Let's talk about the weirdest, most legendary pitch in the history of ABC’s hit show. You know the one. It involves sticky filters you shove onto your nostrils and a guy named Joe Moore who walked into the tank with a level of confidence that would make a Silicon Valley CEO blush. When people search for nasal screens shark tank, they usually expect a story of a quick failure or a gimmicky product that vanished into the ether of late-night infomercials.
The reality? It's way weirder.
Back in Season 2, Joe Moore pitched First Defense Nasal Screens. It wasn't just a pitch; it was a masterclass in leverage. Most entrepreneurs walk in begging for a check, willing to give up half their soul for a chance to work with Mark Cuban or Barbara Corcoran. Joe didn't do that. He basically told them he didn't need their money, which, as we've seen a hundred times since, is like catnip for sharks.
The $4 Million Counter-Offer That Broke the Show
Most Shark Tank deals are modest. $50,000 for 20%. Maybe $200,000 for 10% if the valuation is high. Joe Moore asked for $500,000 in exchange for 10% of his company. The sharks were skeptical, naturally. Who wouldn't be? He was selling what looked like tiny Band-Aids for your nose. But then he dropped the bomb: he had a $4 million buyout offer on the table from a major medical company.
Kevin O’Leary—who we all know loves a good royalty deal—was hooked. Daymond John and Mark Cuban weren't far behind.
The negotiation was tense. Moore wasn't just looking for cash; he wanted a partnership that would scale his manufacturing. He ended up scoring a combined deal with Mark Cuban, Daymond John, and Kevin O’Leary. They offered $750,000 for 30% of the company, plus a 15% royalty in perpetuity. It was, at the time, one of the most aggressive and high-value deals in the history of the show.
Honestly, watching it back, you can see the moment the sharks shifted from "is this a joke?" to "how do I own this?"
Why Did the Sharks Care About Sticky Nose Filters?
It sounds silly. Nasal screens. But the science behind First Defense is actually pretty solid, if a bit niche. The product is a non-inserted, self-adhesive filter. It sticks to the rim of the nostril. Unlike a bulky N95 mask, it's almost invisible. It’s designed to filter out allergens, pollutants, and second-hand smoke.
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Think about the global market for a second.
In countries with massive air pollution issues, like India or China, people are constantly looking for ways to breathe cleaner air without wearing a full face covering. That’s what the sharks saw. They weren't looking at the guy in Ohio mowing his lawn—though he's a customer—they were looking at the billions of people living in smog-choked cities.
Moore had patents. That’s the secret sauce. In the business world, a patent is a "keep out" sign for competitors. He had international protection on the design, which meant if anyone else wanted to make a "sticker" filter, they had to go through him.
The Product Mechanics
- Hypoallergenic adhesive: It has to stay on while you sweat but not rip your skin off when you remove it.
- Airflow resistance: This is the hard part. The filter has to be porous enough to breathe through easily but tight enough to catch microscopic particles.
- Discreet design: It’s skin-toned and sits flat.
People always ask: "Does it actually work?" Clinical studies mentioned during the due diligence phase suggested a significant reduction in particulate inhalation. It's not a medical device in the sense that it cures disease, but as a preventative barrier? It’s basically a screen door for your face.
The Post-Tank Reality: Success or Flop?
A lot of Shark Tank companies die in the "due diligence" phase. That’s the boring part after the cameras stop rolling where lawyers look at the books. Surprisingly, the nasal screens shark tank deal actually moved forward, though the final terms often shift in these scenarios.
First Defense didn't just survive; it expanded.
Joe Moore took the shark's money and the "Shark Tank Effect"—that massive spike in traffic after an episode airs—and turned it into international distribution deals. We aren't just talking about Walgreens or CVS. We’re talking about massive contracts in the United Arab Emirates and parts of Asia.
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However, it hasn't been all smooth sailing. If you look at the company today, they haven't become a household name like Scrub Daddy or Bombas. Why? Because behavior change is hard. Getting people to stick something over their nostrils every day is a much bigger "ask" than getting them to buy a better sponge.
Misconceptions About the Nasal Screen Deal
There’s a lot of misinformation floating around Reddit and business blogs about this deal. Some people claim the deal never closed. Others say Moore turned down the sharks later.
Here’s the truth: The deal with Mark, Daymond, and Kevin did close. But like many partnerships, the level of involvement from the sharks varies over time. Daymond John has frequently cited the nasal screens as one of the more unique and potentially lucrative deals he’s been involved with because of the licensing potential.
Another big misconception is that the product was meant to replace masks during the 2020 pandemic.
While interest spiked during that time, First Defense was very careful with their marketing. They are filters, not respiratory medical devices. They don't seal like a mask. Using them for viral protection isn't what they were designed for, and the company generally avoided making claims that would get them in hot water with the FDA. They stuck to what they knew: allergens, dust, and pollution.
The Lessons for Entrepreneurs
What can we actually learn from the nasal screens shark tank saga?
First, know your numbers. Moore knew his valuation was backed by a real buyout offer. That gave him the "power of the walkaway." If the sharks said no, he still had a $4 million exit strategy. That is the ultimate leverage.
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Second, solve a "silent" problem. People don't always realize how much junk they are breathing in until they see a filter turn grey after a day in the city. Showing that visual proof is how you sell a product that people didn't know they needed.
Third, international is often bigger than domestic. If Moore had focused only on the US market, he might have struggled. By looking at global pollution trends, he found a much larger pond to fish in.
Technical Hurdles They Overcame
Developing the adhesive was apparently a nightmare. If the glue is too strong, it causes redness. If it’s too weak, the humidity from your breath makes it fall off in twenty minutes. Finding that middle ground took years of R&D before he ever stepped onto the carpet in front of the sharks.
Also, the manufacturing process for these is incredibly specific. It's not just cutting fabric; it's a multi-layered lamination process. Each screen has to be identical, or the "breathability" factor fluctuates, which ruins the user experience.
Where Are They Now?
As of 2025/2026, First Defense Nasal Screens are still available. You can find them on Amazon and through their direct website. They’ve updated the packaging and tweaked the adhesive formula a few times based on customer feedback.
They aren't a billion-dollar unicorn. But they are a profitable, niche business that proved the sharks' initial instinct right: there is a market for "weird" if the "weird" actually solves a problem.
If you’re looking to get into the air filtration space or just want to try them out for hay fever season, the product remains a solid choice for those who hate wearing masks but want some level of protection.
Actionable Next Steps
If you’re an entrepreneur or just a fan of the show, here is how you can apply the Nasal Screens story to your own life:
- Audit your leverage. Before any big negotiation, identify your "Option B." If you don't have a $4 million buyout offer in your pocket, find something else that makes you willing to walk away.
- Focus on "The Invisible." Is there a problem people are ignoring because it's microscopic? Air quality, digital privacy, micro-plastics—these are the markets of the next decade.
- Test the "Friction Factor." Before launching a product, ask yourself: how much does this change the user's daily routine? If the friction is high (like sticking things on your nose), the benefit must be even higher.
- Check the Patents. If you’re buying or investing in a product you saw on Shark Tank, always check if they actually hold the intellectual property. That's the difference between a real business and a temporary trend.
The story of the nasal screens shark tank pitch is a reminder that sometimes the strangest ideas are the ones that have the most legs—provided you have the patents to protect them and the guts to stand your ground when the sharks start circling.