Everyone loves the big Shark Tank close-up—the handshake, the smiles, the confetti in your mind. They got a deal… but did it really matter? Let’s talk real business. Was Twist It Up Comb just another TV one-hit-wonder, or are they stacking cash years after the cameras stopped rolling?
This is the real story: hustle, numbers, and why every founder needs more than a viral moment to win. As someone who has pitched to investors and stared down brutal Q&A sessions, I can tell you the show is only Act One.
Who’s the Mind Behind Twist It Up Comb?
Meet Noel Durity. Most people saw just a dude with a tennis racket-shaped comb, hyped on national TV. But if you’ve ever spent nights packing boxes in your living room just to keep your little business alive, you’ll spot the difference. Noel didn’t stumble onto an idea—he found a genuine problem and built the answer for a market neglected by most big haircare brands.
He’s not a celebrity stylist. He’s a regular entrepreneur who knew his audience and had the guts to walk into Shark Tank and ask for what he thought he was worth. That alone sets him apart. I’ve seen plenty of founders walk in with a decent product but zero sense of who actually needs it. Noel had receipts.
What Makes Twist It Up Comb Different?
Let’s get right to it: the Twist It Up Comb is not your average corner-store pick. Think: a tennis racket, stainless steel mesh, fits in your pocket, cleans easy, and looks nothing like your dad’s plastic barber tool.
It’s made for afro-textured hair, specifically for those tight, natural curls—a group that sees a lot of one-size-fits-all junk sold to them by brands that don’t care. If you want margin, find a neglected niche and speak their language. That’s exactly what Noel did.
Patented? Check. Priced at $29.95? Not cheap, but not crazy. Manufacturing at $3.50 per unit? Now, those are numbers you can work with. Compare this to some kitchen gadgets on Shark Tank with $10 build cost and $14 price tags—they’re dead on arrival. This? It’s built to scale.
Where did Noel get the idea? Watching people use tennis rackets to twist their hair on YouTube. He didn’t invent a wheel. He just made it easy, clean, portable, and—here’s the magic—official. He saw what worked for the community and gave it a professional upgrade.
Key Numbers and the Sharks’ Tough Questions
Let’s rip off the Band-Aid and talk money, because that’s what the Sharks care about, and so should you.
- 2018 Sales: $500,000 (not a typo)
- First-year sales: $95,000
- Sales split: 70% online, 30% wholesale
- Production cost: $3.50, retail $29.95
- Marketing spend: Heavy on Facebook ads
- Problem area: Manufacturing overseas, supply chain not locked down
What matters here? Anyone can get lucky with a viral Facebook post, but half a million in sales is proof of demand. Still, you watch the episode—those Sharks circled like they smelled blood. Questions about margins? Supply chain? Scaling? All fair. If you’ve ever tried to get from $500K to $5M, you know the road is littered with bodies of good ideas that couldn’t build a repeatable business.
Noel looked prepared, though. Not defensive, not too slick, just ready to spit numbers and stand his ground. That’s key. I’ve seen founders get too greedy or fall apart when pressed. He had that I sold these myself grit.
Current Net Worth: How Big Did Twist It Up Get?
Now, here’s what hustlers want to know: did this thing actually blow up? Twist It Up Comb is estimated to be worth about $4 million as of 2025. That isn’t unicorn territory, but for a niche hair tool launched in a crowded market, it’s a real win.
Why? Quick recap:
- It solves a clear, persistent problem.
- Margins are massive if you control your costs.
- They didn’t over-produce or try to be everything to everyone.
- The brand owns its space—afro-centric hair care, period.
That’s smarter than most founders who burn cash on chasing new SKUs or hacking unpredictably broad markets. Think of Bombas: pick a lane, own it, and serve the heck out of your people.
The Shark Tank Deal: Who Bit and Who Walked?
Let’s get specific. Noel entered Shark Tank Season 10, Episode 12, asking for $225,000 for 15% equity, putting his value at $1.5 million. A few Sharks tried to shave down his numbers. Seen it before—a founder comes in swinging, Sharks counter with offers that cut them deep, and most cave.
