Twist It Up Comb Update | Shark Tank Season 10

Noel Durity was tired of using regular brushes that didn’t work on his Afro-textured hair. One day at home, out of options, he grabbed a tennis racket and used it to twist his hair—and it actually worked. That’s when he came up with the Twist It Up Comb, a small tool that does the same thing but fits in your pocket. It’s simple, quick, and works for anyone with natural curls. Will the sharks buy in? Let’s find out in our Twist It Up Comb update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Twist It Up Comb after Shark Tank.

Noel entered Shark Tank Season 10, seeking $225,000 for 15% equity in his hair combing accessory. After his pitch, he secured a deal with Daymond John and Mark Cuban for $225,000 for 25% equity.

In terms of a Twist It Up Comb update, the company succesfully finalized its deal with Mark and Daymond. Further, it expanded its product line with improved versions that enhanced durability and user experience.

Shark	Result
Daymond John and Mark Cuban	Accepted offer of $225,000 for 25% equity
Kevin O’Leary	No offer
Lori Greiner	No offer
Robert Herjavec	No offer

Shark Tank Twist It Up Comb Pitch

• Entrepreneur: Noel Durity
• Business: Hair Combing Accessory
• Ask: $225,000 for 15% equity
• Result: $225,000 for 25% equity
• Sharks: Daymond John and Mark Cuban

Noel stepped into Shark Tank to pitch Twist It Up Comb, a grooming tool designed specifically for Afro-textured hair.

He explained that traditional picks often cause pain and don’t work well for people who want to maintain their natural curls.

His comb solves that by twisting hair from the scalp in a circular motion, helping users style their curls without chemicals or heat.

Noel demonstrated the product with a team of dancers, showing how easy and fun it is to use.

He told the sharks the comb retails for $29.95 and costs $3.50 to make.

Kevin O’Leary asked why picks were still popular. Noel explained they were common but painful.

Robert Herjavec asked for clarification on how it worked. Noel said it does the opposite of a pick.

Noel shared that his first year brought in $95,000, and in just four months of 2017, sales reached $101,000.

Manufacturing is done overseas, but the factory had recently shut down due to pollution violations. Noel is expected to hit $500,000 that year if manufacturing resumes.

When asked where the sales were happening, Noel said 70% came from online and 30% from wholesale. He had also done 20 in-person shows the previous year.

Kevin asked about copycats, and Noel said the product was patent-pending. Lori Greiner asked if women could use it. Noel confirmed that many women already do.

Mark Cuban asked how Noel drove traffic to his site. Noel explained that he used Facebook ads and had spent $18,000 on them.

Daymond John asked what the investment would go toward, and Noel said he needed inventory. He had sold out seven times due to high demand and limited supply.

Mark asked about his most recent monthly sales. Noel said they hit $41,000 but admitted he didn’t know his profit margins because he had just hired a bookkeeper.

This raised concerns for Mark and Robert. Robert dropped out, saying he couldn’t invest in a product he didn’t understand.

Noel then revealed he was in early talks with Sally Beauty and CVS about getting the comb in stores. That got the sharks’ attention.

Daymond offered $225,000 for 25% equity, contingent on securing a licensing deal. Lori was about to offer, but Mark jumped in.

Mark said he would partner with Daymond for the same deal of $225,000 for 25% equity. If a licensing deal happened, the offer would be from both of them.

If not, Mark would do the deal alone under the same terms. Mark also said he could help with Chinese manufacturing and online marketing.

Ultimately, Noel decided to accept the deal from Daymond and Mark. Let’s see how our Twist It Up Comb update looks now.

Shark Tank Twist It Up Comb Update

Our Twist It Up Comb update found that Noel finalized his Shark Tank deal with Mark Cuban and Daymond John.

After the show, the company expanded its product line to include upgraded versions of the comb.

Versions 3.0, 4.0, and 5.0 came with noticeable design improvements that focused on durability, comfort, and overall performance.

In 2021, our Twist It Up Comb update found that comedian HaHa Davis partnered with the brand for a special edition comb.

Meanwhile, Twist It Up Comb has also partnered with select retail stores like Citi Trends.

In addition to physical retail, the company continued selling directly through the Twist It Up Comb website and Amazon.

At the time of writing, annual revenue has grown to an estimated $6 million.

Things are looking good for our next Twist It Up Comb update!

You can find the other company updates from Season 10 Episode 12 here:

• ZuGoPet Update
• Obvious Wines Update
• Monti Kids Update

Before you go, be sure to check out our list of all the Shark Tank Season 10 products.