'%20x='0'%20y='0'%20height='100%25'%20width='100%25'%20%0A%20%20%20%20%20%20%20%20%20%20xlink%3Ahref='data:image/jpg;base64,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'%3E%3C/image%3E%3C/svg%3E)
Joe Moore presented First Defense Nasal Screens in Shark Tank season 2, episode 2, which aired on March 24, 2011. Moore requested $500,000 for a 10% stake for his product—nasal patches with air filtration—which had already sold 1.7 million units at $0.60 wholesale price. Moore secured an $8 million contract from the United Arab Emirates spanning six years.
During negotiations, Robert Herjavec made what was then the show's highest offer at $4 million for complete ownership. Moore responded with:
"I believe that the 4 million is a little low but I think we're very close. I think if you went to $5 million and 15% and whether you want me as an an employee which I would really like… because I want my royalty to be as much as I can”
Trending
The televised deal closed at $750,000 for 30% equity with three sharks.
Joe Moore passed on Robert Herjavec's $4 million Shark Tank offer
Headquartered in New Port Richey, First Defense Nasal Screens focused on respiratory protection through their patented nasal filters. Moore's mission centered on removing airborne germs, allergens and noxious particles, with products manufactured entirely in the US under the motto "Don't Get Sick, Just Peel and Stick".
The bidding started with Shark Tank investor Kevin O'Leary offering $500,000 for 20% equity plus a 15% royalty. Moore's sales numbers had caught the sharks' attention. Each unit wholesaled for $0.60, generating substantial revenue. The UAE contract promised steady business over six years, sparking increased interest from the sharks.
Daymond John stepped forward with $800,000 for 30% equity and a 10% royalty. O'Leary quickly adjusted his strategy, proposing $1 million to acquire the entire company. Moore stood firm, explaining the significant market potential for his product. This led to John modifying his offer to $1 million for 30% equity with a 10% royalty until investment recoupment.
$4 Million offer build-up
Another Shark Tank regular investor, Robert Herjavec accelerated the negotiations by offering $2 million for complete ownership plus a 10% royalty. The atmosphere shifted as Moore showed interest but maintained the valuation was insufficient. Mark Cuban pressed Moore about his ideal selling price, prompting a discussion about company control.
Herjavec then doubled his offer to $4 million. Moore responded by sharing his background as a cancer survivor and military veteran. He emphasized the product's impact through customer testimonials.
"I believe in this more than anything else because I've gotten testimonials of people saying you've changed my life," Moore explained to the sharks.
The negotiation reached its peak when Moore proposed a counter-offer of $5 million with a 15% royalty. He requested an employee contract to maintain involvement with the company. Herjavec declined to match the $5 million request, stating:
"I can get my mind around the four, I can't go up to the five."
Final negotiations and post tank developments
The sharks regrouped after Herjavec's exit. Kevin O'Leary attempted to steer Moore back to the original structure, suggesting that 80% ownership retention would yield greater long-term profits than a $4 million buyout. Meanwhile, Daymond John maintained his position of $1 million for 30% equity with a 10% royalty until investment recoupment.
Mark Cuban facilitated a discussion among O'Leary, John, and himself. The three Shark Tank judges stepped aside to formulate a joint proposal. Upon return, they presented a unified offer of $750,000 for 30% equity with a 15% perpetual royalty which was accepted.
The televised agreement with Cuban, O'Leary, and John marked a significant moment for First Defense Nasal Screens. However, the deal reportedly did not materialize after the show. Despite this, the company proceeded to expand its market presence substantially.
The business secured worldwide licensing agreements and distribution networks. According to The CEO Magazine, its patents now span across 50 countries, establishing a strong international presence. The company formed a partnership with Filter Your Life Healthcare Private Limited to enter the Indian market in 2018.
The Shark Tank fame company maintains active operations through their website, filteryourlife.com, where they offer flexible purchasing options - from single packs to monthly and annual subscription packages - alongside availability on Amazon. They also maintain a social media presence, with their most recent Instagram post in November 2024.
New episodes of Shark Tank air every Friday on ABC at 8 PM ET.
