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Cardiff entrepreneur to star on BBC Dragons Den

Matt pictured within the iconic Den (Image: BBC Pictures)

A Cardiff-based brand will pitch its premium skincare range during Thursday’s episode of Dragons’ Den.

Entrepreneur Matt Jones, 40, launched MESOA For Men in 2019 after being overwhelmed with male skincare in a leading high street retailer – not knowing which product to use, let alone how and when.

Matt Jones CEO of MESOA for Men

Matt, who lives in South Wales with his wife, Sarah, says, “For generations, men have always had to bottle everything up. Opening up about emotions or challenges was seen as a weakness, and likewise, it was seen as too feminine to have skincare routines.”

“Unlike with women, talking about your skin concerns or routines would never be a topic of conversation men usually have with their friends. Our purpose is to break the stigmas around male cosmetics and make everyone feel confident in their skin by educating men on what products and routines are right for their skin types and lifestyles.”

Having dropped out of school with no GCSEs and after a stint in the Army, the dad of five built and owned Wales’ largest advertising agency, S3, with an impressive client roster including Deliveroo, Public Health Wales, Airbus, and the Welsh Rugby Union.

The S3 Advertising office in Cardiff’s One Central Square, at one point the second-coolest office in the UK, with an adult-sized ball pit (Image: S3 Advertising)

Matt sold the agency in October 2019 as part of a multi-million-pound management buy-out – proving his doubters (and himself) wrong.

Now, the entrepreneur is set to appear on Dragon’s Den on Thursday, April 7th, hoping to secure a Dragon to expand MESOA For Men further.

“As an entrepreneur, you need to push yourself out of your comfort zone consistently; sharpen your skills under pressure and learn from your peers. I knew taking part in Dragon’s Den would achieve those things”, Matt adds.

The show is due to air on Thursday, April 7th at 8pm on BBC One and iPlayer.