An inconspicuous email in my inbox and a phone call. Followed by an incredible adventure I never would have dared to dream of: The Lion's Den Germany. Many people ask me how I managed to get on such a TV show. Did we apply? The truth is more surprising. We were found.
This post is the first part of my journey and I'll take you behind the scenes to tell you how it all began.
Why is this topic important?
For many founders, participating in "The Lion's Den" is a dream come true. They see it as the ultimate opportunity to present their product to an audience of millions. What many don't know is that the TV production company, among other things, also looks for suitable startups for the TV show itself. That's exactly what happened to us; we were asked to participate in the casting. It's a huge endorsement for the minimalist , water-free beauty concept and shows that authenticity and a strong product are the best strategy for getting noticed. The "The Lion's Den" experience showed me once again that you don't always have to follow the traditional path. And even more importantly, that even when things get loud all around, it's very important to listen to your intuition.
From product scouting to the casting process
It was a normal workday in November 2020 when my phone rang. A friendly voice introduced itself: Sony Pictures, the production company of "Die Höhle der Löwen" (The Lion's Den) in Germany. At first, I thought it was a joke. But the person on the other end of the line explained that they were looking for sustainable, innovative brands and had come across SHEA YEAH. They asked me for the audition, I thought about it for a few days, and then accepted.
The casting process was multi-stage and extremely thorough . It wasn't just a single interview; very detailed information was required. Each round was like a mini-pitch. It was a much more in-depth process than I ever expected, and it demonstrated how structured and professional the production is. The TV station VOX was also involved in the decision. And so, among other things, I had to videotape the casting. Funny side note: It was winter at the time, and I was living in a small circus wagon. It was extremely difficult for me to shoot good videos in a space of about 3m². 😀
Conclusion from the casting: Every round was further confirmation for me that the uniqueness of the concept really matters, that the message of conscious cosmetics with 0% water has been received. 🌿
Authenticity & Numbers: What the DHDL production company really wanted to see
The preparation was intensive. It was all about getting to the heart of the matter. The core messages the radical idea of water-free natural cosmetics , the #savewater mantra , the ethical origins of organic shea butter, and my very personal founder's story—or let's say, life story . To be convincing, however, I also had to impress with hard facts. The #savewater motto and the ethical sourcing of ingredients are just as important to potential investors as the economic viability of the business model .
My personal learnings from the preparation period
This process taught me a lot about entrepreneurship, and also about what it means for me personally to step out of my comfort zone. Most importantly:
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Believe in your idea: If you don't stand behind your product 100%, no one else will. 💪
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Be authentic: Your personal story is your biggest pitch. It makes your product unique.
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Challenge the status quo: Our water-free philosophy is radical. This is precisely what sets us apart from other brands.
This first chapter of my Lion's Den journey was emotional, surprising, and instructive. It showed me that it's worth standing up for your beliefs.
I hope my Lion's Den experience inspires you to pursue your own dreams and be a little naively brave! 😀
The adventure continues – in the next part, I'll take you to Cologne and show you what it was really like behind the scenes of the show. What happened when we entered the studios? What would you have asked the lions?
Warmly ❤️
Sandra
Founder SHEA YEAH & Natural Cosmetician
Treat yourself to the products that made this journey possible in the first place. Discover our water-free all-rounders – discover the original body butter from the show now. 🫶
FAQ: Frequently asked questions about our "Lion's Den" application and casting
Was SHEA YEAH accepted into “Lion’s Den” Germany?
Yes, SHEA YEAH was actively approached by the production company of "Die Höhle der Löwen" (The Lion's Den) based on the uniqueness of the products, the company philosophy, and the founder's story. However, she had to go through the standard casting process, just like regular applicants.
Do you have to apply to participate in "The Lion's Den"?
Not necessarily. While many founders apply, we also actively seek out brands that are a particularly good fit for the show and the investors, as was the case with SHEA YEAH.
What are the most important criteria for being invited to the DHDL Pitch?
The producers value a strong and authentic founding story, a unique product and a convincing message, as with SHEA YEAH's water-free natural cosmetics philosophy.
Note: These texts were created using artificial intelligence, but come from my SHEA YEAH diary.
