First Defense Nasal Screens is estimated to be worth around $50 million, according to Shark Tank-tracking outlets, up from the $5 million valuation founder Joe Moore proposed during his original 2011 pitch. The company does not publicly disclose financial reports, so this figure should be treated as an estimate rather than a confirmed number.
Moore invented the adhesive nasal filter after surviving a severe allergic reaction, and pitched it on Shark Tank season 2 in 2011. He turned down a then-record $4 million buyout offer from Robert Herjavec, and while the panel's smaller equity deal was announced on air, it never closed after filming ended.
Quick Facts
| Founder | Joe Moore |
| Product | Adhesive nasal air filter, worn like a small screen over the nostrils |
| Shark Tank Appearance | Season 2, Episode 2 (aired March 2011) |
| On-Air Offer | $750,000 for 30% equity plus a 15% perpetual royalty, from Mark Cuban, Kevin O'Leary, and Daymond John -- deal announced but never closed |
| Rejected Offer | $4 million for full ownership, from Robert Herjavec |
| Distribution | Patents and distribution in more than 50 countries |
| Estimated Net Worth | Around $50 million (company estimate, undisclosed financials) |
How It All Started
After surviving a severe allergic reaction, Joe Moore set out to build a simple way to filter dust, allergens, and airborne particles out of the air people breathe. In 2012, he developed the idea for an adhesive nasal filter but lacked the capital to bring it to market, which led him to apply for Shark Tank.
The Shark Tank Pitch and Rejected Deal
Moore appeared on Shark Tank season 2, episode 2, in March 2011, seeking $500,000 for a 10% stake. He had already sold roughly 1.7 million units and secured an $8 million distribution contract in the United Arab Emirates before filming. Robert Herjavec offered $4 million for the entire company -- the show's largest offer at the time -- but Moore turned it down, telling the panel it was "a little low." Mark Cuban, Kevin O'Leary, and Daymond John then teamed up on a joint offer of $750,000 for 30% equity plus a 15% perpetual royalty, with Cuban throwing in Dallas Mavericks season tickets to sweeten the deal. Moore accepted on air, but the deal was never finalized after filming ended.
Growth After Shark Tank
Despite the deal falling through, the exposure from the episode helped turn First Defense Nasal Screens into one of the more commercially successful products to appear on the show. The company has since built patents and distribution agreements in more than 50 countries, including a 2018 distribution partnership in India, and saw a surge in sales during the COVID-19 pandemic. Moore has continued to lead the company as founder.
Frequently Asked Questions
Did Joe Moore accept a deal on Shark Tank?
He accepted an on-air offer of $750,000 for 30% equity plus a royalty from Mark Cuban, Kevin O'Leary, and Daymond John, but the deal never closed after filming.
What is First Defense Nasal Screens worth today?
Shark Tank-tracking outlets estimate its value at around $50 million, though the company does not publicly disclose its financials.
Why did Joe Moore turn down $4 million?
Robert Herjavec's $4 million offer was for full ownership of the company; Moore judged it undervalued the business given his existing sales and international distribution deals.