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Just last year, Noel Durity entered and appeared on ABC’s “Shark Tank” television show. The startup walked away with a $225,000 investment. Photos courtesy of Twist It Up Comb

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Inventor Takes the Stylish Route With Twist It Up Comb

STARTUP: ‘Shark Tank’ Boosts Interest; Co. Battles Knock Offs

Founded 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.

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