Finding the right foundation shouldn't feel like a high-stakes scavenger hunt. But for anyone with a skin condition like eczema or acne, that’s exactly what the makeup aisle feels like. Most products either look like a mask or flare up your skin the second you put them on. This is the exact problem Alicia Scott wanted to solve when she walked into the Range Beauty Shark Tank pitch back in early 2022. She wasn't just selling "another" makeup brand; she was selling a solution for the "forgotten" shades and skin types that the big corporate giants usually ignore.
It was a big moment. Scott stepped onto the carpet during Season 13, Episode 14, seeking $150,000 for 6% of her company. Honestly, it was a masterclass in how to pitch a brand that actually means something. She didn't just walk in with a prototype and a dream. She had real numbers, a real community, and a product that literally changed how people with reactive skin viewed themselves in the mirror.
Why Range Beauty hit a nerve in the Tank
The makeup industry is worth billions, but it’s notorious for being exclusionary. If you have "melanated skin" and a condition like eczema, your options are basically zero. Most brands use ingredients like talc or bismuth oxychloride, which can be total nightmares for sensitive skin. Scott’s pitch for Range Beauty on Shark Tank focused on this "dual-threat" approach: high-performance pigment meets clean, soothing ingredients.
She had the Sharks' attention immediately.
Usually, when someone pitches a beauty brand, Kevin O’Leary starts complaining about "customer acquisition costs" and how he can’t tell one lipstick from another. But this felt different. Scott's backstory resonated. She’d spent years in the fashion industry, noticing that makeup artists often didn't have the right shades for Black models—or worse, they’d use products that caused breakouts. She took matters into her own hands, starting the brand in her kitchen. By the time she stood in front of Mark Cuban and Lori Greiner, she had already bootstrapped her way to significant revenue.
The Numbers That Made Them Listen
Scott revealed some pretty impressive stats. At the time of filming, the company had done about $330,000 in sales the previous year. What really blew the Sharks away was the growth. They were on track to hit $1.7 million. That’s not just a hobby; that’s a scaling business.
The profit margins were solid, too. She was selling her True Intentions Hydrating Foundation for around $21, with a landed cost that left plenty of room for marketing and retail expansion. It’s rare to see a founder who understands her supply chain as well as her social media strategy.
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The Negotiation: Emma Grede and Lori Greiner Step Up
While Mark Cuban and Robert Herjavec eventually dropped out—mostly because they didn't feel they could add specific value to a cosmetics brand—the energy changed when Emma Grede and Lori Greiner started talking.
Emma Grede was a guest Shark that day. As the CEO and co-founder of Good American and a founding partner of SKIMS, she knows a thing or two about inclusive branding. She saw the potential immediately. But she also saw the risk. The beauty space is crowded. Like, insanely crowded. You can’t just have a good product; you need a "moat" around your business.
Lori Greiner, the "Queen of QVC," saw the "hero" potential. She loved the idea of a foundation that treats skin while you wear it.
The Deal Details
The tension was thick. Scott originally wanted $150,000 for 6%. That’s a $2.5 million valuation.
After some back-and-forth, Lori and Emma decided to team up. They offered $150,000 but wanted more skin in the game: 15%. Alicia Scott didn't just fold, though. She counter-offered. This is where most founders get nervous, but she held her ground. Eventually, they settled on $150,000 for 15% equity.
It was a huge win. Getting two powerhouse women behind a brand aimed at women of color was basically the best possible outcome for Range Beauty on Shark Tank.
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What Most People Get Wrong About the Post-Tank Reality
Here is the thing about Shark Tank: the "handshake" on TV isn't a legal contract. It’s an agreement to go to "due diligence." This is the boring, legal part where lawyers look at every single receipt and contract the founder has ever signed.
For Range Beauty, the path after the show was a bit of a whirlwind. Many fans wonder if the deal actually closed. While some deals fall apart in the months following the broadcast, Alicia Scott has been vocal about the "Shark Tank Effect." Even if every detail of a deal changes, the exposure is worth millions in "free" marketing.
