Every African-American man understands the struggle of setting their hair with conventional brushes, they are just not the solution! Noel Durity has a new design for brushes that will certainly solve the problem.
A racket-like comb, that you just need to rub in your hair in circles and you’ll get a nice curly-frizzy hairstyle. The best thing is women with afro hairstyles can also take the benefit of the product.
Durity actually used a tennis racquet as a comb for almost three years. His comb version is a more pocket friendly size, but it does the same thing.
About Twist It Up
| Category | Details |
|---|---|
| Name | Twist it Up Comb |
| Founder | Noel Durity |
| Industry | Hair Care & Grooming |
| Product | Patented stainless steel comb for twisting hair |
| Funding | Funded |
| Investment Ask | $225,000 |
| Equity Offered | 15% |
| Valuation | $1.5 million |
What Happened on the Shark Tank Episode?
Noel enters seeking $225,000 for 15% of the business. After telling the story about his comb, he hands out samples and explains he’s looking for a strategic partner. 2018 sales of $500,000 are 70% online and 30% wholesale.
It is a comb designed for African-American men. Traditional combs and brushes don’t do justice to their hair, and that’s where Twist It Up comes in. It features a tennis racket design with a comfortable handle for a secure grip.
After learning about the demand for the product, the Sharks inquired more about the business model.
- Each piece is priced at $29.95, while the manufacturing cost is $3.50.
- In the first year of business, sales were worth $95K.
- A manufacturing issue exists—the meshes are made overseas.
- The brand relies on Facebook advertising to drive website traffic.
He completely sold out of the product seven times and faced long lead times from his manufacturer. He wants to build his inventory so he can approach CVS, Sally Beauty, and other retailers.
Also read our Urban Styling Comb article to get more information.
What Makes Twist It Up Unique?
The Twist it Up Comb is patented. Durity developed it at Deskhub in San Diego, a boutique, flexible office facility that offers small businesses a collaborative atmosphere. The company started in 2017 and currently sells in over 100 barber shops and online hair care stores and on Amazon.
- The product is designed for African-American men, specifically those with thick, coarse hair.
- It features a tennis racket-like design, using stainless steel instead of graphite for durability.
- It preserves hair products by twisting hair into a curl pattern without removing pre-applied products.
- A more hygienic alternative, it is easy to clean and doesn’t require frequent replacement, unlike twisting sponges.
- Its patented design offers a unique and exclusive solution for hair twisting.
A new comb will set you back $29.99. The company also sells its own Red One Aqua Hair Wax at $30 for a three pack. The company is 100% black owned and they make their products in the USA. Durity likely wants a Shark’s help (and cash) to expand production and distribution.
Did Twist It Up Get a Deal on Shark Tank?
Robert Herjavec admitted that he could not relate to the product. Although he liked the founder, the idea, and the pitch, he could not invest in something he does not understand well.
The Sharks express concern over his new hire (an accountant) and fear his “back office” is in disarray. Mark even said out loud, “That’s not good!”
Despite that, both Mark and Daymond like Noel and admire his hustle. They team up to offer $225,000 for 25% of the business which Noel readily accepts.
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What Happened to Twist It Up After Shark Tank?
The Shark Tank Blog constantly provides updates and follow-ups about entrepreneurs who have appeared on the Shark Tank TV show. Twist it Up benefitted from the Shark Tank effect. Sales went through the roof.
Mark lists the company on his website and he is promoting it on his Amazon Store page. On the company’s website and Amazon Store pages, they tout the business as a “Mark Cuban/Daymond John Company,” so it appears the deal closed.
The comb ran into some problems with knock offs. We’ll learn more about that in an update segment in episode 1217. In the update, Noel went around to different stores and confronted people about the knock-offs. He got invoices, tracked the companies down and forced them to cease and desist.
- As of June, 2021, he has released Twist it Up 3.0 with a more ergonomic handle and a new version of the Red One Hair Gel. By August, 2022, he released the Twist It Up 4.0 with 3 switchable twist inserts for varying lengths.
- The products are also available in City Trends stores. Comedian HaHa Davis became involved with the company for the introduction of the Twist it Up 5.0. In March, 2024, Cuban said this of Noel: “the guy loves to sell, loves his product and is always learning. Since then, he has paid me back my investment and then some and is absolutely killing it.”
- As of July, 2024, he is doing quite well with annual revenue of $6 million.
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Where Can You Buy It?
Buy “Twist it up” and say good bye to the curly hair struggle. You can find the product at their Website, on Amazon, and get the latest news on their social media platforms Facebook/ Twitter.
Quick Summary
- A newly designed comb for African-American men to maintain their afro hairstyle in style.
- Its racket-shaped design helps cover most of the hair in one go and offers a comfortable grip.
- Mark and Daymond together offer $225,000 for 25% of the business.
See what else is new! View other businesses featured in this episode.
