DRAGONS' Den fans were unable to "stop itching" as an entrepreneur recounts picking lice out of family's heads.
BBC One viewers were left scratching their heads after Thursday's episode after hopeful Eileen Hutchinson shared her business plan.
The mum pitched her idea to millionaires Peter Jones, Deborah Meaden, Touker Suleyman, Tej Lalvani and Sara Davies.
Eileen had turned an embarrassing issue into a business opportunity with her head lice treatment and clinic NitNot.
Before entering the den, she revealed: "We had a problem in the family that many families have throughout the country and I realised the products weren't working well enough – so I developed my own."
The Dragon's were left squirming when they spotted Eileen's promotional stand with bottles of her product and pictures of lice.
Deborah winced: "Is that a picture of a lice or a nit."
Sarah laughed: "It's a nitty comb."
Eileen admitted that she's found a "big gap in a massive market" and was hoping to secure a deal with Tej.
Eileen explained that her range of products are safe, free from toxic and flammable chemicals and are actually effective.
She told the Dragons that her business sells an eco-friendly and ethical solution which promises to kill all head lice and eggs.
She was looking for an investment of £40,000 in return for a 20 per cent share, with the prospect of expanding her clinics nationwide.
Eileen told the entrepreneurs that she had become increasingly aware of the stress and frustrations that head lice can bring to an already busy family.
She said: "After my own expensive and very time-consuming epic failures, I became focused on finding an effective solution."
BBC One viewers were left feeling uncomfortable by Eileen's pitch, with one writing: "Thank you, I have now started scratching your head."
Another shared: "Jeez, I want to itch now!"
A third person added: "Everyone watching #DragonsDen just scratched their head."
While a fourth social wrote: "Anyone else suddenly feeling a bit itchy?"
Eileen secured a deal with Tej, who is the CEO of the UK's largest vitamin company Vitabiotics.
She was also thrilled to be made offers from tycoons Touker and Deborah.
It comes a week after an entrepreneur broke down in tears as she revealed her brother died just days before the first lockdown.
Sharon Keegan took to the Den in a bid to secure £100,000 for an 11 per cent share in her business Peachy Lean, which sells 'athleisure' wear.
The businesswoman told the Dragons' about the impact Covid had on her company, which sells "confidence in the form of spandex and nylon".
But the mum began to cry as she revealed an influx in orders came in shortly after the first wave of the pandemic, but she didn't have enough stock.
"March was a very difficult time for me," Sharon explained. "My brother died two days before the lockdown. He was 35 and had two kids."
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