lot better in myself. 
  When I was in my early 20s 
  it was seriously bad. 
  I'll go out to meet my mates and 
  normally I'm the life and soul 
  of a party, but if 
  I'm not right in my mind 
   wouldn't say a word for an hour 
  and then I'd just go home. 
  I'm very impressed what you've done. 
  The point about the awareness 
  is important because a lot of men 
  may not understand how to put 
  make-up on or what is a concealer, 
  what is the foundation? 
  So, you've got video tutorials, 
  do you explain all that? 
  Yeah, we do a lot. 
  Who does the tutorials? 
  We do them all in-house, 
  so we'll have models that we'll use. 
  We'll shoot all the tutorials. 
   think you've done 
   cracking job so far.  Thank you. 
  Because you're right, there's 
   lot of men who still feel 
  really uncomfortable about it all, 
  you know, that sort of girls' stuff. 
  What you've done here 
  is you've presented it 
  in a really accessible way. 
  And it's vegan. 
  Yeah, and cruelty free.  Yeah. 
  We're looking to go 100% natural 
  currently, as well, 

English: 
       How do you feel now
     after all that journey?
  Compared to where I was at 13
  I feel a lot better in myself.
    When I was in my early 20s
      it was seriously bad.
 I'll go out to meet my mates and
  normally I'm the life and soul
        of a party, but if
     I'm not right in my mind
 I wouldn't say a word for an hour
    and then I'd just go home.
 I'm very impressed what you've done.
   The point about the awareness
 is important because a lot of men
   may not understand how to put
 make-up on or what is a concealer,
     what is the foundation?
 So, you've got video tutorials,
    do you explain all that?
       Yeah, we do a lot.
     Who does the tutorials?
       We do them all in-house,
 so we'll have models that we'll use.
  We'll shoot all the tutorials.
        I think you've done
 a cracking job so far. Thank you.
  Because you're right, there's
   a lot of men who still feel
  really uncomfortable about it all,
 you know, that sort of girls' stuff.
      What you've done here
     is you've presented it
   in a really accessible way.
         And it's vegan.
  Yeah, and cruelty free. Yeah.
 We're looking to go 100% natural
       currently, as well,

English: 
  so we're just waiting for 
  our test samples to come out 
  for our whole product range 
  to change to 100% natural. 
  And I will also tell you, and I've 
  just tried both of these products, 
  that is lovely. 
 PETER:  But it's not for you! 
  It doesn't matter, 
  it doesn't matter. 
   can wear that, too. 
 Deborah Meaden gives her seal 
 of approval to the quality 
 of the product and 
 the ethos behind the brand... 
 ..but a perfectly preened Theo 
 Paphitis wants to know if the hype 
 around the business looks 
 as good as he does 
 since his recent makeover. 
  Daniel, when did you launch? 
  2018. 
  And you said you had loads of 
  fanfare of publicity at the launch. 
  What did that consist of? 
  We've had press articles recently, 
  we're on ABC News, we've been on 
  Fox News, Good Morning America. 
  GQ Magazine did 
   big article about us. 
  OK. I'm fully aware that 

English: 
    so we're just waiting for
   our test samples to come out
   for our whole product range
   to change to 100% natural.
 And I will also tell you, and I've
 just tried both of these products,
         that is lovely.
   PETER: But it's not for you!
        It doesn't matter,
        it doesn't matter.
      I can wear that, too.
  Deborah Meaden gives her seal
   of approval to the quality
       of the product and
  the ethos behind the brand...
   ..but a perfectly preened Theo
 Paphitis wants to know if the hype
    around the business looks
       as good as he does
    since his recent makeover.
   Daniel, when did you launch?
              2018.
    And you said you had loads of
 fanfare of publicity at the launch.
    What did that consist of?
 We've had press articles recently,
 we're on ABC News, we've been on
 Fox News, Good Morning America.
         GQ Magazine did
     a big article about us.
     OK. I'm fully aware that

