When Lisa Hicks stepped into the Dragons’ Den in Season 22, Episode 8, she introduced something truly unique. SNOAP is an eco-friendly solid soap dispenser designed to reduce plastic waste. By the time she walked out, she had secured a £50,000 investment. The deal was in exchange for 7.5% equity from two of the show’s most well-known investors, Deborah Meaden and Peter Jones.
The episode aired on February 27, 2025. It marked a major turning point for Lisa and the future of sustainable hygiene products. So, how much is SNOAP worth now? And what has happened since its debut on national television?
What is SNOAP’s Net Worth?
As of April 2025, SNOAP has an estimated net worth of approximately £666,667.
This estimate is based on the deal made on Dragons’ Den. Lisa originally asked for £50,000 in exchange for 5% of the business. That offer implied a pre-money valuation of £1 million. The final agreement gave away 7.5% equity for the same investment. This resulted in a post-money valuation of about £666,667.
While this is only an estimate, it provides a helpful starting point. As a young company still in its growth phase, SNOAP’s true net worth will depend on future revenue. It will also be influenced by partnerships and how well the company scales in the coming months.
How SNOAP Started
SNOAP was founded by Welsh entrepreneur Lisa Hicks. She was driven by her passion for reducing plastic waste. Lisa wanted to create a better solution for everyday hygiene. She especially focused on homes, schools, and businesses where plastic bottles often accumulate quickly.
Her idea was a wall-mounted dispenser that turns solid soap into powder. This makes it both clean and easy to use. Each dispenser can replace around 20 plastic bottles of liquid soap.
Before appearing on Dragons’ Den, Lisa developed her idea through the NatWest Accelerator programme. The program helped her refine her business strategy and prepare her pitch.
Journey on Dragons’ Den
Lisa’s pitch made a strong impression. She requested £50,000 in exchange for 5% equity. She received offers from all five Dragons, which is a rare achievement on the show.
After careful consideration, she accepted a joint offer from Deborah Meaden and Peter Jones. They agreed to invest £50,000 for a combined 7.5% stake in the business. Each Dragon received 3.75%. Lisa chose them because of Deborah’s experience in sustainability and Peter’s success in building strong brands.
The episode sparked widespread interest. According to SNOAP’s official blog, the business experienced a surge in demand. The investment deal was extended several times before officially closing on March 9, 2025.
What Happened After Dragons’ Den?
SNOAP has made impressive progress since the episode aired.
Retail Launch: On March 29, 2025, the product was launched at Zero Waste Now in Minehead, Somerset. This marked the company’s first retail partnership. It was a significant step in SNOAP’s expansion.
I’m so excited to be the first retailer to stock a revolutionary product which saw all 5 Dragons competing for investment. We’re launching it at our shop in Minehead on Good Friday so if you’re in town, come and try SNOAP for yourself #smallbusinessses @DeborahMeaden @dragonjones pic.twitter.com/Md30OZkya9
— Our Precious Earth (@ZeroWaste_Now) April 4, 2025
School Adoption: Haberdashers’ Monmouth School became the first school in the UK to replace all liquid soap dispensers with SNOAP units. This move eliminated thousands of plastic soap bladders from the school’s waste. It demonstrated the product’s real-world impact. Lisa, who serves as a Young Enterprise advisor at the school, helped facilitate the partnership.
Public Buzz: Feedback on social media and SNOAP’s blog has been overwhelmingly positive. Customers appreciate the product’s sustainability, ease of use, and sleek design. Retailers have even described it as “revolutionary.”
Revenue Streams and Business Model
SNOAP’s business model is simple yet scalable.
Online Sales: Customers can buy the dispensers and soap bars directly from the SNOAP website.
Retail Expansion: The brand’s launch with Zero Waste Now marked its first step into retail partnerships. More retailers are likely to follow as awareness grows.
Institutional Markets: The successful adoption by a school points to strong potential in the business-to-business sector. This includes schools, offices, and public facilities.
Product Range: The dispensers are available in stylish designs. These include Erebus (dark grey) and Theia (white with blue). The soap bars come in scents like Uplifting Lavender & Geranium and Relaxing Vetiver & Sandalwood. SNOAP also offers a version that works with solid shampoo.
Challenges and Success Factors
Like all growing businesses, SNOAP faces a few challenges.
Meeting High Demand: After appearing on Dragons’ Den, SNOAP experienced a sharp increase in orders. Fulfilling these orders quickly will be important to maintain customer satisfaction.
Competing in a Crowded Market: The eco-friendly product market is competitive. To succeed, SNOAP must continue to stand out through innovation, branding, and excellent customer service.
Despite these challenges, SNOAP has many strengths. The support of two experienced Dragons, strong early partnerships, and positive public feedback all suggest a bright future.
Conclusion
As of April 2025, SNOAP is enjoying strong momentum following its successful Dragons’ Den appearance. With a post-investment valuation estimated at £666,667 and rising consumer interest, the company is on a solid path for growth.
With plans to expand into both retail and institutional markets, and with the guidance of Deborah Meaden and Peter Jones, SNOAP is well-positioned to become a leading name in sustainable hygiene.
To follow SNOAP’s journey or place an order, visit the official website or check out their latest updates on social media.
