Ta-Ta Towels Shark Tank Update – Shark Tank Season 10
Erin Robertson pitched her patented Ta-Ta Towels on Shark Tank, seeking $200,000 for 10% equity. Here’s what happened in the Tank, whether Lori Greiner’s deal closed, and where the business is today.
Erin Robertson tackled the problem of female breast sweat on Shark Tank Season 10, Episode 2, hoping a Shark could help turn her niche invention into a mainstream brand.
Would the Sharks see the potential in Erin’s solution for an overlooked everyday problem and invest in Ta-Ta Towels?
About Ta-Ta Towels
| Category | Details |
|---|---|
| Business Name | Ta-Ta Towels |
| Founder | Erin Robertson |
| Industry | Apparel & Personal Care |
| Product | Towel designed to keep breasts dry and comfortable |
| Investment Asked | $200,000 for 10% equity |
| Deal Status | Deal secured with Lori Greiner (did not close) |
| Deal Outcome | $200,000 for 40% equity |
| Valuation | $2 million (at the time of Shark Tank pitch) |
The inspiration for Erin’s idea came on a warm LA evening while preparing for a date. Her AC was on the fritz, and her tatas were sweating bullets. She tried a variety of methods to dry off, but none of them worked.
During her date, she kept thinking about her sweaty breast problem. Later that night, the idea finally came to her. She borrowed a sewing machine, watched a lot of YouTube videos on sewing, and went to work, destroying every towel she owned in the process.
Once she had some prototypes, she passed them around to her friends. One friend had rash problems due to moisture under her breasts, and the Ta-Ta Towel cured her. Another friend was nursing and found the towel comfortable while allowing for easy access.
Erin needed to ramp up manufacturing to meet mass-market demand, and a Shark could help her do that.
Ta-Ta Towels Shark Tank Pitch
Erin entered the Shark Tank seeking $200,000 for 10% equity in the business. She said she was in the business of keeping boobs high and dry, which made the Sharks laugh.
She explained how she created the product. When the three models onstage revealed their tatas, the Sharks laughed again, and Erin handed out samples. Kevin O’Leary even tried one on using the grapefruits Erin provided.
She held design patents on both the original and maternity versions, trademarked the Ta-Ta Towel name, and started selling them for use at the spa, at the gym, or just for lounging around.
She designed each Ta-Ta Towel using soft, absorbent fabric for comfort. They are priced between $35 and $45 and come in a variety of colors and patterns. Since each color and pattern is handmade, quantities are limited.
The original Ta-Ta Towel sold for $45, while the maternity version sold for $55. Each towel cost $24 to make.
Erin shared that the company had generated $1.1 million in sales in 2017. She explained that the $180,000 represented year-to-date sales as of filming in 2018, following the product’s earlier viral success. She also explained that every towel was sewn in Los Angeles by women.
What Makes Ta-Ta Towels Unique?
Ta-Ta Towels stood out by solving a common but often overlooked problem with a simple and practical solution:
- Designed to keep breasts dry and comfortable.
- Helpful for women with moisture-related rashes, nursing mothers, and everyday wear.
- Handmade in Los Angeles using soft materials.
- Protected by design patents and a trademark.
Did Ta-Ta Towels Get a Deal on Shark Tank?
The Sharks were concerned that Erin had 10,000 units sitting in inventory. They questioned whether her sales projections matched the company’s current performance.
Mark Cuban was the first to drop out, citing concerns about the inventory and overall business strategy.
Robert Herjavec and Kevin O’Leary also declined to invest, saying Erin had not done enough to justify her $2 million valuation.
Barbara Corcoran stepped out as well because she was concerned about the decline in sales after the product’s viral success.
Lori Greiner was the only Shark to make an offer, proposing $200,000 for 50% equity. She explained that the business had stalled and would require the full support of her team to get it growing again, which was why she wanted such a large ownership stake.
Erin initially countered with 15% equity, then increased her offer to 20%, explaining that she had already given 10% of the company to another investor and could not afford to give up half of the business.
Lori revised her offer to $200,000 for 40% equity. Erin made one final attempt to negotiate the deal down to 30%, but Lori declined.
Erin accepted Lori’s revised offer of $200,000 for 40% equity.
Ta-Ta Towels Shark Tank Update
After appearing on Shark Tank, the deal with Lori Greiner did not close.
Despite the deal falling through, appearing on Shark Tank gave the company significant exposure, and Erin later shared that the business had continued to grow every year after the show. She also remained committed to keeping the company family-run and manufacturing its products in Los Angeles.
Erin sold her 10,000 units and then some. The company expanded sales through Amazon while continuing to sell products on its own website.
Within a year of appearing on Shark Tank, the company surpassed $1 million in sales, helped in part by another viral social media moment. By January 2023, annual sales had reached $1 million.
The towels continued to be sewn in Los Angeles. The company expanded beyond its original towel to include maternity styles, robes, head towels, tube tops, shorts, and the Testie Towel for men.
The company also built a strong social media presence, attracting more than 220,000 followers on Instagram and around 260,000 followers on TikTok, helping it continue to grow its customer base.
As of 2025, Ta-Ta Towels remains in business, continuing to sell directly to consumers while expanding its product lineup.
Where Can You Buy It?
Ta-Ta Towels products are available through its official website. The company also offers tube tops, shorts, and head towels.
Follow them on their social media: Facebook, X, and Instagram for more updates.
Posts about Ta-Ta Towels on Shark Tank Blog
To learn how the idea originated and gained attention before Shark Tank, check out our detailed post on Ta-Ta Towel Keeps Your Ta Tas Dry.
Quick Summary
- Erin Robertson pitched Ta-Ta Towels, a wearable breast towel brand designed to keep breasts dry and comfortable, to the Sharks, asking for $200,000 in exchange for 10% equity.
- Lori Greiner was the only Shark to make an offer, and after negotiations, the two agreed to a $200,000 deal for 40% equity, although the investment ultimately did not close.
- Despite the deal falling through, Ta-Ta Towels has continued to grow after Shark Tank. It has expanded its product line to include maternity styles, robes, tube tops, shorts, head towels, and the Testie Towel, while maintaining over $1 million in annual sales and building a large social media following.
Check out other Shark Tank Season 10 Episodes.
Curious about the other businesses featured in Shark Tank Season 10 Episode 2? Explore more updates and see which ideas made a splash in the Tank.
