An inconspicuous email in my inbox and a phone call. Followed by an incredible adventure I never dared to dream of: Die Höhle der Löwen Germany. Many people ask me how one manages to get into such a TV show. Did we apply? The truth is more surprising. We were found.
This post is the first of several parts of my personal journey into the TV show "Höhle der Löwen (DHDL) and beyond. I'll take you behind the scenes to tell you how it all started and how it developed.
Why is this topic important?
For many founders, participating in "Die Höhle der Löwen" is a dream. They see it as the ultimate chance to present their product to a million-strong audience. What many don't know: the TV production company also actively searches for suitable startups for the TV show. This is exactly what happened to us; we were asked to participate in the casting. It's a huge validation for the minimalist and water-free beauty concept and shows that authenticity and a strong product are the best strategy to get noticed. The Höhle der Löwen experience has shown me once again that you don't always have to follow the classic path. And even more importantly, that even when things get loud all around you, it's very important to listen to your intuition.
Passionate SHEA YEAH development, even before the "Höhle der Löwen era"
From product scouting to the casting process
It was a normal workday in November 2020 when my phone rang. A friendly voice introduced herself: Sony Pictures, the production company of "Die Höhle der Löwen" 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 noticed SHEA YEAH. They asked me to join the casting; I thought about it for a few days and agreed.
The casting process was multi-stage and extremely thorough. It wasn't just about a single conversation; very detailed information had to be provided. Each round was like a mini-pitch. It was a much deeper process than I had ever expected, and it showed how structured and serious the production is. The TV channel VOX was also involved in the decision. And so, among other things, I had to do the casting via video recordings. Funny sidenote: It was winter at the time, and I lived in a small circus wagon. It was super difficult for me to shoot good videos in an area of approx. 3m2 😀
Conclusion from the casting: Each round was another confirmation for me that the uniqueness of the concept really counts, that the message for conscious cosmetics with 0% water – had arrived.
Authenticity & Numbers: What the DHDL Production Company Really Wanted to See
The preparation was intense. It was about getting to the heart of the matter. The core messages of the radical idea of water-free natural cosmetics, the #savewater mantra, the ethical origin of organic shea butter, and my very personal founder, or rather, life story. To convince, however, as I said, I also had to score 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.
Preparations for the Pre-Pitch of Höhle der Löwen
My personal learnings from the preparation time for DHDL
This process taught me a lot about entrepreneurship. And also about what it means for me personally to really step far out of my comfort zone. The most important thing:
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Believe in your idea: If you're not 100% behind your product, no one else will be. 💪
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Be authentic: Your personal story is your biggest pitch. It makes your product unique.
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Question the status quo: The water-free philosophy is radical. That's exactly what set us apart from other brands.
This first chapter of my Höhle der Löwen journey was emotional, surprising, and educational. Oh yes, and extremely exhausting and time-consuming. But it showed me that it's worth standing up for a conviction.
I hope my Höhle der Löwen experience inspires you to pursue your own dreams and to be a little naively brave sometimes!
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 of SHEA YEAH & Natural Cosmetics Specialist
Treat yourself to the products that made this journey possible. Discover our water-free all-rounders – explore the Original Body Butter from the show. 🫶
🤖 Note: These texts were created with the help of the AI assistant «SHE-AI», an artificial intelligence that I have specialized in SHEA YEAH. However, the information comes from my personal SHEA YEAH diary.
FAQ: Frequently Asked Questions about our "Höhle der Löwen" (DHDL) Application or Casting
Q: Was SHEA YEAH accepted on "Höhle der Löwen" Germany?
A: Yes, SHEA YEAH was actively invited by the production company of "Die Höhle der Löwen", based on the uniqueness of the products and the company philosophy and founder story. However, the casting had to be completed as standard, just like for regular applicants.
Q: Do you have to apply to participate in "Höhle der Löwen"?
A: Not necessarily. While many founders apply, the show also actively seeks out brands that are particularly well-suited to the program and the investors, as was the case with SHEA YEAH. This is at least my personal observation.
Q: What are the most important criteria for an invitation to the DHDL pitch?
A: The producers value a strong and authentic founder story, a unique product, and a compelling message, as with SHEA YEAH's water-free natural cosmetics philosophy. Scalability is also of great importance.