Noel didn’t. In the end, he got $225,000 for 25%—from Mark Cuban and Daymond John.
That is a strong combination. Mark is ruthless about scalability. Daymond actually knows consumer products, retail, and the Black hair care market. If you have to give up extra equity, you want value back—not just cash, but connections and credibility.
Here’s the thing: on Shark Tank, many deals done on TV fade away after the confetti. Legal teams get involved. Sometimes the founder never closes. But everything public says this one went through—both Sharks are still named as backers, which is rare enough to matter.
I’ve seen too many founders obsessed with keeping control and lose out on game-changing help. Don’t be greedy. Take a slightly smaller piece of a much bigger pie.
Growth After Shark Tank: Where Are They Selling?
Twist It Up didn’t just ride the TV moment. Their online presence is legit. The official website is humming. Digital ads? Still running. They’re on Amazon, some retail partners, and have grown their direct-to-consumer hustle.
Selling mostly online is how smart small brands stay agile. It’s Scrub Daddy vibes—a single hit product built on margin and speed. They never let retail inventory sink their business, and they didn’t chase big-box stores before they were ready.
Wholesale is only about 30% of their business. They control their brand, their marketing, and their story. Every entrepreneur dreams of this: a loyal core audience, minimal middlemen, and no clearance aisle hell.
Best part? Reports from SharkWorth and other sources say they’re profitable and operational. Not every Shark Tank business can say that five years later.
What’s Next: Can Twist It Up Get Even Bigger?
Here’s the real question if you’re in the game: is there headroom, or did Noel and his Sharks max out the opportunity? I’ll call it: there’s still juice in this orange.
The niche keeps growing as more consumers demand tools meant for afro-textured hair. The DTC model is a moat, especially with those high margins, and word of mouth means every happy customer is a walking billboard.
Twist It Up could go international next, or add related hair care products. The risk? Don’t spread thin. Stick to what makes you money and deepen those roots first.
If they start tossing out beard creams and bonnets, I’d watch to see if they overextend. But as it stands—one hero product, clean brand, Shark muscle behind you, and real profits? I’d take that all day.
Street-Smart Lessons for Every Entrepreneur
What can you really learn from Twist It Up Comb if you want to make it, not fake it?
- Own a real problem. Gimmicks die fast.
- Niche is your friend; mainstream is a death trap for most startups.
- Margins matter more than hype. Profits buy freedom.
- If the numbers are real, don’t let a Shark (or any VC) lowball your value.
- Take the help. A smaller piece of a thriving business beats 100% of nothing.
Noel didn’t walk out just with money—he walked out with supporters who could actually move the business. That’s what you want. Deals are cheap. Real partnership is rare.
Most importantly: television attention fades. Block by block, old-school hustle is what turns a good deal into a real business.
FAQs: What Every Shark Tank Fan and Entrepreneur Wants to Know
Is Twist It Up Comb from Shark Tank still in business?
Yes. As of 2025, it’s profitable, operational, and still run by Noel Durity and his partners, including Mark Cuban and Daymond John.
How much is Twist It Up Comb worth now?
SharkWorth puts their current net worth at around $4 million, based on steady sales and high margins.
Who owns Twist It Up Comb after Shark Tank?
Noel Durity remains founder and CEO. Mark Cuban and Daymond John own 25% between them following the deal.
Did Mark Cuban and Daymond John close their deal?
Yes, the deal was finalized after filming—a rarity for Shark Tank stories. Both Sharks are still public backers.
Where can I buy Twist It Up Comb today?
Direct from their official site (twistitupcomb.com), Amazon, and select retailers. Online is the fastest way.
What makes Twist It Up Comb unique for afro-textured hair?
It’s the first patented tennis racket style comb—gentle, hygienic, pocket-sized, and designed for tight natural curls.
Does the comb actually work as shown?
Yes. Reviews are strong, with users praising the ease and effectiveness for twisting afro-textured hair.
Has the company expanded beyond the comb?
Not yet in a big way—they stay focused on their hero product, but future product lines could be next.
Want to see real numbers, no sugarcoating, and more hard business stories? SharkWorth cuts through the TV flash and gives you the game as it’s played.