English: 
  the male personal care market 
  is huge 
  and growing.  Yeah. 
  How many male make-up brands 
  are out there? 
  There's probably five. 
  You have some bigger brands 
  like Tom Ford For men. 
  You have Chanel Boy. But how we've 
  approached it compared to them, 
  we're trying to make it... 
  ..like the everyday man brands, 
  something a bit more masculine. 
  Thank you. 
  Dan, what I don't understand 
  is the scale of the opportunity. 
  So, the men's grooming market, 
  we know, is absolutely massive, 
  60 billion. 
  It's going to grow by 50% 
  in the next five years. 
  I'm guessing the scale 
  is in a big way, 
  it's about putting it 
  into retail somewhere, 
  and as soon as you do that, is there 
  not the worry that one of the other 
  really well established brands 
  decides they're going 
  to have an offshoot for make-up? 
  What I've seen, if you say to a man, 
  "Go in and buy a Chanel product" 
  it's make-up. Chanel have been 
  known for that for years. 
   think if you said, 
  "Go in and buy a Mac product", 
  they've got a men's version out, 
  it's still Mac. 

English: 
  the male personal care market
             is huge
        and growing. Yeah.
   How many male make-up brands
          are out there?
      There's probably five.
   You have some bigger brands
     like Tom Ford For men.
 You have Chanel Boy. But how we've
  approached it compared to them,
    we're trying to make it...
 ..like the everyday man brands,
 something a bit more masculine.
            Thank you.
   Dan, what I don't understand
 is the scale of the opportunity.
 So, the men's grooming market,
 we know, is absolutely massive,
           60 billion.
    It's going to grow by 50%
     in the next five years.
      I'm guessing the scale
         is in a big way,
      it's about putting it
      into retail somewhere,
 and as soon as you do that, is there
 not the worry that one of the other
  really well established brands
      decides they're going
 to have an offshoot for make-up?
 What I've seen, if you say to a man,
   "Go in and buy a Chanel product"
  it's make-up. Chanel have been
    known for that for years.
       I think if you said,
  "Go in and buy a Mac product",
 they've got a men's version out,
         it's still Mac.

English: 
  It's very difficult for them to 
  get into this market and create 
   cool, edgy brand. 
   think we've just got 
  18 months to scale this, 
  get it out there, everywhere, 
  and be the make-up brand for men. 
 Daniel brushes away Sara Davies' 
 concerns over the company's 
 competition by proving 
 that he has a thorough grasp 
 of the marketplace. 
 Now, Peter Jones wants to know 
 if he's taken any steps to protect 
 the brand in this 
 rapidly growing sector. 
  Daniel, I want to get a little 
  detail about the business.  Yep. 
  Have you registered 
  the trademark against the brand? 
  Yeah. 
  We went for the trademark 
  for War Paint. 
  They came back and said, 
  "You can't, cos it's too much 
  of a slang for make-up." 
  We had lawyers get involved. 
  We went, because we were very 
  adamant that this was the name 
   wanted. Went back... 
  ..and they overturned it. 
  We're going through the US currently 
  and they don't think there's anyone 
  else in front of us in terms 
  of that challenge, 
  so we've got that, as well. 

English: 
 It's very difficult for them to
 get into this market and create
       a cool, edgy brand.
      I think we've just got
     18 months to scale this,
   get it out there, everywhere,
 and be the make-up brand for men.
 Daniel brushes away Sara Davies'
   concerns over the company's
      competition by proving
   that he has a thorough grasp
       of the marketplace.
   Now, Peter Jones wants to know
 if he's taken any steps to protect
        the brand in this
     rapidly growing sector.
 Daniel, I want to get a little
 detail about the business. Yep.
       Have you registered
 the trademark against the brand?
              Yeah.
    We went for the trademark
         for War Paint.
     They came back and said,
  "You can't, cos it's too much
    of a slang for make-up."
   We had lawyers get involved.
  We went, because we were very
  adamant that this was the name
      I wanted. Went back...
    ..and they overturned it.
 We're going through the US currently
 and they don't think there's anyone
   else in front of us in terms
        of that challenge,
   so we've got that, as well.

