You’ve probably seen the ads. People walking around with a tiny piece of medical-grade tape stuck horizontally across their lips, looking like they’ve been kidnapped by a very polite kidnapper. It’s called mouth taping. The trend exploded on TikTok, but things got serious when the company Nose Breather walked into the Shark Tank.
It was a polarizing pitch. Some people think mouth taping is a revolutionary health hack that fixes snoring and sleep apnea overnight. Others, including some very skeptical doctors, think it’s a suffocating disaster waiting to happen.
The Nose Breather Shark Tank Pitch: High Stakes and Dry Mouths
When the founders of Nose Breather stepped onto the carpet in Season 15, they weren't just selling a product. They were selling a physiological shift. They walked in asking for a significant investment to scale their specialized adhesive strips designed to force nasal breathing during sleep.
The pitch was classic Shark Tank. You have the founders explaining how humans are the only mammals that habitually breathe through their mouths, which, according to them, is a biological "backup system" that we’ve turned into a primary habit. They talked about the "Gummy Smile," dental decay, and the dreaded morning breath caused by a parched throat.
Mark Cuban was immediately interested in the data. He’s a fitness buff and always looks for the edge. However, Kevin O'Leary—predictably—wanted to know about the "moat." Why couldn't someone just use a 3M Band-Aid or a piece of Scotch tape?
The founders argued that their patent-pending shape and the specific "stretch-factor" of the adhesive made it safer and more comfortable than DIY methods. They pointed out that ripping off standard duct tape in the middle of the night isn't exactly a premium user experience.
Is Mouth Taping Actually Safe?
This is where the room got a bit chilly. If you’ve ever tried to breathe through your nose while you have a cold, you know it’s impossible. Now imagine your mouth is taped shut while you’re unconscious.
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The Sharks brought up the "safety" elephant in the room. What happens if you vomit? What if your nose gets congested while you're in a deep REM cycle?
The Nose Breather team clarified that their strips have a small vent or are designed to "pop" open if enough pressure is applied from the inside. They aren't industrial-strength Gorilla Glue. But even with those reassurances, the medical community remains divided.
Dr. Raj Dasgupta, a sleep specialist, has often noted that while nasal breathing is superior—it filters the air, humidifies it, and increases nitric oxide intake—mouth taping isn't a cure-all for everyone. Specifically, if you have obstructive sleep apnea (OSA), taping your mouth shut without a CPAP machine could actually be dangerous. It’s a nuance that often gets lost in a 10-minute edited TV segment.
The Business of Breathing
Let's talk numbers. The mouth taping market isn't just a niche hobby for "biohackers" anymore. It’s a legitimate segment of the sleep hygiene industry, which is projected to reach over $100 billion globally by the end of the decade.
Nose Breather came into the Tank with impressive customer acquisition costs. People are desperate for better sleep. They’ll try anything. The company had already seen a massive spike in sales thanks to "organic" virality—basically, influencers posting selfies with taped mouths.
The Sharks saw the margins. It’s a high-margin product. A pack of 30 strips costs pennies to manufacture but retails for $20 to $30. That’s the kind of math that makes Kevin O’Leary’s eyes turn into dollar signs.
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But the "Shark" factor isn't just about the money. It’s about the distribution. Getting a product like this into CVS or Walgreens requires massive legal backing and clinical "proof" that most startups just don't have yet.
Why the Internet is Obsessed with Nasal Breathing
The science is actually pretty cool, if you can get past the weirdness of the tape.
When you breathe through your nose, you produce nitric oxide. This is a vasodilator. It helps lower blood pressure and improves oxygen circulation. Mouth breathers, on the other hand, tend to over-breathe. This leads to a slight imbalance in carbon dioxide levels, which can leave you feeling fatigued even after eight hours of sleep.
James Nestor’s book Breath basically acted as a multi-year marketing campaign for companies like Nose Breather. He spent weeks with his nose plugged for a study, and the results were disastrous—snoring, high blood pressure, and sleep apnea. Once he switched back to nasal breathing, his vitals normalized.
That’s the "why" behind the brand. They aren't just selling tape; they're selling the promise of a more efficient body.
What Happened After the Show?
The "Shark Tank Effect" is a real thing. Even if a company doesn't walk away with a deal, the 10-minute commercial to millions of viewers usually crashes their website. Nose Breather saw a massive influx of orders.
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However, the post-Tank journey for health-tech startups is usually rocky. Regulation is the biggest hurdle. The FDA doesn't take kindly to "medical" claims without rigorous clinical trials. If Nose Breather says they "cure" snoring, they’re in trouble. If they say they "promote nasal breathing," they’re usually safe.
We’ve seen similar brands like Hostage Tape and MyoTape also flood the market. It’s become a crowded space. The winners aren't necessarily the ones with the best tape, but the ones with the best branding and the fewest lawsuits.
How to Start Breathing Better (Without Smothering Yourself)
If you're curious about the Nose Breather lifestyle but aren't ready to glue your face shut, there are ways to transition. Honestly, jumping straight into a full night of mouth taping is a bit aggressive for most people.
- The Day Test: Try wearing a strip for 15 minutes while you’re watching TV. If you feel panicked or like you can't get enough air, you might have a deviated septum or chronic inflammation that needs a doctor's visit, not tape.
- Nasal Dilators: Some people find that opening the nose from the inside (using those little plastic spreaders) or the outside (Breathe Right strips) makes nasal breathing so easy that they don't even need the mouth tape.
- Check Your Posture: If you sleep on your back, your jaw naturally drops open. Gravity is a mouth-breather’s worst enemy. Side-sleeping often fixes the issue naturally.
- Hydrate: A dry mouth isn't just a symptom; it's a catalyst. Sometimes simply using a humidifier in your bedroom reduces the "congestion" that forces you to breathe through your mouth in the first place.
Nose Breather and their appearance on Shark Tank served as a massive wake-up call for the general public regarding sleep quality. Whether you think it’s a brilliant health intervention or a silly gimmick, the conversation about how we breathe is finally happening.
The most important takeaway? Listen to your body. If you wake up feeling like you’ve run a marathon in your sleep, your breathing is likely the culprit. Start by talking to a sleep specialist. If they give you the green light, maybe give the tape a shot. Just make sure you can rip it off if you need to sneeze.
Actionable Steps for Better Sleep
If you want to improve your respiratory health based on the principles discussed by Nose Breather on Shark Tank, follow these steps:
- Consult a Professional: Before using any adhesive sleep aid, see an ENT or a sleep doctor to rule out Obstructive Sleep Apnea. Taping your mouth if you have an underlying blockage can be dangerous.
- Evaluate Your Environment: Use a hygrometer to check your bedroom's humidity. Aim for 40-60%. Dry air often forces mouth breathing due to nasal irritation.
- Practice Nasal Breathing During Exercise: Start by keeping your mouth closed during low-intensity walks. This builds up your tolerance for higher CO2 levels and strengthens the diaphragm.
- Gradual Implementation: If you choose to use Nose Breather strips, use them during a nap first. Never use them if you have consumed alcohol or sedatives, as these dampen your "arousal response" if your breathing is compromised.
- Monitor Vitals: Use a wearable device to track your blood oxygen levels ($SpO_2$) and heart rate variability (HRV) to see if nasal breathing actually improves your deep sleep cycles.