Quick Shark Tank Update on Sugardoh
- Product: Sugardoh, a plant-based, gentler alternative to traditional waxing.
- Founder: Aliyah Marandiz, launched in 2020.
- Shark Tank Ask: $500,000 for 5% equity, valuing the company at $10 million.
- Annual Sales: $2.6 million in 2021, $5.6 million in 2022.
- Current Distribution: Sold through Ulta Beauty, Amazon, and direct-to-consumer channels, with presence in over 1,300 stores by 2023.
- Achievements: Participated in the Target Takeoff Beauty Accelerator, awarded Ulta’s Black-Owned Brand of the Year in 2024.
Aliyah Marandiz created Sugardoh as a natural, eco-friendly solution to traditional waxing, which she found harsh on her sensitive skin.
After years of painful waxing, she discovered sugaring—a centuries-old method that is much gentler.
Sugardoh was born to provide a smoother, more comfortable hair removal experience, especially for those with sensitive skin.
The brand quickly gained a following, especially among younger millennials and Gen Z women seeking eco-conscious beauty alternatives.
Ready for a better, kinder way to remove unwanted hair? Try Sugardoh and see the difference for yourself!
Sugardoh’ Journey Before Shark Tank
Before her Shark Tank appearance, Aliyah Marandiz’s journey with Sugardoh began in her kitchen.
Struggling with painful and expensive waxing treatments, she searched for an alternative and found sugaring—a centuries-old hair removal method.
Her first experiments with creating a sugaring paste were in her college dorm room, but she later perfected the formula over five years.
After years of perfecting the formula, she launched Sugardoh in 2020, during the COVID-19 pandemic, using TikTok to market the product.
One viral video led to a surge in sales, jumping from $50,000 in 2020 to $2.6 million the next year.
Sugardoh quickly gained traction, resonating with a target market looking for a more natural and less painful hair removal solution.
The product line consists of various sugaring kits, including a starter kit priced at $85, and smaller bundles like the Big Doh Kit and the Essentials Kit.
Marketing through TikTok, tutorials, and eco-friendly branding helped Sugardoh expand its customer base, leading to placement in 1,300 Ulta Beauty stores by 2023.
Shark Tank Pitch Recap
On Shark Tank Season 16, Episode 3, Aliyah Marandiz entered the tank asking for $500,000 in exchange for 5% equity, valuing Sugardoh at $10 million.
She demonstrated her product on a volunteer, showing how Sugardoh’s taffy-like texture gently removed hair while leaving the skin smooth and exfoliated.
The Sharks were impressed by her sales figures, especially the rapid growth from $50,000 in 2020 to $5.6 million in 2022, largely driven by her viral TikTok campaigns.
@sugardoh …unless you have a midde eastern grandma like me. THANK YOU! @ultabeauty ♬ Calm Dooowwnnn Lalalaaa (Remix) – FAITAH NADA
However, the Sharks were concerned about Sugardoh’s high debt ($1.5 million) and unprofitable margins, which stood at 60%, much lower than the 80-90% typically required for retail.
Despite Aliyah’s compelling story and entrepreneurial spirit, none of the Sharks felt confident in the business’s financial health or its ability to stand out in a competitive market.
Ultimately, Aliyah left without a deal.
What Happened to Sugardoh After Shark Tank?
Despite not securing an investment, Sugardoh’s exposure on Shark Tank spurred an increase in sales and brand recognition.
Sugardoh continues to thrive, with products available at major retailers like Ulta Beauty, Walmart, and Urban Outfitters, as well as online through Amazon and its own website.
In 2024, Sugardoh was recognized as Ulta’s Black-Owned Brand of the Year, a significant achievement for the brand.
Aliyah has been working to improve profit margins by reducing manufacturing costs, and the company is expected to break even soon.
Also, don’t miss this update on Shark Tank products from Season 16, Episode 3
Future Plans
Sugardoh is expanding its retail presence, with plans to enter more beauty retailers like Urban Outfitters in 2024.
Additionally, the company is focusing on increasing margins by partnering with new suppliers and refining its manufacturing process.
Aliyah also plans to continue leveraging TikTok and other social media platforms to educate customers on the benefits of sugaring and grow her loyal customer base.
Closing Remarks
Sugardoh’s journey from a DIY kitchen project to a multimillion-dollar beauty brand is a testament to Aliyah Marandiz’s resilience and innovation.
Despite the challenges of high debt and unprofitable margins, Sugardoh is making strides in the beauty industry with a strong retail presence and growing brand recognition.
Keep an eye on Sugardoh as it continues to disrupt the hair removal market with its all-natural, eco-friendly solutions.
We’re closely following the company to bring you valuable insights. Stay tuned for the latest updates on Sugardoh!
Feature Image Credit: @abc/@christopherwillard
