Sugardoh Update | Shark Tank Season 16
Hair removal has long been associated with pain, irritation, and harsh chemicals—especially for sensitive skin.
That’s precisely what Aaliyah Marandiz, the founder of Sugardoh, set out to change.
Her all-natural sugaring kits offer a gentle, sustainable, and effective alternative to traditional waxing.
In Shark Tank Season 16, Aaliyah pitched Sugardoh, hoping to secure an investment to pay down debt, increase inventory, and scale her business.
But did the Sharks bite? And what has happened to Sugardoh since the show? Let’s take a closer look.
Sugardoh’s Shark Tank Pitch
The Founder & Business Concept
Entrepreneur Aaliyah Marandiz introduced Sugardoh as a clean, eco-friendly hair removal solution.
Unlike traditional wax, Sugardoh’s paste is made from just three simple ingredients: sugar, water, and citrus.
Why Sugardoh Stands Out
- Gentle on sensitive skin – No harsh chemicals, reduces irritation
- Eco-friendly – Compostable and reusable (unlike wax strips)
- Convenient – At-home sugaring kit for easy, mess-free hair removal
- Patented Formula – Unique texture & manufacturing process set it apart
The company started as a direct-to-consumer brand, later expanding to Amazon and Ulta Beauty to reach a larger audience.
The Ask & Business Performance
Aaliyah entered the Tank seeking $500,000 for 10% equity, valuing Sugardoh at $5 million.
She supported her valuation with impressive revenue numbers:
| Year | Revenue | Key Milestones |
| 2020 | $50,000 | Launched the brand |
| 2021 | $2.6 million | Viral TikTok video boosted sales |
| 2022 | $5.6 million | Expanded retail partnerships |
Despite strong sales, Sugardoh struggled with profitability.
- 2022 Margins: 60% (vs. 85-90% needed for retail profitability)
- 2022 Loss: $447,000 (7% net loss)
- Debt Load: $1.5 million at a high 22% interest rate
- Inventory: $1 million worth of unsold product
Aaliyah and her husband had already invested $400,000 of their own money, and the company had recently raised margins to 80% by switching suppliers and improving manufacturing.
Shark Reactions & The Final Outcome
Despite liking the product, the Sharks were concerned about the company’s financial struggles.
| Shark | Response | Reason |
| Mark Cuban | No Offer | Didn’t understand the product or industry. |
| Kevin O’Leary | No Offer | The valuation was too high; might have been interested at a lower ask. |
| Daymond John | No Offer | Believed it would take too long to see a return on investment. |
| Kendra Scott | No Offer | Concerned about high valuation and debt issues. |
| Lori Greiner | No Offer | Acknowledged Aaliyah’s challenges but felt the investment wouldn’t solve them. |
With no offers, Aaliyah left Shark Tank without a deal. But how did Sugardoh fare afterward?
Sugardoh’s Growth After Shark Tank
Even without a Shark’s backing, Sugardoh continued to grow, expanding its retail footprint and refining its business strategy.
Sales & Revenue Growth
| Timeframe | Sales & Business Milestones |
| Post-Shark Tank (2023) | Partnered with Urban Outfitters, expanding beyond e-commerce. |
| Fourth Anniversary (2024) | Celebrated four years in business, marking significant growth. |
| Current Status | Continues to sell through Amazon, Ulta Beauty, and direct-to-consumer channels. |
Retail Expansion & Distribution
Sugardoh’s retail presence has expanded beyond its initial DTC model, now available through multiple platforms:
| Retail Partner | Availability |
| Amazon | Nationwide |
| Ulta Beauty | Select Locations |
| Urban Outfitters | New Retail Partner (2024) |
| Sugardoh Website | Direct-to-Consumer Sales |
This move allows Sugardoh to reach new audiences, increasing brand awareness and accessibility.
New Product Launches & Brand Growth
- Expanded Product Line – Sugardoh now offers DOH paste in different firmness levels (Medium & Firm) to cater to various hair types.
- Sustained Media Attention – The brand continues to engage with social media, influencers, and eco-conscious consumers.
Key Factors Behind Sugardoh’s Success (and Challenges)
Why Sugardoh Continues to Thrive
- Strong Brand Identity – Appeals to eco-conscious consumers looking for sustainable beauty solutions.
- Viral Social Media Presence – TikTok and Instagram greatly influenced brand awareness.
- Retail Expansion – New partnerships with Urban Outfitters and Ulta Beauty broaden distribution.
- Continuous Product Improvement – Higher profit margins and refined manufacturing processes are helping stabilize finances.
Challenges & Areas for Improvement
- Debt Burden – High-interest loans continue to strain cash flow.
- Inventory Management – Managing $1 million in unsold inventory remains a challenge.
- Profitability Struggles – While margins have improved, the company is still working toward sustainable profitability.
Final Thoughts: What’s Next for Sugardoh?
Despite leaving Shark Tank without a deal, Sugardoh continues to grow and evolve.
The company has proven its resilience by securing a retail partnership with Urban Outfitters, celebrating its fourth anniversary, and expanding its product offerings.
Moving forward, Sugardoh’s focus should be on:
- Further improving profitability to reduce financial strain.
- Optimizing inventory management to balance supply and demand.
- Exploring new retail partnerships to reach even more consumers.
With a strong brand, a dedicated founder, and increasing market traction, Sugardoh has the potential to become a household name in the hair removal industry.
🔹 Want to try Sugardoh for yourself? Check it out on Amazon, Ulta Beauty, and Urban Outfitters!
What do you think about Sugardoh’s journey? Let us know in the comments!