English: 
              So...
         I've got to say,
  I'm quite blown away by the...
  ..positioning and the quality
        of the product...
       Thank you very much.
 ..and I think you've really worked
     hard to put that together.
 I'm ready to put my war paint on...
       ..and go into battle
         with these guys.
  Yes. I love that. I love that.
  And that's because I like you,
        I like the brand,
 I like the business opportunity.
 I think you've created something
    that has real potential...
        ..and I'm going to
        make you an offer.
   I'm going to offer you all of
 the money for 20% of the business.
               OK.
        Thank you, Peter.

English: 
  So... 
  I've got to say, 
  I'm quite blown away by the... 
  ..positioning and the quality 
  of the product... 
  Thank you very much. 
  ..and I think you've really worked 
  hard to put that together. 
  I'm ready to put my war paint on... 
  ..and go into battle 
  with these guys. 
  Yes. I love that. I love that. 
  And that's because I like you, 
   like the brand, 
   like the business opportunity. 
   think you've created something 
  that has real potential... 
  ..and I'm going to 
  make you an offer. 
  I'm going to offer you all of 
  the money for 20% of the business. 
  OK. 
  Thank you, Peter. 

English: 
 Peter Jones is the first Dragon
      to make up his mind,
      offering all the money
     for 20% of the business,
 13% more than the seven on offer.
    Will Sara Davies also see
   potential in Daniel's brand?
   I came into the Den to look
  for other young entrepreneurs
   who were trailblazing and were
 about to go on an exciting journey
    and one that I'd been on
  and was eager to go on again,
         and that's what
      I see in front of me.
            Thank you.
 So, I would love to work with you.
 My offer is also all of the money
  for 20% stake in the business.
      Thank you very much.
     Really appreciate that.
    Daniel, I'm very impressed
        what you've done.
 You've created a fantastic brand.
       Thank you very much.
    So, I'm going to offer you
    all of the money for 20%.
     OK, thank you very much.
            Thank you.

English: 
 Peter Jones is the first Dragon 
 to make up his mind, 
 offering all the money 
 for 20% of the business, 
 13% more than the seven on offer. 
 Will Sara Davies also see 
 potential in Daniel's brand? 
   came into the Den to look 
  for other young entrepreneurs 
  who were trailblazing and were 
  about to go on an exciting journey 
  and one that I'd been on 
  and was eager to go on again, 
  and that's what 
   see in front of me. 
  Thank you. 
  So, I would love to work with you. 
  My offer is also all of the money 
  for 20% stake in the business. 
  Thank you very much. 
  Really appreciate that. 
  Daniel, I'm very impressed 
  what you've done. 
  You've created a fantastic brand. 
  Thank you very much. 
  So, I'm going to offer you 
  all of the money for 20%. 
  OK, thank you very much. 
  Thank you. 

English: 
 Daniel has three bids 
 for the business 
 but all at 20%. 
 Is Deborah Meaden also primed 
 to make a play 
 for the cosmetics company? 
  You've done a flawless job 
  on this so far. 
  I'd really love to sit here 
  and say this bit's wrong. 
  Really annoyingly... 
  ..I can't!  Thank you so much. 
  So, you won't be surprised to hear 
  that I'm going to 
  make you an offer... 
  Thank you. 
  ..but I'm going to make you 
   better offer... 
  So, I'm going to offer you 
  all of the money... 
  Yep... 
  ..and I want... 
  ..15% of the business. 
  OK, Deborah, thank you very much. 

English: 
      Daniel has three bids
        for the business
         but all at 20%.
  Is Deborah Meaden also primed
         to make a play
    for the cosmetics company?
    You've done a flawless job
         on this so far.
   I'd really love to sit here
    and say this bit's wrong.
       Really annoyingly...
  ..I can't! Thank you so much.
 So, you won't be surprised to hear
        that I'm going to
       make you an offer...
            Thank you.
   ..but I'm going to make you
        a better offer...
    So, I'm going to offer you
       all of the money...
              Yep...
         ..and I want...
      ..15% of the business.
 OK, Deborah, thank you very much.

