Intake Breathing Raises $62 Million From Camino Partners to Enter Mass Retail

Originally reported by Modern Retail.

Intake Breathing, the magnetic nasal dilator brand, announced a $62 million investment from Camino Partners, the firm founded by KIND Snacks founder Daniel Lubetzky, as first reported by Modern Retail. The capital is earmarked for mass retail expansion and internal team growth, as the brand works to reposition nasal breathing technology as a mainstream wellness product rather than a drugstore cold-relief item.

Co-founder and CEO Alex Hauck told Modern Retail the company has posted triple-digit growth over the past three years and has sold more than 100 million pairs of breathing tabs since its 2023 launch. The brand currently distributes through its direct-to-consumer website and on Amazon. Hauck told Modern Retail that the fresh capital will go toward growing the internal team and preparing operations for the scale of retail orders, covering areas such as SKU management and supply chain readiness.

Elle Lanning, president of Camino Partners, told Modern Retail that data anchored the investment decision: 74% of Intake's existing consumers had not previously purchased in the legacy nasal strip category, a figure she said solidified the deal. Lanning drew a direct comparison to the way KIND repositioned the health bar from the dietary supplement section into mainstream food retail. The round arrives after Breathe Right, a legacy nasal strip brand, was acquired by Prestige Consumer Healthcare for $1 billion, a deal that signals how much capital is now circling the nasal wellness space.

Why it matters

Intake's round is a signal that the wellness category is widening well past supplements and skin care. As Modern Retail noted, brands including Hostage Tape and ZzzTape have also emerged to serve growing consumer interest in breathing as a daily wellness habit. Intake's case to retailers is that its products belong in the wellness aisle rather than alongside cold remedies, and Lanning told Modern Retail that Camino intends to help bring the category out of the drugstore remedy shelf entirely. The brand's appearance on the runway at designer Jane Wade's New York Fashion Week show earlier this year, noted by Hauck in his conversation with Modern Retail, signals an ambition to build an identity closer to lifestyle than to medicine. That positioning strategy, if it holds, could pressure legacy nasal strip brands to rethink their own shelf placement and marketing approach.

What to watch

The central open question is which retail partners Intake will announce and at what scale. Lanning told Modern Retail that Camino wants to be deliberate about retail partnerships, suggesting a selective approach rather than a broad sweep. Whether the brand can sustain the growth it achieved in a DTC environment once it faces retail buyers, promotional calendars and shelf adjacencies it does not control will be the real test of this round's ambitions.

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Sources

• Modern Retail: Intake Breathing nabs $62M, joining the nasal wellness trend
• Intake Premier Nasal Dilator | Nose Breathing & Snoring Solution
• About Intake Breathing | Our Founding Story & Mission