MESOA Skincare x Dragons' Den

On April 7th 2022, our founder, Matt Jones, appeared on the season 19 finale of Dragon's Den. Here's his experience, in his words.

A man who thinks he knows everything is a man who will learn nothing.

The main reason I wanted to face the dragons was that I wanted to continue to grow as an entrepreneur and sharpen my skills under pressure - and this was definitely an experience that helped me do that.

My 13-minute pitch lasted 2 hours and 15 minutes in the Den.

It wasn’t just about securing a dragon, the investment or the publicity. It was about knowing, believing and feeling that I’m not an imposter. Knowing that I’m doing what I’m made to do and that all the awards and accolades I’ve achieved over the years are a direct result of my efforts.

Although I went into the Den physically on my own, mentally, I went in with my new mindset that I’ve learned from Dan Stanley my personal and professional mindset coach. I can not thank you enough, Dan, for all of our sessions and all you’ve done for me. We’re still on our journey, but you’ve made me a better man. Thank you.


You’ll see in my pitch I had a conversation with Peter about Imposter Syndrome and my feelings of loss of belief. I also spoke about how the reviews we receive from our customers have been integral in building back that belief by illustrating the real-life impact our products have on a day-to-day basis.

To all my fellow entrepreneurs. Remember, there is no growth in our comfort zones. Do the things that scare you. Everything you’ve wanted is on the other side.

April was a month in the history of MESOA Skincare that I will never forget.

As soon as my pitch was live on Dragons’ Den, the orders flooded in. I am genuinely humbled and appreciative of every order and well-wishing post, comment and DM. Thank you.

Our brand has grown in authority within the male cosmetic and grooming industry over the past four years. However, now according to research via Google Console and OnePulse, we are in the top 10 male skincare companies in the UK in terms of brand fame (awareness)

Many people have asked about Touker’s investment.

I spent some time with Touker at his office in London, and I decided for several reasons that the structure of the deal, processes, and control provisions wasn’t for me.

Even though the offer of quick access to stockists and having a business partner like Touker is compelling, I have always been someone who can walk away from a deal, no matter how shiny it seems. So, I did, and I am glad that I did.

Some stats since the show aired;

🧔‍♂️Acquired 1812 new customers

💰An average order value of £28.00

🛒76% repurchase rate.

🏬We have been inundated with stockist requests.

As entrepreneurs and business leaders, we need to have the confidence to back ourselves and still operate with uncertainty. For me, my belief grew stronger with every review, every sale and repeat sale.

If you’re a direct to consumer or a business to business brand and need assistance building brand awareness, perception and driving sales, get in touch; I’m here to help.

Thank you to everyone that has supported me on this journey. Thank you to all of our customers for your continued loyalty and support. This is just the beginning.