Dragons’ Den fans say show has ‘turned into X Factor’ with ‘sob stories galore’ and ‘soft’ investors  – as entrepreneur breaks down in tears over Steven Bartlett’s ‘patronising but kind’ gesture

Dragons’ Den caused a stir last night after disappointed viewers lambasted the rise in ‘sob stories’ and the investors for becoming ‘so soft’.

The criticisms came after an entrepreneur broke down in tears over Steven Bartlett’s gesture – which saw her leave the den without an investment, and instead receive the offer of the Diary Of A CEO podcast host’s time.

But his ‘kind’ move of offering his help for free – which was matched by Touker Suleyman and Peter Jones – was labelled ‘patronising’ by some fans as they insisted the Dragons should’ve viewed the pitch as nothing more than a ‘business transaction’

Appearing on the BBC programme on Thursday, Millie Flemington-Clare, 25, from Bristol, was after £50,000 for a 20 per cent share in her inclusive makeup brand Human Beauty.

Describing herself as a ‘4ft 6in pink-haired pocket rocket’, the influencer revealed how she has a rare inherited condition called Cystinosis that affects the kidneys and eyes.

‘I have spent most of my childhood and teens in and out of hospital and as a result was bullied for my height, the way I walk and I was tube fed until I was 18,’ said Millie.

‘In the last four years I have had two kidney transplants and I ended up in ICU for over three months. But make-up became my therapy.’

Her range includes products with audio and visual descriptions as well as a mascara that can be applied from any angle to the eye – but despite impressing with her pitch, none of the Dragons wanted to invest financially in the business.

Millie explained how she had watched Dragons’ Den since she was eight and it was a ‘dream for her to be on the show’, adding that ‘I’m just always wanting to prove to people what I’m capable of.’ 

But as she delved into her financial figures, the Dragons began to back out on offering an investment. However, they did offer their time to the ‘inspiring’ hopeful.

The first to do so was Steven, who said: ‘It’s a really, really inspiring story, and I love sitting in this chair, because I get to meet people who have given me this wonderful reminder of human perseverance and creativity and ingenuity and how there’s so many people out there fighting to change things.

‘As a business case, it’s not a financial investment for me, okay, so I’m gonna say that I’m out. But I’m willing to invest my time, which means that I’m inviting you to come to my offices in central London, hang out with me and my team.

‘We can teach you the dark arts of social media and marketing that you’re seeking and hopefully that will give you what you’re looking for.

‘So that’s an offer from me. It’s not a financial one. It’s why I’m out. But I’m offering to invest my time.’

Touker and Peter then followed suit, with the former promising to assist with sourcing despite all the Dragons pulling out from investing financially.

Peter said: ‘I do think if you look at this, you are individually the definition of human beauty… 

‘When Touker develops the products, Steven develops the social media, I am going to tell my team to help you distribute and sell online your products that you develop. That way you get to keep all of your company, which you deserve.’

As an emotional Millie thanked Steven, Peter and Touker for their kind offers, fellow Dragon Deborah Meaden said: ‘You might have done the best deal I’ve ever seen in the den! You’ve given away none of your business and you’ve got loads of help!’ 

After leaving the den, Millie said: ‘To have Touker, Steven and Peter’s help is game-changing for me. They’re going to be able to help me with the exact things I need to be able to get Human Beauty out to more people and make a real change.’

Despite the kind gesture, some viewers thought the Dragons were being ‘patronising’, with one person writing on X, formerly known as Twitter: ‘Steven won’t invest, but he’ll make you a TikTok video.’

Another person said: ‘What was different about that makeup that Rimmel etc don’t already offer? That all just felt a bit patronising. Kind, but patronisingly so.’

‘Lots of people here tonight missing how incredibly patronising they are being,’ wrote a third individual.

Elsewhere, viewers bemoaned the ‘sob stories galore’ that they claimed the BBC programme is now filled with – with some unimpressed fans comparing the show to X Factor, which was known for including tear-jerking tales in its series.

They also criticised the Dragons for becoming ‘soft’, with one person writing online: ‘Since when did the Dragons on #dragonsden become so soft?’

Another person wrote: ‘#DragonsDen is awful these days. All about sob stories, political correctness and saving the world rather than true innovative business ideas.’

A third added: ‘What happened to #dragonsden? It’s become more about the sob story than the actual product! And why are they handling everyone with kid gloves.’

A fourth said: ‘Why is every investment born from a sob story… where’s the cut throat of business deals like it used to be. It’s s***.’

One person insisted: ‘Some absolutely brilliant people on tonight but please don’t let it become sob story based like X Factor, Repair Shop etc’, while another said: ‘It’s turned into X Factor.’

However, others seemed to appreciate the Dragons sweet gesture, with one fan writing: ‘I’m kind of glad the show has mellowed and allowed moments like that.’

‘Dragons’ Den got me crying tonight,’ admitted another emotional viewer.