Aqueous Digital

Aqueous customer, Nereus London takes on the BBC Dragons

BBC Dragons Den Dragons Series 19 promo photo


‘Advice more valuable than money’ – how the Dragons changed the path of their business


Aqueous Digital’s customer, Nereus London appeared on the BBC’s long-running Dragons Den show this week and received some valuable advice from the Dragons on how to increase the appeal of their luxury hair and shower products.

Nereus founders James Inglesby and Diana Ziegler managed to pull off launching the beauty brand during the recent covid pandemic and subsequent national lockdown with plenty of blood, sweat and tears.

On the show, the two business owners talked the Dragons through their marketing strategy. This involved presenting their products as plastic free, with high-end packaging, natural ingredients and sustainability as a strong mix for driving sales, while keeping the environment front of mind.

However, the Dragons advised they should re-worked their strategy, which is exactly what they did.  In the seven months since the episode was filmed last year, their new strategy has helped sky-rocket sales to more than quadruple the previous level and contributed to significant month-on-month growth.  Nereus is incredibly proud that its customer return rate is now a whopping 30%.

Nereus London only use natural active ingredients and organic essential oils in their hair and skin products, leaving hair looking beautiful, feeling soft and smelling wonderful!


The invaluable advice from the Dragons on the show included:

  • What does Nereus London do? How are you different?
  • Focus on product benefits and Diana’s beautiful hair
  • Improve social media content by including scroll-stopping messages and videos
  • Reveal Diana’s personal reasons for launching the brand; her allergies and how the product solves these issues.
  • Know your numbers, not just ratios!


James Inglesby said: “Before Dragons’ Den, we were too focused on packaging and pushing our plastic free messaging. Peter Jones, Steven Bartlett and the other Dragons’ recommendations have encouraged us to keep sustainability at heart but focus more on delivering an amazing product experience.”

“We have built a much stronger brand position by focusing on product benefits and how our products have really helped Diana’s hair and our customers who’ve suffered with allergies for many years.”

“The feedback we have had from customers and results they have been getting has kept us going despite all the challenges. It wasn’t the right time for us on Dragons’ Den but we’re so grateful for the advice and have taken it all on board to better our brand. We are excited to see what the future holds for Nereus London!”

For James and Diana, Dragons’ Den was the hardest pitch of their lives. Despite not garnering investment, the feedback from the Dragons, especially Peter Jones, Touker Suleman and Steven Bartlett, was truly invaluable and has helped the brand pivot and grow to new heights.

Aqueous has been working with Nereus since their appearance on Dragon’s Den last year to help them improve the profile of their brand using Search Engine Optimisation (SEO).

Aqueous specialises in helping new SMEs and challenger brands across all sectors. Over the past decade, we have helped many small and up and coming brands on their journey to national and international success and we very much look forward to helping Nereus London become a top player in the hair and beauty sector.

If you are a new up and coming brand like Nereus London and would like help with your digital marketing, get in touch on 0800 284 1424

Find out more about Nereus London and their products on their website:

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