Controlled Chaos Shark Tank Update – Shark Tank Season 7
Controlled Chaos landed a deal with Lori Greiner on Shark Tank, but the investment never closed. Despite that, the company experienced rapid sales growth and grew into a multi-million-dollar hair care brand.
Maureen Emerson and Alanna York hoped to get a Shark’s investment when they pitched Controlled Chaos, a curl crème and styling system for curly hair, in Shark Tank Season 7 Episode 13. Controlled Chaos was a spin-off brand created from Alanna York’s existing Use Me Products hair care line.
York, who owns a hair salon in Portland, Maine, has had her own hair care line for a number of years. Her flagship product is a special styling crème for curly-haired people.
York had extensive experience in the hair care industry, but would a Shark think her expertise was enough to warrant an investment?
About Controlled Chaos
| Category | Details |
|---|---|
| Business Name | Controlled Chaos |
| Founders | Maureen Emerson, Alanna York |
| Industry | Hair Care |
| Product | Curl crème and styling system for curly hair |
| Funding (Pre-Shark Tank) | Self-funded (over $300,000 invested) |
| Investment Asked | $50,000 for 20% equity |
| Deal Status | Deal secured with Lori Greiner, which did not close |
| Deal Outcome | $60,000 for 50% equity |
| Valuation | $250,000 (at the time of Shark Tank pitch) |
York had sold hair care products for years through her salon. She had spent the previous few years developing all-natural, vegan hair care products for salons before deciding to slim down her branding and message to target the chaos that is curly hair.
The brand was so new that its website and social media channels hadn’t even launched the week before the episode aired.
Controlled Chaos Shark Tank Pitch
Maureen and Alanna entered the Tank seeking $50,000 for 20% equity in the business. They began by saying everyone had heard of a bad hair day, but how about a bad hair life?
The founders explained they had been hassled about wild curly hair all their lives and that while some curl products made hair crusty, Controlled Chaos didn’t.
They had the Sharks run their hands through hair treated with Controlled Chaos and a competing styling gel to prove their point. Controlled Chaos felt soft.
The founders revealed they had generated about $300,000 in cumulative sales, primarily through hair salons. They explained that they had secured a distribution deal in 2007, but their distributor required lots of products. The previous year, they generated $85,000 in sales.
They admitted they had stopped advertising and selling because they ran out of money, while Alanna said she was awesome at business. She also revealed she had invested over $300,000 into the company and that her salon generated over $1 million per year.
Lori Greiner asked why they were focusing on one product when every salon owner wanted their own product line. Alanna explained they had a purchase order with a national distributor if they changed the packaging.
Kevin O’Leary asked what they would do with the investment. Alanna replied that she believed strongly in the product, and Mark Cuban responded, “I don’t invest in belief, I invest in DO.”
What Made Controlled Chaos Unique?
Controlled Chaos stood out in the hair care market through a combination of product quality and positioning:
- Curl crème that leaves hair soft instead of crusty.
- Designed specifically for curly hair.
- Built on Alanna York’s years of experience in the hair care industry.
- Salon-developed vegan formula made with natural ingredients.
Did Controlled Chaos Get a Deal on Shark Tank?
Kevin O’Leary said that 50% of women had curly hair and the product was good, but he felt the founders were too chaotic. After a break, he offered $50,000 for 50% equity, wanting nothing to do with the other products.
Mark Cuban encouraged them to accept an offer before someone changed their mind.
Lori Greiner offered $51,000 for 50% equity. Barbara Corcoran offered $50,000 for 51% equity while proposing a royalty arrangement that would allow the founders to retain a larger share of future revenue.
Lori then improved her offer to $60,000 for 50% equity and said she could move a lot of product while also helping redesign the packaging.
Robert Herjavec decided not to make an offer, saying there were already three good offers on the table.
Alanna said she had been on QVC for two years in her head and accepted Lori Greiner’s offer. As they exited the Tank, Kevin remarked that it was going to sell because “I KNOW HAIR!”
Controlled Chaos Shark Tank Update
The deal with Lori Greiner never closed.
Despite that, the exposure from Shark Tank led to a substantial increase in sales. In the two months following the original air date, Controlled Chaos sold over 10,000 units of its curl crème, while other products in the line also performed well.
Shortly after the episode aired, demand surged so quickly that the company sold out of inventory and began accepting pre-orders through its website. The founders continued discussions with Lori Greiner’s team and hoped to bring the brand to QVC.
The company established its own distribution facility, hired additional employees to support increased demand, and worked on retail distribution agreements, including partnerships with Canadian distributors, while online sales continued to grow.
The company gave 1% of its profits to 1% for the Planet, an organization that supports environmental causes.
Alanna also participated in several media appearances, including an E! TV segment where she styled the hair of women undergoing chemotherapy, further increasing the brand’s visibility.
As of April 2023, Controlled Chaos continued operating successfully with an Amazon store and an estimated annual revenue of approximately $3.5 million.
As of 2026, the company remains in business and continues to sell its curl care products online.
Where Can You Buy It?
Controlled Chaos products are available through the company’s website and Amazon store. The company continues expanding through retail distribution agreements, including Canadian distributors.
Follow Controlled Chaos on Instagram, Facebook, and X for the latest updates.
Posts About Controlled Chaos on Shark Tank Blog
Quick Summary
- Maureen Emerson and Alanna York pitched Controlled Chaos, a curl crème and styling system for curly hair.
-
Lori Greiner offered $60,000 for 50% equity, but the deal never closed.
- Following the show, the company sold over 10,000 units within two months and grew to an estimated $3.5 million in annual revenue by April 2023.
Check out other Shark Tank Season 7 Episodes.
Curious about the other businesses featured in Shark Tank Season 7 Episode 13? Explore more updates and see which ideas made a splash in the Tank.
