You know that sound. It’s a mix of a screech and a desperate plea for mercy coming from the bathroom every single morning. It is the sound of a parent trying to drag a standard hairbrush through a bird’s nest of tangles while a toddler tries to escape. Honestly, it’s exhausting. Most of us just accept it as a rite of passage, but Lizanne Falsetto saw it differently. She saw a business. When tangle pets on shark tank first aired during Season 9, specifically in October 2017, it felt like one of those "why didn't I think of that?" moments that actually makes sense.
The concept was simple: take a high-quality detangling brush and shove it into the back of a plush animal. It sounds a little silly until you see it in action. Kids who usually run away from a brush suddenly want to hold the "ladybug" or the "puppy." It turns a point of daily friction into a moment of play. Lizanne wasn't just some random inventor, though. She was already a powerhouse, having founded thinkThin (the protein bar brand), which she eventually sold for over $300 million. That background alone made the Sharks sit up a bit straighter.
The Pitch That Actually Made Sense
When Lizanne walked into the tank, she wasn't looking for a mentor. She was looking for a partner who could help with the massive scale she knew was coming. Most people don't realize that Tangle Pets had already done $12 million in sales before she even stepped onto that carpet. That is an insane number for a Shark Tank product. Usually, we see entrepreneurs begging for cash with $50,000 in lifetime sales and a dream.
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Lizanne asked for $400,000 for 37% of the company. That’s a very specific equity ask. Most Sharks hate high valuations, but here, the valuation was backed by cold, hard cash flow. Lori Greiner, the "Queen of QVC," was the obvious target. The product was visual, it solved a universal "pain point" (literally), and it was priced right for impulse buys.
Lori didn't hesitate. She saw the vision immediately. While the other Sharks nibbled around the edges, Lori jumped in. They closed a deal for exactly what Lizanne asked for: $400,000 for about half of the company (actually, the final televised deal settled at $400k for 50%, which is a massive chunk of equity to give up). But when you're dealing with someone who can get you on television screens in millions of homes overnight, that 50% starts to look like a bargain.
Why the Design Worked Where Others Failed
Detangling brushes aren't new. The Tangle Teezer and the Wet Brush already dominated the market. So, what made this different? It was the ergonomics for the child, not the parent.
Most brushes have a long handle. For a small hand, that's hard to grip. Tangle Pets are basically round or oval plushies. A kid can palm the entire toy. This gives them more leverage and control. When a child feels like they are in control of the brushing process, the fear of the "tug" diminishes. It's a psychological shift.
The bristles themselves were also key. They weren't those stiff, plastic needles that scratch the scalp. They were flexible, varying in length to navigate through knots rather than just ripping through them. If you’ve ever used a cheap brush on a child with curly hair, you know the difference. It’s the difference between a peaceful morning and a three-alarm meltdown.
The Lori Greiner Effect and Retail Reality
After the episode aired, the "Shark Tank Effect" hit hard. But unlike some companies that crumble under the weight of sudden fame, Tangle Pets was ready. Within months, the product was featured on QVC and started popping up in major retailers like Bed Bath & Beyond and Walmart.
Lori’s influence wasn't just about the money. She helped streamline the manufacturing. Working with plush materials and plastic inserts is surprisingly tricky. You have to ensure the brush doesn't pop out of the "pet" during a particularly nasty knot, and the plush has to be machine washable. Because, let's be real, if a kid is carrying a plush toy around all day, it's going to get covered in juice and dirt.
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Success in the Tank doesn't always last forever. The retail landscape changed drastically between 2017 and 2024. Many of the stores where Tangle Pets thrived, like Bed Bath & Beyond, filed for bankruptcy or closed their physical doors. This forced a pivot toward Amazon and direct-to-consumer sales.
What People Get Wrong About the Product
A common misconception is that Tangle Pets is just a "gimmick" for toddlers. While that’s the primary demographic, the brushes actually work on all hair types—thick, thin, curly, or straight. I’ve seen adults use them because the grip is actually quite comfortable for people with arthritis or grip issues.
Another mistake people make is thinking Lizanne "needed" the money. She didn't. She needed the distribution network. This is a vital lesson for anyone watching tangle pets on shark tank as a business study. Sometimes you trade equity for "peace of mind" and "shelf space," not just the dollars in the bank.
Where is Tangle Pets Now?
The brand has expanded. They didn't just stick to the original six or seven characters. They moved into "Sparkle" editions, holiday themes, and even smaller "travel" versions.
However, the market is crowded now. If you search for "animal hair brush" on Amazon, you’ll find dozens of knockoffs. This is the dark side of Shark Tank success. Once you prove a concept works, the "copycat" factories in China spin up overnight. Tangle Pets has had to lean heavily on its branding and the "As Seen on Shark Tank" seal of approval to maintain its premium position.
Is it still a thriving empire? It's a stable business. It might not be the billion-dollar unicorn people expected after the $12 million start, but it remains a staple in the "problem-solver" category of children's products. Lizanne Falsetto has largely moved on to other ventures and public speaking, but the legacy of the brush remains in the bathrooms of frustrated parents everywhere.
The Real Lesson for Entrepreneurs
If you’re looking at this story and wondering how to replicate it, don't look at the plush toy. Look at the data. Lizanne went into the tank with:
- Proven sales.
- A clear target audience.
- A manufacturing chain that was already tested.
- A patent-pending design that protected the "connection" between the brush and the plush.
She didn't go in with an idea. She went in with a machine that just needed more fuel.
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Making the Most of Your Tangle Pet
If you actually bought one of these after seeing tangle pets on shark tank, or if you're thinking about it, here is how to actually make it last. Don't just throw it in a drawer.
- Wash the Plush Regularly: Most people don't realize you can usually pull the brush insert out (depending on the model) or throw the whole thing in a mesh laundry bag. Gentle cycle, cold water. Air dry. If you don't, the plush starts to smell like hair products and sweat.
- Use it on Dry Hair First: While they work on wet hair, the "pet" part can get soggy. It’s best used as a transition tool for morning "bedhead." If you use it in the shower, make sure you have a way to hang it so the plush doesn't stay damp and grow mold.
- Check the Bristles: Over time, like any brush, the bristles can bend. If they start to lose their "snap," the detangling becomes less effective and more painful. That’s when it’s time to retire the pet to the stuffed animal pile and get a fresh one for the hair.
- Leverage the "Pet" Narrative: If your kid is resisting, give the pet a name. Make the pet "hungry" for tangles. It sounds cheesy, but for a four-year-old, it works better than any bribe.
The reality of Tangle Pets is that it wasn't just about a brush. It was about a woman who understood that if you solve a small, annoying, daily problem for a parent, they will give you their money. Every single time. It's a masterclass in identifying a niche and filling it with something that brings a little bit of joy to a mundane task.