Twist It Up Comb has become a game-changer in the hair grooming industry, particularly for individuals with Afro-textured hair. The innovative styling tool made its debut on Shark Tank in 2019, where it secured an investment from two powerhouse Sharks, Mark Cuban and Daymond John. Since then, the company has experienced impressive growth, with an estimated net worth of $6 million as of 2025. This article explores the company’s journey, from its inception to its current financial standing.
Who Is Behind Twist It Up Comb?
The mastermind behind Twist It Up Comb is Noel Durity, a real estate broker originally from Trinidad and Tobago. Growing up, Durity struggled with styling his natural hair and was dissatisfied with the existing options. His frustration led him to create a compact, easy-to-use hair tool that would allow men to twist their curls without damaging their hair. Durity’s passion and perseverance have propelled Twist It Up Comb to impressive heights, earning him an estimated personal net worth of $4.5 million as of 2025.
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The Shark Tank Pitch: Securing a Game-Changing Deal
Twist It Up Comb appeared on Season 10, Episode 12 of Shark Tank, where Durity sought $225,000 for 15% equity, valuing his company at $1.5 million. The product immediately caught the attention of the Sharks due to its unique wire-frame design, which offers a more durable and hygienic alternative to traditional curling sponges.
After an intense negotiation, Durity struck a deal with Mark Cuban and Daymond John, who invested $225,000 for 25% equity, lowering the company’s valuation to $900,000. The Sharks saw significant potential in the product, particularly due to its growing popularity in the African American haircare market.
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Twist It Up Comb Pitch on Shark Tank (Quick Info Card).
| Company name | Twist It Up Comb |
| Product | Hair combing accessory for twisting natural hair |
| Episode | Season 10 Episode 12 |
| Founder | Noel Durity |
| Asked for | $225,000 for 15% Equity |
| Final deal | $225,000 for 25% Equity |
| Sharks | Daymond John and Mark Cuban |
| Location | San Diego, California |
What Happened After Shark Tank?
Following its Shark Tank appearance, Twist It Up Comb experienced a major surge in sales, reaching $225,000 in revenue within just four months. The exposure led to significant challenges, including inventory shortages and the need to scale production quickly to meet demand. The company adapted by streamlining its supply chain and expanding its team.
Twist It Up Comb has continued to expand its reach, now selling through Amazon, its company website, and major beauty retailers. The company has also entered international markets, positioning itself as a leader in Afrocentric hair care.
Post-Shark Tank Growth & Sales Boom
Since its Shark Tank appearance, Twist It Up Comb has seen tremendous growth.
- As of 2025, the company boasts an annual revenue of approximately $6 million.
- The product is widely available online through Amazon, the company’s website, and beauty retailers.
- The company expanded its offerings, including new sizes and colors to cater to various hair textures.
- Social media marketing and influencer collaborations have played a crucial role in the brand’s sustained growth.
Twist It Up Comb Reviews: Strengths & Issues
Twist It Up Comb has received generally positive reviews, with an average rating of 4.1 out of 5 stars based on over 830 reviews on Amazon. Customers praise its durability, ease of use, and hygienic design. However, some users have reported issues with the comb’s metal frame bending under heavy pressure, as well as a learning curve in using it correctly.
How Much Did the Sharks Make?
At the time of investment, Mark Cuban and Daymond John acquired a 25% stake in Twist It Up Comb at a $900,000 valuation. Given the company’s $6 million net worth in 2025, their stake is now worth approximately $1.5 million, a significant increase in value. With annual sales matching the company’s valuation at the time of the Shark Tank deal, this investment has proven to be highly profitable.
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Business Challenges & Strategic Growth
While Twist It Up Comb has experienced major success, it has faced its fair share of challenges. Early on, the company struggled with manufacturing issues, particularly when its overseas supplier was shut down due to pollution violations. However, Durity’s resilience and Shark-backed strategic guidance helped the company secure a more reliable supply chain.
Additionally, Twist It Up Comb has leveraged its brand visibility to expand into international markets and partner with beauty schools and barbershops. The company continues to explore new materials and designs to enhance its product line.
The Future of Twist It Up Comb
Looking ahead, Twist It Up Comb is poised for continued expansion. The brand plans to:
- Launch new haircare products, including styling gels and conditioners.
- Increase retail presence in major chain stores.
- Strengthen international distribution channels.
- Invest more in digital marketing to capitalize on its growing consumer base.
Conclusion
Twist It Up Comb has proven to be a Shark Tank success story, demonstrating how innovation and determination can drive a business to impressive heights. With a net worth of $6 million and growing, the company has established itself as a leader in the textured haircare market. Mark Cuban and Daymond John’s investment continues to pay off, and under Noel Durity’s leadership, Twist It Up Comb is well on its way to becoming a household name in grooming products.
TL;DR
Twist It Up Comb, a Shark Tank success, is now worth $6 million. With booming sales and global expansion, it’s thriving in the textured haircare market.
