Controlled Chaos Curl Creme Update | Shark Tank Season 7

In her salon in Portland, Maine, Alanna York saw that people with curly hair struggled to find the right product. Most products left their curls stiff, weighed down, or still frizzy. To solve this, she and Maureen Emerson created Controlled Chaos, a curl crème that keeps curls soft, defined, and easy to manage. Will the sharks invest in this business? Let’s find out in our Controlled Chaos update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Controlled Chaos after Shark Tank.

Maureen and Alanna entered Shark Tank Season 7, seeking $50,000 for 20% equity in Controlled Chaos. After their pitch, they landed a deal with Lori Greiner for $60,000 for 50% equity.

In terms of a Controlled Chaos update the company expanded by setting up its own distribution facility and securing retail partnerships, including deals with Canadian distributors. Furthermore, with a commitment to sustainability, it joined 1% for the Planet, pledged a portion of its profits to environmental causes, and grew its annual revenue.

Shark	Result
Lori Greiner	Accepted offer of $60,000 for 50% equity
Kevin O’Leary	$50,000 for 50% equity
Barbara Corcoran	$50,000 for 51% equity
Robert Herjavec	No offer
Mark Cuban	No offer

Shark Tank Controlled Chaos Pitch

• Entrepreneurs: Maureen Emerson and Alanna York
• Business: Curl creme and other hair products for curly hair
• Ask: $50,000 for 20% equity
• Result: $60,000 for 50% equity
• Shark: Lori Greiner

Alanna and Maureen entered Shark Tank seeking an investment in Controlled Chaos, a brand focused on curl care products.

They introduced their curl crème, a product designed specifically for curly-haired women. Unlike mainstream hair products, it offered better control and definition.

They primarily sold it in salons, but their business faced challenges.

Mark Cuban asked about sales, and Alanna confidently stated they had generated $300,000, mostly from salons.

However, she then revealed that a failed distribution deal had left them with unsold inventory, which put a strain on the business.

Meanwhile, Kevin O’Leary wanted to know if the business was growing. Initially, Alanna and Maureen affirmed, but Barbara Corcoran quickly pointed out that sales were stagnant.

This raised concerns about the company’s long-term viability.

As the sharks pushed for more details, Alanna admitted they had stopped spending on marketing and even paused sales efforts.

Kevin then shifted the conversation to Alanna’s background. She explained that she had personally invested $300,000 into the business, using funds from her highly successful million-dollar salon.

While this impressed the sharks, it also raised questions about why she couldn’t reinvest in her own business.

Lori Greiner, with her extensive experience in the beauty industry, asked what made the product unique.

Alanna struggled to provide a clear answer, instead repeating her belief in the product’s potential. At this point, Mark said he didn’t believe in the investment and he dropped out.

Nevertheless, Kevin saw potential and offered $50,000 for 50% equity. This immediately sparked a bidding war.

Lori countered with $51,000 for 50% equity, slightly outbidding Kevin.

Barbara, on the other hand, proposed $50,000 for 51% equity but assured Alanna she would only take 33% of the profits while helping to grow the business.

She emphasized that while she trusted the product, she wasn’t confident in Alanna’s ability to run the company effectively.

Before Alanna could decide, Lori raised her offer to $60,000 for 50% equity, highlighting her expertise in selling beauty products on QVC.

She stressed that she could help repackage the product and sell large volumes quickly.

Feeling the pressure, Alanna accepted Lori’s deal, securing the investment.

Let’s find out what happened to the company in our Controlled Chaos update.

Shark Tank Controlled Chaos Update

Our Controlled Chaos update found that the deal with Lori Greiner did not close.

Despite this, the exposure from Shark Tank led to a substantial increase in sales. In the two months following the original air date, Controlled Chaos sold over 10,000 units of their curl crème.

The company expanded its reach by establishing an independent distribution facility and entering retail distribution agreements with Canadian distributors.

Our Controlled Chaos update research found that the company is a member of “1% for the Planet,” pledging 1% of its profits to environmental causes.

Alanna participated in various media engagements, including a segment for E! TV, where she styled hair for women undergoing chemotherapy.

At the time of this writing, the company’s annual revenue has reached $3.5 million.

If we get another Controlled Chaos update, we will let you know.

Curious about the other products featured in Season 7 Episode 13? You can find our company updates and recap posts here.

• Spretz Update
• Hungry Harvest Update
• Ezpz Update

Before you go, be sure to check out our list of all the Shark Tank Season 7 products.