Sugardoh Update | Shark Tank Season 16
Hair removal can be painful and harsh, especially for those with sensitive skin. After experiencing irritation from traditional waxing, Aaliyah felt driven to create a gentler alternative—Sugardoh. Her company offers an all-natural, compostable sugaring kit that not only effectively removes hair but also exfoliates and soothes the skin, making hair removal a kinder experience altogether. Will the sharks be interested in Aliyah’s solution for waxing? Let’s find out in our Sugardoh update and pitch recap.
If you’re short on time, here’s a quick overview of what happened to Sugardoh after
Aaliyah entered
In terms of a Sugardoh update, the company expanded its market reach by partnering with Urban Outfitters. Additionally, shortly after
| Shark | Result |
| Daymond John | No offer |
| Kevin O’Leary | No offer |
| Mark Cuban | No offer |
| Lori Greiner | No offer |
| Kendra Scott | No offer |
Shark Tank Sugardoh Pitch
- Entrepreneur: Aliyah Marandiz
- Business: Hair removal product
- Ask: $500,000 for 5% equity
- Result: No deal
- Sharks: None
Aaliyah walked into
She sought an investment to pay down her debt, increase inventory, and strengthen her market position.
Sugardoh is an at-home sugaring kit that is a natural alternative to traditional hair removal.
It is made from sugar, water, and citrus. It gently pulls hair from the root while exfoliating the skin, making it ideal for sensitive skin.
Initially, Aaliyah sold Sugardoh directly to consumers, but after demand surged, she expanded to Amazon and Ulta Beauty to reach more customers.
The company developed a proprietary manufacturing process and a unique formula, which protects Sugardoh’s intellectual property and sets it apart from other hair removal options.
Sugardoh primarily targets eco-conscious customers and those seeking a skin-friendly, sustainable alternative to waxing.
Additionally, the at-home kit offers a convenient, gentle, and eco-friendly hair removal solution that meets today’s consumer preferences.
Since its launch in September 2020, Sugardoh has grown significantly.
In its first year, the brand earned $50,000 in revenue. By 2021, a viral TikTok post boosted revenue to $2.6 million, and by the end of 2022, sales climbed to $5.6 million.
However, profitability remained elusive.
In 2022, Sugardoh operated with a 60% margin—well below the 85-90% margin needed for retail profitability—resulting in a 7% loss, or around $447,000.
To keep the business afloat, Aaliyah and her husband invested $400,000 of their own money.
Despite this, the company still holds $1.5 million in debt with a steep 22% interest rate and has $1 million in inventory, which continues to strain cash flow.
Recently, they managed to raise margins to around 80% by updating suppliers and improving their manufacturing.
Mark Cuban says he doesn’t understand the product and industry. He’s the first shark to exit the negotiations.
Kevin O’Leary found the valuation too high, though he noted he might have been interested in a lower ask. He’s out as well.
Daymond John says it would take too long to get his money back. He’s out.
Guest shark Kendra Scott says the valuation is too high for her, plus Aaliyah’s debt issues. For those reasons, she’s out.
Lori Greiner acknowledged the difficulties of rapid growth paired with financial strain but believed Aaliyah’s ask wouldn’t fully address the issues. She’s the last shark out.
Ultimately, Aaliyah left without securing a deal.
Keep reading our Sugardoh update to find out what happened to Aaliyah and her company.
Shark Tank Sugardoh Update
Our Sugardoh update found that the company has continued to promote its natural, at-home hair removal products on the Sugardoh website and social media pages.
Additionally, Urban Outfitters had begun stocking Sugardoh’s products, expanding their reach beyond e-commerce.
Our research into the Sugardoh update found that just a few weeks after their episode filming, Sugardoh celebrated its fourth anniversary.
The brand has come a long way, evolving from Aliyah’s living room into a multimillion-dollar business.
Moreover, their signature DOH paste, available in firm and medium options, caters to different hair types and preferences.
We will be sure to let you know when we get another Sugardoh update.
For more updates from
Before you go, be sure to check out our list of all the Shark Tank Season 16 products.
Marvin Uzor
Marvin Uzor is a content contributor for Shark Tank Recap. He specializes in crafting engaging, well-researched content that delve into the latest Shark Tank stories, keeping readers hooked. He has a soft spot for his favorite Shark Tank companies, Bombas and Doorbot, known for their innovation and impact.