Where Oh Knotty sold a 3-pack for $24, Amazon sold a 20-pack for $12. While the quality was arguably lower, the average consumer who just wanted the look of a messy bun without paying a premium opted for the cheaper alternative. The "unique" selling proposition became generic overnight. If you search "Oh Knotty" on Reddit or TikTok today, the top results are not tutorials. They are warning videos .
For many who waited 3-4 months for a scrunchie that cost $12, the window to file a chargeback (usually 60-120 days) had already closed. They were left with nothing but a confirmation email. what happened to oh knotty
Today, if you see an "Oh Knotty" scrunchie in the wild, it is likely a relic—a piece of early pandemic internet history. For everyone else, the search continues for a hair tie that actually doesn't leave a crease and actually arrives at your door. Where Oh Knotty sold a 3-pack for $24,
The Better Business Bureau currently gives Oh Knotty an "F" rating, citing a "pattern of complaints" concerning order fulfillment. What happened to Oh Knotty is a textbook case of "DTC cancer." If you search "Oh Knotty" on Reddit or
You cannot go from 1,000 orders a month to 100,000 orders a month using the same warehouse staff and support team. Oh Knotty grew too fast to build the scaffolding necessary to support their weight.
By 2020, the brand had exploded. They reported selling over 500,000 units and generating over $10 million in annual revenue. They secured a deal with Urban Outfitters. It looked like a fairy tale. As with many hyper-growth DTC brands, the seams began to show as early as late 2020. While the "For You" pages were flooded with positive reviews, the Better Business Bureau (BBB) and Trustpilot pages told a different story.