Suddenly, her site was flooded with orders. The "Small Business Blues" hit—when you have too many customers and not enough boxes. But she handled it.
Expanding Beyond the Screen
Since appearing on the show, Range Beauty has done more than just survive; it has thrived. They’ve secured retail partnerships that most indie brands would kill for.
- Target: Being part of the Target Zero initiative and getting onto those shelves was a massive milestone.
- Funding: Beyond the Sharks, Scott became the first Black woman to receive funding from the Fearless Fund and other venture capital groups.
- Product Evolution: They didn't just stick to foundation. They expanded into primers, setting powders, and body products, all keeping that "eczema-friendly" promise.
Honestly, it’s refreshing. So many beauty brands "pivot" away from their original mission once they get a little bit of fame. Range Beauty stayed obsessed with their core customer. They didn't try to become everything to everyone. They stayed the go-to for people with "problem" skin who still want to look glowing.
The Ingredient Secret Sauce
You can’t talk about this brand without talking about what’s actually in the bottle. This was a huge part of the Range Beauty Shark Tank appeal. Most foundations are basically paint. Scott’s formula uses:
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- French Pink Clay: To help with oil control without stripping the skin.
- Calendula: For soothing inflammation (the holy grail for eczema).
- Cornflower: An antioxidant that helps with stressed skin.
It’s basically skincare disguised as makeup. When the Sharks heard "non-comedogenic" and "clean," they knew it hit the 2024-2026 consumer trends perfectly. People aren't just buying products anymore; they're buying ingredients. They’re reading the back of the label like it’s a mystery novel.
The Hard Truths of Scaling a Beauty Brand
It hasn't all been easy. Let's be real. Scaling a brand in the middle of global supply chain wonkiness and rising inflation is a nightmare. Scott has been transparent about the struggles of keeping items in stock and managing the logistics of a fast-growing retail presence.
The beauty industry is also fickle. One day you’re the "it" brand on TikTok, and the next, everyone has moved on to the next shiny object. Range Beauty’s staying power comes from its community. They don't just post pretty pictures; they educate. They talk about "skin texture" as a normal thing, not a flaw to be erased.
This authenticity is what Emma Grede likely saw. You can’t fake that kind of brand loyalty.
Is the Deal Still Active?
As of 2024 and 2025 updates, Alicia Scott has continued to grow the brand with a mix of the original Shark energy and new strategic partners. While the exact equity split today is private, the mentorship from the show clearly acted as a springboard. Range Beauty is often cited as one of the "success stories" in the inclusive beauty category, alongside brands like Fenty but at a much more accessible price point for the average person.
Actionable Insights for Founders and Shoppers
If you’re a founder looking at the Range Beauty Shark Tank story as a blueprint, or if you’re just a fan of the brand, there are a few things to take away from this journey.
- For Entrepreneurs: Don't pitch a product; pitch a gap in the market. Alicia didn't say "I have makeup." She said "I have makeup for the 25 million people with eczema who can't find a foundation shade." Specificity wins every time.
- For Shoppers: If you have reactive skin, look for the "Seal of Acceptance" from the National Eczema Association. Range Beauty was one of the first to really lean into this.
- For Investors: The "inclusion" market isn't a trend. It's a correction of a decades-long oversight. There is still so much room for brands that serve specific, underserved demographics.
To move forward with your own brand or to better understand this market, your next steps should be:
- Audit your "Why": Like Scott, identify the specific person you are helping. If your product is for "everyone," it’s for no one.
- Verify Ingredients: If you're a consumer, use tools like EWG or SkinCharisma to check if your "clean" beauty is actually clean.
- Support Bootstrapped Brands: Many of these founders are still fighting for shelf space against legacy brands with 100x their budget.
The story of Range Beauty is a reminder that the Shark Tank stage is just the beginning. The real work happens when the cameras turn off and the thousands of orders start rolling in. Alicia Scott proved that a founder who knows her "forgotten" customer is a founder that can't be stopped.