Joe Moore stepped into the Shark Tank Season 2 Episode 2 with his product, First Defense Nasal Screens. His straightforward idea was based on a tiny adhesive filter that stuck over each nostril. The filters were designed to block up to 99% of allergens, dust, pollen, and dander, helping to ease allergy symptoms and breathing issues.
People with asthma often struggle with these airborne particles, so his invention had the potential to revolutionize the medical industry. His idea centered on small adhesive filters that fit over each nostril. They were designed to be subtle, almost invisible from a short distance.
The Sharks recognized the opportunity, to say the least. They recognized it so much so that at one point during the pitch, one of the Sharks was willing to throw in $4 million.
Keep reading to find out which Shark was willing to shell out that much money to make Joe an instant millionaire, only to have Joe turn down the offer.
First Defense Nasal Screen Shark Tank Pitch
Moore came to the Sharks asking for $500,000 in return for a 10% stake in his company. His pitch was simple and direct. Joe pointed out how a huge number of TV ads target nasal allergy relief. And that millions of people end up in clinics and hospitals every year, dealing with allergies and breathing troubles.
The Sharks didn’t seem convinced at first. Mark Cuban backhandedly questioned the product’s viability, and Daymond John pressed him about his sales numbers.
When Moore said he had already sold 1.7 million units, the tone in the room shifted dramatically. To further spice up the atmosphere, he then mentioned a signed deal for another 8 million units over the next six years. To say this caught everyone’s attention in the room would be an understatement.
Once he showed them the contract in hand, every other Shark wanted a piece of the business.
Robert Herjavec even jokingly said that “All of a sudden, you don’t look that funny with that stuff stuck up your nose.” Moore passed out samples to the Sharks, and the questions started coming one after another.
How First Defense Nasal Screen Got a $4 Million Offer
Barbara Corcoran was the first one to opt out of it. She considered that the cost of raising awareness around the product for the masses would be too much. As it happened, she was also the only one who would not run in the rat race for First Defense Nasal Screens.
The rest of the Sharks were very interested. Kevin O’Leary was intrigued and offered $500,000 for 20% of the company, along with a 15% royalty. He tried pushing Moore for a decision, but then Mark Cuban jumped in and said he was open to teaming up with O’Leary.
As the two Sharks were deciding whether to lock horns or shake hands, another one joined the battle. Daymond John put forward an offer of $800,000 for 30% of the business, along with a 10% royalty.
Kevin O’Leary came back with a bigger move. He offered $1 million to buy the whole company. Moore turned that down but said he might be open to selling if the price was much higher. He also demanded a 10% royalty for himself and some involvement in the company.
Daymond John came back strong, putting up $1 million for 30% of the company and a 10% royalty until he recovered his investment.
Then Robert Herjavec jumped in with a bold move, offering $2 million to buy the business outright and promising Moore a 10% royalty on future sales. The tension in the room was soaring as three solid offers now sat on the table. Two of which would make Moore an instant millionaire.
Turning Down $4 Million
What happened next would go down in the Shark Tank record books.
Robert Herjavec shocked everyone with a record-breaking offer of $4 million, along with a 10% royalty.
Still, Moore stood his ground and pushed back, saying he’d agree to sell if the price went up to $5 million with a 15% royalty. Herjavec wasn’t willing to go that far and chose to step out of the deal.
The trifecta of Kevin O’Leary, Mark Cuban, and Daymond John came together to make one last offer. They put $750,000 on the table for 30% of the company, along with a 15% royalty that would continue indefinitely.
Moore managed to sweeten the deal by asking Cuban to throw in Mavericks season tickets, and they shook hands on that.
From Shark Tank to Worldwide Success
That $4 million bid went down as the biggest offer ever made on Shark Tank. Moore never second-guessed his decision, though. He walked away with most of his company still under his control.
The deal from the show also didn’t end up closing. Moore stayed on as president and CEO of First Defense Nasal Screens. The exposure from Shark Tank turned out to be priceless, pushing his brand to global success and cementing it as one of the show’s standout stories.
The company expanded worldwide. They have patents and distribution deals in more than 50 countries now. They also observed a very steep rise in sales during the COVID-19 pandemic. The company dropped prices by 15% at the time to make the filters affordable for a wider audience.
Their estimated net worth stands in the region of around $50 million as of 2025.
Proof That Belief Can Be the Best Investment
Joe Moore’s story is a reminder that turning down a big offer isn’t always a loss. He trusted his vision, kept control of his company, and turned a single TV pitch into a global success. Today, First Defense Nasal Screens continues to grow and reach new markets.
All of this just proves that sometimes the smartest deal is the one you make with yourself.
