What Happened To Pawnix Noise-Cancelling Headphones For Dogs After Shark Tank?

Have you ever been curious if dogs benefit from noise-cancelling headphones, too? One inventive "Shark Tank" creator did. Season 13, episode 17 of "Shark Tank" featured headgear for nervous dogs: the Pawnix Noise-Cancelling Headphones. The product uses Bluetooth speakers with noise-cancelling frequencies to drown out potentially distressing sounds. Kristen Brand, who founded Pawnix, was initially inspired to create a solution for noise-averse canines after her dog Emma fled home when scared by fireworks on the Fourth of July. Her family spent hours searching for Emma before finding her being held at a neighbor's house.

After graduating from Michigan State University with a degree in Package Engineering and gaining work experience with Mars Petcare, Brand embraced her entrepreneurial spirit when she was unable to find a noise-cancelling product that would have prevented her scare with Emma. In 2020, Brand started producing the Pawnix Noise-Cancelling Headphones, appearing a year later on "Shark Tank." The budding entrepreneur did not get a deal but continues to run the business today.

Kristen Brand went into the Shark Tank asking for $150,000 for 10% equity. However, she failed to capture the interest of any investors due to various concerns they had with the headphones. Kevin O'Leary was the first shark to speak up, doubting its effectiveness to stay on and whether dogs would tolerate wearing the product. A low profit margin and a high retail price of $200 led the sharks to conclude there wasn't enough value to entice a broader customer base despite Brand having over $100,000 in sales in her first year of operation.

Robert Herjavec was the first to go out, stating, "I think at the price point, the noise-cancelling, you're a niche of a niche of a niche of a market. I don't see it, I'm out." The rest of the sharks quickly backed out with similar concerns. Brand would not get the chance to propose a counteroffer and was cut off when trying to give more statistics to prove the viability of the headphones. One Redditor and viewer echoed the Sharks' skepticism, saying, "Robert hit the nail on the head. The price point is way too high for these, especially as her own dog would not even keep them on during the pitch."

While Kristen Brand's "Shark Tank" appearance was brief, it proved valuable in boosting Pawnix's visibility. Brand spoke about the outpouring of support after her appearance on an episode of the Covered in Pet Hair podcast titled "The Sharks Got it Wrong! Noise-Cancelling Headphones for Dogs Work!" During her interview, she discussed how "Shark Tank" continued to benefit the business, noting when "there's an influx of sales and an influx of e-mails it (her appearance) must have re-aired on CNBC."

Pawnix's ability to carve out a corner of the market stems from the prevalence of canine noise phobia. Over two-thirds of dogs have noise aversion, an abnormal response to loud sounds. The abnormal response to sound can cause further issues, with up to 88% of dogs developing separation anxiety as a result. There is also a 30-60% increase in lost pets during the Fourth of July due to fear of fireworks, the same event that inspired Brand to solve this problem.

Pawnix continues to sell noise-cancelling headphones through its official site and regularly updates its social media on Instagram and TikTok, showcasing various pets wearing and using the headset. However, Pawnix's social media channels maintain a modest following compared to other profitable pet accounts, acting more as a showcase for the headphone's viability through success stories. 

That hasn't stopped creator Kirsten Brand from continuing to grow her business, however. She's since expanded her product line, including Pawnix Anxiety Relief Pajama Jams. The bodysuit is designed to help calm dogs through gentle pressure, and can work in tandem with the noise-cancelling headphones. Still, with Pawnix's financial information unavailable, it isn't easy to gauge whether the business is thriving or is catering to specific pets and their needs.

Kristen Brand has led Pawnix as CEO and founder for over seven years, and as of February 2025, the company remains in operation, continuing to produce both the headset and its other anxiety-reducing products. Pawnix's website continues to sell the headphones at $200, proving a market exists despite competitors offering lower-priced alternatives. Pawnix has also added additional items to the site, including a playlist of soothing dog sounds to ease anxiety, as well as a boutique program to encourage retail businesses to sell the headset. 

It is unknown whether Kristen Brand plans to expand the Pawnix line of products further or undergo any additional entrepreneurial endeavors. For now, it seems that Brand has found that the "niche of a niche of a niche" market that initially dissuaded Robert Herjavec is a thriving place to continue her work.