Intake Breathing Raises $62M as Nasal Wellness Goes Mainstream

Intake Breathing, a direct-to-consumer nasal breathing brand, has secured a $62 million investment from Camino Partners, a firm founded by Kind Snacks creator Daniel Lubetzky. The company announced the deal this week. The capital will fund its expansion into retail and grow internal operations as it prepares to enter mass retail channels.

The bet is straightforward. Intake Breathing wants to reinvent the nose strip category, which the company views as stagnant, for a broader consumer base interested in health and longevity. The brand currently sells through its own site (a DTC model, meaning sales made directly to consumers without traditional retail intermediaries). The new money backs a shift onto physical shelves.

What does the investment signal about wellness?

The deal shows consumer wellness expanding far beyond supplements and skin care. Daily habits like breathing are now a product category. Brands such as Hostage Tape and ZzzTape have emerged in the last few years to serve the mouth-taping craze, in which consumers tape their mouths at night to encourage nasal breathing during sleep.

This shift matters for marketers. Consumer brands continue to reposition functional products as lifestyle essentials. Optimizing airflow and restful sleep now sit at the forefront of the wellness industry, according to the reporting on the deal.

Why is a snack founder backing a breathing brand?

Daniel Lubetzky built Kind Snacks into a mainstream better-for-you brand before founding Camino Partners. His firm's $62 million commitment applies that playbook to nasal wellness: take a niche functional product, reposition it around broader health values, and push it into mass distribution.

The nose strip category gives Intake Breathing an established base to work from. Rather than creating demand from zero, the company can convert an existing, dormant category into a lifestyle purchase aimed at longevity-minded consumers. That conversion is what the retail expansion is designed to test.

What comes next?

The immediate priority is the move into mass retail, funded by the new capital alongside investment in internal operations. The outcome will indicate whether nasal breathing can follow the path of supplements and skin care from niche habit to mainstream shelf category. If Hostage Tape and ZzzTape sustain their growth alongside Intake Breathing's retail push, the nasal wellness trend could become a durable segment rather than a passing craze.