Meet The Haircare Entrepreneur Who Won Over The Sharks After Originally Being Turned Down

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When Noel Durity created the unique comb for black hair called Twist It Up, he was convinced that his product would be a game-changer for people. So he decided to audition for the hit TV show, Shark Tank, during a live casting call that took place in Las Vegas in December 2017 according to Ozy, even though he got rejected a few times before making the show.

Durity presented his invention with his friends Derrall Brownlee and Adrian Brown. The presentation was a success and Mark Cuban and Daymond John went in together at $225,000 for a 25% stake in the company.


Twist It Up’s operative is on the way to increase their sales by $1.2 million in sales this year. As Cuban states, “Noel is a grinder and smart —someone who loved and had confidence in his product. I like Noel. He knows his goal and gets after it. [Twist It Up] has no ceiling; it is the best product on the market. Customers love it, and people who know I’m involved stop me to tell me how much they love it. I just wish I owned more of the company.”
Durity desires to take his entrepreneurial skills to education and says, “I want to start an academy for entrepreneurs to teach teenagers how to start a business from the ground up like I did.”

Durity desires to take his entrepreneurial skills to education and says, “I want to start an academy for entrepreneurs to teach teenagers how to start a business from the ground up like I did.”

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