"You had me at hello" - When Shark Tank's Lori Greiner invested in Ta-Ta Towel

Shark Tank investor Lori Greiner declared to entrepreneur Erin Robertson during Season 10, Episode 2 of ABC's hit show:

"You had me at hello. I get it. I get this product"

It was a pivotal moment for Robertson's unique invention, the Ta-Ta Towel – a clever solution for "underboob sweat" that had already gained impressive traction before her television appearance.

The premise of Shark Tank pits hopeful business owners against a panel of wealthy investors (the Sharks) who decide whether to fund these ventures in exchange for equity.

Robertson entered the Tank seeking $200,000 for 10% of her company, but faced skepticism from most of the Sharks – until Greiner saw the product's potential.

What started as a personal solution to Robertson's broken air conditioner problem had evolved into a business that sold 1.1 million units before even appearing on the show. Now all she needed was a Shark to take her invention to the next level.

What happened during Ta-Ta Towel’s Shark Tank pitch?

Necessity truly became the mother of invention when Erin Robertson found herself struggling with a common yet rarely discussed problem.

"While working many and varied odd jobs to keep myself afloat and pay my bills, I began designing my prototype," Robertson told VoyageLA in 2021.

The inspiration struck when her air conditioner broke, leaving her sweating profusely after showering.

"I tried everything: I tucked wash cloths under my breasts, I tried dumping baby powder all over me, I even put a t-shirt on and tucked it under my boobs. But the wash cloths looked ridiculous, the baby powder made me look more like dough, and the t-shirt was making me sweat even more," Robertson explained on her website.

With no prior sewing experience, she taught herself using YouTube tutorials. After creating her prototypes and receiving enthusiastic feedback from friends, Robertson knew she had something special. Her first major break came at LA Women's Inspo, where she sold 24 towels and caught media attention.

When Robertson walked into Shark Tank she aimed high – requesting $200,000 for 10% of her business. Her pitch highlighted not just the practical benefits of her product but also its inclusive nature, as Ta-Ta Towels range from C to H cup sizes and feature models more representative of average women's bodies.

The Sharks' reactions were mixed. Kevin O'Leary memorably tried on a Ta-Ta Towel himself, using grapefruits as stand-ins for breasts. Despite the humor, most Sharks weren't convinced of the business model.

Mark Cuban found Robertson's strategy unclear, while O'Leary and Robert Herjavec expressed doubts about her ability to move existing inventory. Barbara Corcoran also declined to invest.

Then came Lori Greiner's moment of clarity. After her enthusiastic "You had me at hello" declaration, she offered $200,000 – but for 50% of the company. Greiner justified this high equity ask by explaining that Robertson's business had stalled and would need her team's full support to regain momentum.

Robertson, who owned 90% of her company, countered that she couldn't give away half her business. After negotiation, they settled on 40% equity for Greiner's investment and expertise.

Ta-Ta Towel’s journey beyond the Shark Tank

The Shark Tank effect provided Ta-Ta Towel with more than just financial backing.

"My business has been growing every year since [Shark Tank]," Robertson told VoyageLA three years post-appearance.

She's proudly kept production family-run and based in Los Angeles. Robertson speaks highly of her partnership with Greiner. She told CNBC Make It in 2018:

"I feel like I was just welcomed with open arms into an exclusive club. Lori is the real deal and she is absolutely lovely from the inside out. I'm learning a lot from her and I couldn't be more grateful for all that's happening right now"

The exposure led to a sales surge. As Robertson put it:

"Sales are pouring in. Never underestimate the power of women; we have brains, brawn, beauty, and boob sweat."

By 2025, Ta-Ta Towel has expanded far beyond its original product. The company now offers robes, shorties, hair towels, and seasonal variations of its flagship design. For holidays like Valentine's Day and the 4th of July, special editions help customers celebrate in comfort.

The brand has also found a second purpose for breastfeeding mothers who struggle with nighttime leakage – a problem blogger Sara McGinnis described as having to stuff "hand towels down the front of her t-shirt every night."

Ta-Ta Towel's social media presence demonstrates its loyal following. With 217,000 Instagram followers, 114,000 on Facebook, and nearly 255,000 on TikTok, the brand has cultivated a dedicated community.

Recognizing this loyalty, the company launched an Ambassador Program offering discounts, rewards, and early access to new products for its most enthusiastic customers.

Looking back on her Shark Tank journey in a July 2023 Instagram video, Robertson acknowledged the challenges of getting on the show.

Having transformed a personal inconvenience into a thriving business that helps women everywhere stay comfortable while sparking honest conversations about women's bodies, she reflected:

"It was so worth it"

From a broken air conditioner to a multimillion-dollar partnership with Lori Greiner, the Ta-Ta Towel story proves that sometimes the most successful products solve problems we rarely talk about.

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Catch Shark Tank on ABC every Friday at 8 PM ET, with streaming available on Hulu.