$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Dawn Mucci from Barrie, ON, pitched Lice Squad in Season 20, Episode 11, asking the Dragons for $150K for 5% of the company.
- Asked for$150K for 5%
- Valuation$3Mimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Wes Hall | Numbers did not add up, no partnership | Out |
| Manjit Minhas | Investment did not make financial sense | Out |
| Brian Scudamore | No offer, cheering as fellow franchisor | Out |
| Arlene Dickinson | Admired spirit and tenacity but no offer | Out |
| Michele Romanow | Suggested better understanding of numbers first | Out |
Dawn Mucci, from Barrie, ON, asked for $150,000 for 5% of LiceSquad.com and Superhero Kids Hair with Care, a head lice removal and specialized hair care service operating across 30 franchise locations since 2001. The company uses the Mucci Method, combining medical combs, oils, minerals and conditioners rather than pesticide-based treatments, with an average service ticket of $250 per person. System-wide sales last year were $2.9 million, franchise fee is $35,000 with a 10% royalty, and franchisees typically net $45,000 to $50,000 per year after costs.
The Dragons found inconsistencies in the per-unit sales figures compared to system-wide totals, which Dawn Mucci acknowledged as a calculation error. Wes Hall and Manjit Minhas went out over the unclear numbers, Brian Scudamore and Arlene Dickinson praised her tenacity but declined to invest, and Michele Romanow suggested she better understand her numbers before seeking investment. No deal was made.
Pitch details from CBC’s Dragons’ Den pitch page.
Lice Squad today
- StatusIn businessLast checked September 2026
Lice Squad is still operating and sells through its website.