Aliyah Marandiz, a woman entrepreneur, appeared on Shark Tank Season 16 to pitch her business, Sugardoh, which sells a natural hair removal product made from sugar, lemon, and water. She got the idea when she went to a salon to remove her body hair and noticed that traditional hair removal methods were damaging her skin. Inspired by the ancient sugaring technique, she created a gentler, natural alternative.
On the show, Aliyah asked the Sharks for $500,000 in exchange for 5% equity, valuing her company at $10 million. However, she did not get a deal because her business had over $1.5 million in debt and was not yet profitable.
| Company Name | Sugardoh | |
| Founder | Aliyah Marandiz | |
| Founded | 2020 | |
| Product | Body hair removal product | |
| Asked For | $500K for 5% equity | |
| Final Deal | No Deals | |
| Sharks | No Sharks | |
| Episode (Shark Tank USA) | S16 E3 | |
| Air Date | Nov 1st, 2024 | |
| Business Status | In Business | |
| Website | Visit Website | |
| Headquarters | Austin, Texas, USA | |
| Lifetime Worth (Sales) | $10 Million *estimated | |
| Valuation | $10 Million | |
Who Is The Founder Of Sugardoh?
Aliyah Marandiz founded Sugardoh in September 2020. She comes from a marketing background and has worked with several multinational companies, including Omidyar Network, IT’S TIME TEXAS, Kurbo Health, Jones-Dilworth, Inc. (JDI), and Target.
In addition to her corporate experience, Aliyah also worked as a freelance designer and marketer. Aliyah completed her Bachelor of Science degree in Sociology from Santa Clara University.
How Was The Shark Tank Pitch Of Sugardoh?
Aliyah Marandiz appeared on Shark Tank Season 16 to pitch her business, Sugardoh, a natural hair removal product made from sugar, lemon, and water. She demonstrated the product on her male friend, Richard, with the help of guest Shark Kendra Scott, showcasing its gentle and compostable waxing method.
Kevin O’Leary questioned the $10 million valuation of the company, pointing out that sugaring is an ancient method and not proprietary. Aliyah explained that she spent two years experimenting to perfect the product and now holds intellectual property (IP) for the manufacturing process.
She revealed that she launched her business in September 2020, achieving $50,000 in sales by the end of that year. In 2021, sales soared to $2.6 million due to a viral TikTok campaign, and by 2023, sales had reached $5.6 million through her website, Amazon, 300+ Ulta Beauty stores, and over 1,300 nationwide retail locations.
Despite impressive sales figures, Aliyah disclosed a cash burn of 77% in 2023, resulting in a $440,000 loss. To cover this loss, she and her husband invested $400,000 of their own money into the business. Additionally, Sugardoh is currently carrying $1.5 million in debt but has $1 million worth of inventory.
Aliyah emphasized her need for cash to sustain the business. However, Mark Cuban opted out due to concerns about the business model. Kevin O’Leary found the valuation too high and declined. Daymond John, Kendra Scott, and Lori Greiner also decided not to invest due to financial risks and challenges. Ultimately, Aliyah left Shark Tank without securing a deal.
Breakdown Sharks Offer
Note: Here’s a quick summary of the offers and counteroffers between the Sharks and Aliyah Marandiz:
| Sharks | Offers |
| Kevin O’Leary | No Offer |
| Kendra Scott | No Offer |
| Mark Cuban | No Offer |
| Daymond John | No Offer |
| Lori Greiner | No Offer |
| Founder’s (Countered) | No Counter |
| Final Deals | No Deals |
Sugardoh Shark Tank Update
After the Shark Tank episode aired, Sugardoh experienced a temporary boost in sales due to the increased exposure. However, such spikes are often short-lived. The real benefit came in the form of enhanced product branding and recognition.
Aliyah Marandiz has since introduced new products, including Pre-Sugaring Body Powder, Post-Sugaring Soothing Gel, and the Ingrown Magic Wand, all at affordable prices. Currently, Sugardoh is focusing on social media marketing and influencer collaborations to drive sales and grow its customer base.
What Is Sugardoh Net Worth?
Sugardoh’s valuation on Shark Tank was $10 million. According to some sources, the global sugaring hair removal market is expected to grow at an annual rate (CAGR) of about 6.4% until 2032. Based on this industry growth and Sugardoh’s valuation, the company’s estimated net worth in the current year is around $10.5 million.
