"I'm certainly impressed": When Shark Tank's Kevin O'Leary rejected Kisstixx after being made to kiss Barbara Corcoran 

Shark Tank has seen its fair share of wild product demos, but few were as awkwardly unforgettable as the Season 5 pitch from lip balm brand Kisstixx, which left even the seasoned Sharks squirming.

"I'm certainly impressed with what you've done. Now, I didn't turn to stone when I kissed Barbara, but, what's interesting is that the two people that kissed, aren't doing the deals. So, I don't know what that says, but I'm out," remarked Kevin O'Leary after testing the product firsthand.

The moment created one of the show's most awkward yet entertaining segments, as Barbara Corcoran literally couldn't bear to watch—closing her eyes during the demonstration kiss with her fellow Shark.

The popular reality program Shark Tank features entrepreneurs pitching business ideas to wealthy investors (Sharks), who decide whether to fund their ventures. The Kisstixx presentation took an unconventional turn when founders Dallas Robinson and Mike Buonomo insisted their dual-flavored lip balms needed a live demonstration.

Their pitch centered on how two different flavors combine during a kiss to create a unique sensory experience, leaving the Sharks to figure out who would test this claim in front of millions of viewers.

What happened during Kisstixx’s Shark Tank pitch?

Kisstixx arrived seeking $200,000 for 20% equity in their company that specialized in lip balms designed to be used by couples. Their flagship product, aptly named "Fire and Ice," promised a "chemical reaction" when two people wearing different flavors kissed. The entrepreneurs explained that the combination created "a fun tingling sensation" unlike anything else on the market.

The founders strategically assigned flavors to their potential investors.

"Since you're already hot enough," they told Corcoran while handing her the cooling "Ice" flavor.

O'Leary received the spicy "Fire" variant, setting up the demonstration that would soon have the studio audience buzzing.

What separated this pitch from countless others wasn't just the product, but the founders' insistence on a live demonstration between two multimillionaire investors who typically remain safely behind their desks evaluating business models—not testing cosmetics on each other.

The atmosphere in the tank quickly shifted from business-focused to playground-like as fellow Sharks Mark Cuban, Daymond John, and Robert Herjavec began chanting, "Kiss, kiss, kiss!" The typically composed Corcoran appeared visibly uncomfortable with the prospect of locking lips with O'Leary.

"Listen, Barbara, if I turn into stone I'm gonna be pretty unhappy. Okay, come on, let's try it. I can feel the fire," O'Leary joked, displaying rare playfulness from the normally stern investor known as "Mr. Wonderful."

The moment of truth arrived with Corcoran so unsettled that she covered her eyes with her hands before leaning in for the demonstration. The studio erupted in laughter as the two business moguls shared an awkward peck to test whether the product lived up to its claims.

Despite participating in what surely ranks among Shark Tank's most uncomfortable product tests, neither kissing participant was impressed enough to invest. Corcoran quickly declared herself "out," specifically citing the kiss with O'Leary as her reason, adding humor to her rejection.

O'Leary followed with his thoughtful but ultimately negative assessment, noting the irony that the two Sharks who actually tested the product were both declining to invest. His quick wit turned a potentially awkward moment into entertaining television while still delivering a legitimate business decision.

The remaining Sharks seemed equally unpersuaded. Daymond John and Robert Herjavec also passed on the opportunity, leaving the entrepreneurs facing a complete shutout after their bold demonstration strategy.

Just when it appeared the Kisstixx founders would leave empty-handed after their dramatic presentation, Mark Cuban, who had watched the kiss from a safe distance, made an unexpected offer.

Cuban proposed $200,000 for double the equity (40%) that the founders initially offered. Without other options, Robinson and Buonomo accepted the deal, salvaging their appearance despite the uncomfortable demonstration that failed to win over the other Sharks.

This outcome demonstrated a crucial Shark Tank lesson: entertaining presentations don't necessarily translate to multiple competing offers. Cuban's investment came at a steep price for the entrepreneurs, who surrendered twice the equity they had planned to give up.

Beyond the kiss

The Kisstixx incident highlights how Shark Tank often blurs the line between business evaluation and entertainment. While product demonstrations are common on the show, this particular presentation pushed boundaries by forcing investor participation in an unusually personal way.

For Corcoran, the episode reinforced her reputation as a good sport willing to engage with entrepreneurs' pitches, yet firmly pragmatic when making investment decisions. Her willingness to participate in the demonstration but her unwillingness to invest exemplifies the separation between entertainment value and business potential.

O'Leary similarly demonstrated why he's remained a Shark Tank mainstay—able to participate in the show's lighthearted moments while maintaining his analytical approach to investments. His quote about being "impressed" but still declining speaks to his character as an investor who appreciates creativity but demands solid business fundamentals.

The Kisstixx pitch remains among the show's most memorable moments, demonstrating how Shark Tank continues to educate viewers about business principles while occasionally delivering cringe-worthy entertainment that keeps audiences coming back for more.

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You can watch Shark Tank in the U.S. on ABC and Hulu.