That’s when he decided to purchase his own and give it a try. After years of spending money on sponges for his hair and in search of something better, Durity said he came across a YouTube video that showed a man using an actual tennis racket to twist his tresses. Now, Twist It Up Comb sources all of its materials from California, said Durity.ĭurity doesn’t take credit for coming up with the tennis racket method. for the same price he was getting it from China before it shut down tens of thousands of factories, including the ones he worked with, due to pollution in 2017. He was also able to buy the mesh used to make the rackets in the U.S. “The money (from “Shark Tank”) has been used to scale the company,” said Durity, adding that he was able to get more inventory as a result. Today, Twist It Up Comb is on a steady path of growth, according to the company. The company walked away with a $225,000 investment from Daymond John and Mark Cuban, who collectively took 25% of the company’s ownership. Just last year, when he realized he couldn’t keep up with the demand for Twist it Up Comb, Durity entered and appeared on ABC’s “Shark Tank” television show. In 2019, Durity said Twist It Up is on track to make between $1.2 million and about $1.5 million. In 2018, the Little Italy-based company with three employees had revenue of almost $500,000. So, he created a shrunken version of an actual tennis racket made of a sturdy plastic and stainless steel mesh, one that could twist the hair and also fit in a standard-sized pant pocket for portability. Company Description: A San Diego-based company that manufactures a tennis racket-like hair twisting product.įounded in 2016 by CEO Noel Durity, a San Diego-based real estate broker, Twist It Up Comb came about after Durity realized using an actual tennis racket in a circular motion to twist his afro-centric hair was not only functional, but also cost-effective and sanitary most twisting products currently in the market are porous sponges that tend to wear out after time.

Twist it twistit