English: 
   appreciate that. 
  Well, there we are. 
  Do you know, 
  I've been using moisturiser 
  for about 20 years, every day? 
  You can tell, as well. 
  You're such a smoothie!  He's 
  totally out for that fifth offer. 
  Listen, for me, the key thing 
  is the business is promoted... 
  Yeah.  You're promoted because you've 
  put your back story into this... 
  Yeah. 
  So, I'm going to make you 
  an offer... 
  ..and because Deborah... 
  ..has gone to 15%... 
   will give you all the money... 
  ..for 15%. 
  Thank you very much. 
   really appreciate that. 
 Theo Paphitis follows 
 Deborah Meaden's lead and swoops in 

English: 
        I appreciate that.
       Well, there we are.
           Do you know,
   I've been using moisturiser
  for about 20 years, every day?
      You can tell, as well.
   You're such a smoothie! He's
 totally out for that fifth offer.
  Listen, for me, the key thing
  is the business is promoted...
 Yeah. You're promoted because you've
   put your back story into this...
              Yeah.
    So, I'm going to make you
           an offer...
     ..and because Deborah...
       ..has gone to 15%...
 I will give you all the money...
            ..for 15%.
      Thank you very much.
    I really appreciate that.
        Theo Paphitis follows
 Deborah Meaden's lead and swoops in

English: 
      with a 15% rival bid.
    This is a classic, is it,
        where I just...?
 Talk to the wall! Yeah, talk to
    yourself for two minutes!
 They're both up against Peter Jones,
     Sara Davies and Tej Lalvani
 who are all demanding 20% stakes.
 Daniel's achieved the Holy Grail
       for entrepreneurs -
  offers from all five Dragons.
     But he came into the Den
   with just 7% of his business
          on the table.
   Is he prepared to lock horns
        with the Dragons?
 Thank you very much for your offers.
       I really appreciate it.
   Just got a couple questions,
       if that's all right.
      First of all, Peter...
 Can you just give me a bit more
 about what you think you can do
 with the brand in terms of where
    you think you can push it?
 Taking this brand and going global
        would need serious
     e-commerce assistance...
 Yep. ..and I own a company that
   takes brands into multiple
 territories all over the world
 from an e-commerce perspective.

English: 
 with a 15% rival bid. 
  This is a classic, is it, 
  where I just...? 
  Talk to the wall!  Yeah, talk to 
  yourself for two minutes! 
 They're both up against Peter Jones, 
 Sara Davies and Tej Lalvani 
 who are all demanding 20% stakes. 
 Daniel's achieved the Holy Grail 
 for entrepreneurs - 
 offers from all five Dragons. 
 But he came into the Den 
 with just 7% of his business 
 on the table. 
 Is he prepared to lock horns 
 with the Dragons? 
  Thank you very much for your offers. 
   really appreciate it. 
  Just got a couple questions, 
  if that's all right. 
  First of all, Peter... 
  Can you just give me a bit more 
  about what you think you can do 
  with the brand in terms of where 
  you think you can push it? 
  Taking this brand and going global 
  would need serious 
  e-commerce assistance... 
  Yep.  ..and I own a company that 
  takes brands into multiple 
  territories all over the world 
  from an e-commerce perspective. 

English: 
  The next thing I was going to say 
  is, Tej has got a very good contact 
  in Boots, so I would be willing 
  to share with Tej, 
  and you get two Dragons 
  for the price of one. 
   think I'm happy to do that - 
  10% each for a total of £70,000. 
  I'll do the deal. 
  And also, we're going to war here. 
  This is a brand for men... 
  ..run by men. 
  Ooh ooh ooh ooh! Deborah! 
  You felt that, didn't you? 
  Even you felt that! 
 I think that was an absolutely 
 outrageous comment by the tall fella 
 at the end and he should apologise 
 for that because the ladies here 
 are far more capable in 
 a lot of the areas that the guys 
 at the end claim they could do. 
   agree with that. 
  Obviously correct. 
  Thanks, everyone, 
   really appreciate it. 

