Goodair Nosebuds

Market position

Goodair positions Nosebuds against conventional congestion treatments (antihistamines, decongestants, steroids, nasal irrigation), citing side effects such as rebound congestion and the inconvenience of irrigation. Company sources cite a nasal congestion market estimated at US$30 billion and state that around one-third of the population suffers from nasal congestion.

Rather than reducing swelling, blocking allergic reactions or flushing the nasal passages, the device is designed to support the nose's own clearing mechanisms through acoustic stimulation of the cilia. It is drug-free, reusable, rechargeable and washable, and intended for long-term daily use rather than single-use or short-term relief, and can be used alongside medication.

Technology

The device uses small rotors that spin as the user breathes, modulating airflow to generate vibroacoustic waves and a pulsing hum during both inhale and exhale phases. The intended mechanism is stimulation of nasal cilia to improve mucus and allergen clearance, plus augmentation of inhaled nitric oxide stored in the sinuses. The approach originated from research into a continuous positive airway pressure (CPAP) machine for obstructive sleep apnea, where controlling airflow along the side of the nose was found to influence sleep stage; subsequent experiments with acoustic vibrations through a loudspeaker identified a gas resonant frequency that increased inhaled nitric oxide, which the team then miniaturised into a portable, tolerable form factor. The design was also inspired by Bhramari Pranayama ("humming bee breathing"), with the device enabling humming during both phases of the breath. The company states the product is built on respiratory research from AUT and is listed as a Class I device with the FDA and TGA.

Go-to-market

The company entered the consumer nasal congestion market first to generate revenue and validate the technology, rather than pursuing a regulated medical device path initially. Distribution combines direct e-commerce with New Zealand pharmacy chains Life Pharmacy and Unichem. Marketing leans on customer testimonials, video case studies, television coverage (Seven Sharp), press coverage and educational content about nasal breathing. Management has said there is distributor interest and that it is pursuing international expansion.

Consumers experiencing nasal congestion, including sufferers of blocked nose, sinusitis, rhinitis, rhinosinusitis, hay fever and allergies, colds and flu, and chronic congestion; also people interested in improved nasal breathing habits, sleep quality and relaxation.

Geography

Based in New Zealand, with the technology originating at Auckland University of Technology. Products are designed in New Zealand, sold and shipped across New Zealand and Australia, and stocked in Life Pharmacy and Unichem stores in New Zealand. The company has stated intentions to expand into Australia and Northern Hemisphere markets.

History

The underlying technology came out of research by Dr David White at Auckland University of Technology, including earlier work on a CPAP device for obstructive sleep apnea. AUT Ventures led commercialisation of the project, then called Kazoo-NO, securing PreSeed Accelerator Funding to further develop the device, run consumer validation trials and conduct patient studies on efficacy and ease of use. The technology was licensed by AUT Ventures to My Better Breathing, trading as Goodair, which raised $1.75 million to establish the company, build a team, develop the product and prepare for launch, growing to seven staff and targeting a market launch in early 2025. The first shipment sold out within two days, after which further stock was ordered.

Risks & controversies

Efficacy and wellbeing claims (cilia stimulation, nitric oxide augmentation, sleep, stress and mood benefits) are made by the company and its founder; the device is described as an FDA- and TGA-listed Class I device, a listing category that does not represent efficacy approval. Management has also noted the shift away from the founder's originally intended regulated medical device path toward a consumer wellness market.