Good Wash Day, the hair towel business founded by Carla Saull, made waves on Dragons’ Den Season 22, Episode 8. The episode aired on February 27, 2025. Carla sought £40,000 for 20% equity, valuing her company at £200,000 pre-money.
Sara Davies saw potential in the unique, stretch-fit hair towels designed to improve hair health. She offered the full amount for 20% equity, bringing the post-money valuation to £240,000. Since then, the business has experienced explosive growth. Sales exceeded £150,000 within three to four days of airing, surpassing the previous year’s total of £141,000.
What Is Good Wash Day’s Net Worth?
During the Dragons’ Den episode, Good Wash Day received a post-money valuation of £240,000. However, recent sales figures suggest that its value may have increased significantly.
The company generated over £150,000 in just a few days following the show. Such a surge indicates a potential valuation growth, but exact figures remain undisclosed. Analysts estimate the business’s current value to be between £300,000 and £500,000.
Comparable haircare startups have seen similar boosts after their Dragons’ Den appearances. Carla’s company is still early in its journey but shows promising signs of continued growth.
How Good Wash Day Started
Carla Saull launched Good Wash Day in 2021 during the COVID-19 lockdown. She wanted a gentler alternative to regular towels, especially for the “hair plopping” technique popular among those with curly hair.
Her product uses 95% organic jersey cotton and 5% elastane, providing a soft, stretch-fit towel that improves hair drying and maintains texture. The company quickly gained traction, selling products in over 40 countries before appearing on Dragons’ Den.
Good Wash Day’s Journey on Dragons’ Den
Carla’s pitch on Dragons’ Den was emotional and compelling. She sought £40,000 for 20% equity, setting a pre-money valuation of £200,000.
Sara Davies, known for her expertise in retail, saw potential in the product’s unique appeal. As someone with curly hair, she connected with Carla’s vision and offered the full £40,000 for 20% equity. The deal, valuing the company at £240,000, was sealed on air.
There are no reports indicating that the deal fell through. Carla and Sara Davies are actively working together to grow the business.
What Happened After Dragons’ Den?
Good Wash Day’s appearance on Dragons’ Den brought immediate success. Within just three to four days, sales exceeded £150,000. This figure surpassed Carla’s entire previous annual sales of £141,000.
The sudden demand forced Carla to pack orders herself, with help from family and friends. It highlighted both the business’s popularity and its operational limits.
The company’s website, goodwashday.com, remains active and offers products like the “Stretch-Fit Hair Towel” for £24 each. Carla also engages regularly with followers on Instagram (@goodwashday), with recent posts appearing as of early April 2025.
Revenue Streams and Business Model
Good Wash Day primarily generates revenue through direct-to-consumer sales via its official website.
- E-commerce Sales: Products are sold online with various bundles and accessories available.
- Social Media Marketing: Carla actively promotes her products on Instagram, appealing to the hair care community.
- Potential Retail Partnerships: With Sara Davies’ mentorship, collaborations with major retailers like Boots are likely.
This diversified model is essential for scaling production and ensuring continued revenue growth.
Challenges and Success Factors
Despite the growth, Good Wash Day faces challenges like scaling production to meet increasing demand. Carla’s hands-on approach to packing orders is unsustainable in the long run.
Maintaining quality and sustainability during rapid growth will be crucial. Sara Davies’ investment and mentorship could play a critical role in solving these operational issues.
Success factors include the product’s unique design, Carla’s genuine storytelling, and the company’s strong social media presence. With Sara’s retail experience, expansion opportunities are within reach.
Good Wash Day’s Future Plans
Carla is actively working with Sara Davies to scale Good Wash Day. Their partnership aims to expand production, improve logistics, and explore retail partnerships.
Future goals include launching new products, enhancing marketing strategies, and leveraging the growing popularity of the “hair plopping” technique. With a strong online presence and industry support, Good Wash Day is well-positioned for further growth.
Good Wash Day has experienced impressive growth following its Dragons’ Den appearance. While the exact net worth remains uncertain, the post-show sales surge strongly suggests an increase in valuation beyond £240,000.
With Sara Davies’ mentorship, Carla is positioned to expand her business even further. The future looks promising for Good Wash Day as it navigates through new challenges and opportunities.
