Start Now!
Beauty entrepreneur Judith Williams and her team have been accompanying unique people since the first season
Start-ups like Bitter love, Little Lunch and mellow NOIR to success.
Judith’s motto “live your dream” is a passionate appeal to realize your own dreams in life.
She speaks with deep conviction because she has succeeded in doing just that. Your secret to success? Judith’s powerful mix
Passion, inspiration, hard work and “positive thinking”. Perfect characteristics for every founder.
Please send inquiries about business investments/start-ups office@startnow-consulting.de
The lion's den
The lions will soon roar again: can be seen on VOX and RTL+ from Monday, August 25, 2025. Don't miss it!
TALLOW NATURALS - Skin care without compromise
Ece and Niklas Spiegel founded Tallow after Ece suffered from skin problems for years and came across a traditional care formula made from beef tallow in the USA that permanently changed her skin. Together they brought the concept to Europe - with the vision of rethinking skin care: honest, effective and natural.
Tallow combines beef tallow from grass-fed cattle from the Lake Constance region with selected, high-quality ingredients. The products provide intensive care, strengthen the skin barrier and provide long-lasting moisture - without any synthetic additives.
With Judith Williams as their partner, Ece and Niklas want to show that real naturalness and visible effectiveness are not a contradiction.
pick’em – The toothpick rethought
The founders Joel, Niklas and Folkert have created a completely new taste experience with their high-tech flavoring process: pick'em toothpicks are available in eight intense flavors - a bold step away from classic products towards a statement for pop culture, innovation and individuality.
What has long been a cult in the USA and UK - supported by stars like KSI, iShowSpeed and UFC champion Tom Aspinall - is now set to conquer Germany too. With Judith Williams as a partner, the young team wants to re-establish the toothpick as a trend product. pick’em is available through its own online shop and Amazon.
Mudda Natur - Essentially the better grain
While studying agricultural sciences, Johannes Grenzbach, who comes from agriculture himself, developed the idea of growing quinoa not just as an experiment, but as a regular crop as part of his master's thesis. The idea soon became a company: today he and co-founder Simon Weiss successfully grow quinoa in the family business in his hometown in Hesse. Mudda Naturs Quinoa not only impresses with its short transport routes, but also contains no bitter substances (saponins), so the grain does not have to be washed and peeled after harvesting. This conserves resources, preserves the valuable ingredients of the peel and also tastes particularly delicious. Anyone who likes quinoa will love the diverse products such as fusilli, heart flakes, flakes and the vegan sauces made from it. All products are characterized by their high quality and their origin from controlled organic farming
out of. The founders attach great importance to regionality, sustainability and
transparent production processes that support conscious consumption.
MELLOW NOIR - POWER OF COFFEE OIL
While enjoying a steaming cup of coffee in his favorite café, Julian let his thoughts wander. He has always been fascinated by the power of coffee. The valuable coffee is grown on the other side of the world, shipped over to us, but unfortunately almost completely disposed of. While looking for a solution, he came across the particularly skin-care properties of coffee. The scientist and engineer did not go home empty-handed that day. He asked for a small donation of coffee grounds. Julian invested weeks, months and a lot of passion. The result is mellow NOIR – the soft black. mellow NOIR combines what is important: the luxury of effective care, closeness to nature and mindfulness of our environment. A holistic natural cosmetics with the purest, natural and at the same time highly effective ingredients. Uncompromising enjoyment for your skin!
Bedrop - bee products that have it all
Flo & Bee, the married founding couple, founded bedrop with passion based on their own experience with propolis & royal jelly. They are said to strengthen the immune system, cure neurodermatitis, increase libido and support the intestines. A family startup where product ideas are sometimes discussed on the couch with respect and love. Bedrop sees its mission as bringing people closer and aware of the power of bee products. Their bee products, which consist of nectar, resins and glandular secretions from bees, are said to have a particularly strong antibacterial effect. Products from 10,000 years ago in a new, modern design. Bedrop is the first start-up that Judith has invested in away from “The Lion’s Den”.
Shavent - gentle, plastic-free shaving made in Germany - for men, women, everyone!
“My grandfather had his razors his whole life – why shouldn’t the same be possible with our modern shaving comfort?” Engineer and father Armin thought and brought the SHAVENT onto the market together with his daughter Romy. The SHAVENT combines all the advantages of classic standard razor blades with the modern convenience of a multi-blade swing head razor and not only saves tons of plastic, but also a lot of money in the long run! Because instead of the well-known interchangeable heads, which end up in the trash every year in millions, the SHAVENT uses clever standard razor blades. Not only are they available to buy cheaply from many brands, but they are also completely free of plastic - just like the SHAVENT itself. It is manufactured to a high quality and durable in Germany to be an elegant and comfortable companion for years to come. The perfect sustainable shave for the face and the whole body - comfortable, independent, sustainable!
MORE SUCCESS STORIES
HERE GO TO THE OVERVIEW OF OUR START-UPS & INVESTMENTS
A successful journey together comes to an end
...big success! It is the most successful startup from “The Lion’s Den” – worldwide. With the delicious organic soups Little Lunch The Augsburg brothers Daniel and Denis Gibisch successfully cooked their way into Judith’s heart in season two of the business show “The Lions’ Den”. But it wasn't just Little Lunch that accompanied Judith on his way to a flourishing company and has now handed over the baton again. The founders of 3 bears decided to bring a breath of fresh air to the German breakfast market with their 100% natural porridge with juicy pieces of fruit. Pony Puffin forms the perfect ponytail and makes it appear thicker and fuller and the fine organic oils from Mabyen are 100% vegan and have been awarded the NATRUE seal as certified organic cosmetics for babies. Also Bitter love, known for its herbal bitters drops that are said to promote healthy digestion, is another successful example. After Judith's investment, the company was able to grow strongly and the founders later managed to sell Bitterliebe at a profit. Another highlight is the aroma oil startup ELIXR, which focused on essential oils and modern aromatherapy. After the trip together with Judith, we also had a successful exit, with the founders successfully selling the company.
Judith keeps her fingers crossed for all founders and wishes them a continued successful future!