English: 
  The next thing I was going to say
 is, Tej has got a very good contact
 in Boots, so I would be willing
       to share with Tej,
     and you get two Dragons
      for the price of one.
  I think I'm happy to do that -
 10% each for a total of £70,000.
        I'll do the deal.
 And also, we're going to war here.
    This is a brand for men...
          ..run by men.
    Ooh ooh ooh ooh! Deborah!
    You felt that, didn't you?
       Even you felt that!
    I think that was an absolutely
 outrageous comment by the tall fella
 at the end and he should apologise
  for that because the ladies here
     are far more capable in
 a lot of the areas that the guys
 at the end claim they could do.
        I agree with that.
        Obviously correct.
        Thanks, everyone,
     I really appreciate it.

English: 
  20%, for me, 
  is a very, very big chunk. 
   know we've mentioned 15% 
  which is still very high 
  for what I'm willing to do. 
  So, has anyone got any thoughts 
  where they can maybe just come down? 
  OK, look, I really want to 
  make it happen 
  so I'm happy to drop down to 15%. 
  I'd be happy to drop down to 15%. 
  7.5% each. 
  Could we come down ever so slightly 
  more cos that's over double 
  what I was willing to give away? 
   know we're talking about the value 
  you'll bring but I think 
  this company could be worth 
   serious amount money 
  in three years' time. 
  I'm not disowning you... 
  It's just, I had an idea 
  when I came in here, 
  of the Dragons I was keen on, 
  and it was both of these two. 
  Daniel... 
  What about 7% each? 

English: 
           20%, for me,
    is a very, very big chunk.
    I know we've mentioned 15%
    which is still very high
   for what I'm willing to do.
   So, has anyone got any thoughts
 where they can maybe just come down?
    OK, look, I really want to
          make it happen
 so I'm happy to drop down to 15%.
 I'd be happy to drop down to 15%.
            7.5% each.
 Could we come down ever so slightly
     more cos that's over double
 what I was willing to give away?
 I know we're talking about the value
       you'll bring but I think
   this company could be worth
      a serious amount money
      in three years' time.
     I'm not disowning you...
     It's just, I had an idea
       when I came in here,
  of the Dragons I was keen on,
  and it was both of these two.
            Daniel...
       What about 7% each?

English: 
  I was thinking about 6% each.
 12%. I can't go higher than that.
       What about 7% each,
  and if we get our money back,
     we'll drop to 6% each?
 Er, 6% each, can we do a deal now?
 Cos I genuinely feel that's fair.
   Got a massive track record,
          got revenue,
        we're good to go.
 So I would have to stick at 12%.
           Let's do it.
  Let's do it, 6%. 12%, 6% each.
  Shake now. We'll do it. Done!
   Excellent. Well done, mate.
       Thank you very much.
  Victory for Daniel, who stood
   his ground and won the war.
 That's a very good negotiation.
 He leaves the Den with his perfect
    blend of business partners,
   Tej Lalvani and Peter Jones.
            Thank you.

English: 
   was thinking about 6% each. 
  12%. I can't go higher than that. 
  What about 7% each, 
  and if we get our money back, 
  we'll drop to 6% each? 
  Er, 6% each, can we do a deal now? 
  Cos I genuinely feel that's fair. 
  Got a massive track record, 
  got revenue, 
  we're good to go. 
  So I would have to stick at 12%. 
  Let's do it. 
  Let's do it, 6%.  12%, 6% each. 
  Shake now.  We'll do it.  Done! 
  Excellent. Well done, mate. 
  Thank you very much. 
 Victory for Daniel, who stood 
 his ground and won the war. 
  That's a very good negotiation. 
 He leaves the Den with his perfect 
 blend of business partners, 
 Tej Lalvani and Peter Jones. 
  Thank you. 
