This Founder is Making Sure You Never Walk Alone

I caught up with one of my extraordinary friends, Sarah Haspel, a fierce second-degree black belt and an inductee into the 2022 United States Martial Arts Hall of Fame class. She now adds another impressive title to her resume: Founder and CEO of Bestie Defense - an innovative personal safety device designed with sophistication in mind. In honor of her company launch, I spoke with Sarah about the brand’s story and how she turned a moment of fear into fierceness and transformed personal protection into an empowerment movement.

Sarah, what inspired you to start Bestie Defense, and how did your experiences in martial arts/self-defense training shape the brand’s mission?

Bestie was born out of a moment where I didn’t feel safe—and I had to act fast. I was walking from my car to meet a friend at a restaurant when an unstable man aggressively approached me. I did everything most self-defense courses teach—set verbal boundaries, tried to de-escalate—but he kept coming, and I genuinely feared for my safety.

I’ve been training in martial arts for decades, so I feel capable of defending myself. But situations can quickly escalate, and at that moment, I just wanted to avoid confrontation and maintain my own personal safety.

Self-defense isn’t just about fighting hard—it’s about being aware, thinking smart, and being prepared to physically protect yourself if absolutely necessary. I created Bestie to give you an intuitive, powerful safety tool designed for anyone who appreciates good aesthetics. It’s something you’ll want to carry, not just because it works, but because it fits your life and doesn't beg for an apology.

Your pepper spray is designed with style and safety in mind—how did you balance aesthetics with functionality in the design process?

I gave Norm Tolentino, our Chief Engineer, one hell of a challenge—and to his credit, he delivered. I REFUSED to compromise on aesthetics. I knew exactly what I wanted the product to look like and what problems it needed it to solve, so we worked backwards from that vision.

Norm’s an engineering genius—his work is literally orbiting Mars—and together, we found creative solutions to work with very specific parameters around the vision. Bestie is made from aluminum, ergonomically designed, and every element—from the safety to the trigger to the striking component—was tested and refined until it felt intuitive to use.

We built it with the purpose of combining beauty with performance. It doesn’t just look good—it works under pressure.

What challenges, if any, have you faced as a female founder in the personal safety industry, and how have you overcome them?

Honestly, I think being a woman in this space has been my superpower. People are usually surprised when they realize I’m the founder of a patented, revolutionary self-defense product, but once we start talking, that surprise turns into genuine respect.

I’ve found that most men—especially once they understand the thought, engineering, and intention behind Bestie are incredibly supportive. They want the women in their lives to be safe, and they recognize that this product solves a glaring problem.

Yes, the category has historically been male-dominated, and many products reflect that. But I saw that as an opportunity. Bestie wasn’t designed to compete with what already exists—it was designed to reimagine what personal safety could look and feel like. I think that’s exactly why it’s resonating.

Bestie Defense is more than a product line—it’s a movement. How do you hope to empower your customers beyond just physical protection?

Our mission is to educate, prepare, and empower—and that goes way beyond selling a safety device. We’re creating a culture where individuals feel supported, seen, and strong enough to handle whatever comes their way.

I see Bestie as a lifestyle. Sure, we launched with a product—but the bigger vision is to be your “Bestie” for all things self-defense, and that doesn’t just mean pepper spray. We're expanding into categories that people might not traditionally associate with self-defense, but that absolutely impact how safe, confident, and in control you feel moving through the world. Real empowerment isn’t just about reacting to danger—it’s about feeling ready for anything.

Can you walk us through the research or testing process behind your self-defense tools?

We took nothing for granted. From day one, we knew this had to hold up under real pressure—because when someone reaches for Bestie, it’s likely the worst moment of their life.

We partnered with the former CEO of Mace, John McCann, who ensures every formula is top-tier and third-party tested. We also worked closely with law enforcement—including a deputy who’s used, deployed, and been sprayed with pepper spray in real-world situations—to make sure our design was both effective and intuitive.

We put the device through rigorous stress testing—striking it against a variety of surfaces, simulating worst-case scenarios, and making sure it held up. Then we tested it with a wide range of adults across ages, hand sizes, and physical abilities. That included both right- and left-handed users (one of the most popular mechanisms on the market is challenging for lefties), and adults with arthritis or carpal tunnel who found other sprays difficult to operate. Bestie was ambidextrous & intuitive to deploy. No complicated motions are required, and with our practice spray, you can build muscle memory before you ever need to use the real thing.

What can we expect from future launches from Bestie?

One of the things that makes Bestie so unique is that it’s modular. The striking device at the bottom can be removed, which opens the door for an entire line of interchangeable accessories. Be on the lookout- we have a lot of cool things in the works.

We’re also the first to launch a pepper spray subscription service. Most people don’t realize that pepper spray expires—or that it can become ineffective if it’s been stored in extreme temperatures. Our subscription ensures your spray is always fresh and functional, so you’re never unknowingly relying on something that won’t perform when it matters. This is just the beginning for us. Bestie was designed to evolve with your life—and we’re building out the ecosystem to support that.

What advice would you give to other women who want to launch purpose-driven businesses in male-dominated spaces?

Don’t wait for permission. If your perspective is missing from the market, that’s not a weakness—it’s your opening. You don’t need to be the loudest voice in the room; you just need to be clear, intentional, and follow through.Surround yourself with people who share your vision and values—people who get it without you needing to explain yourself over and over or convince them of your concept. You don't need to be tough to be respected. Know what you're talking about and own your space. Don’t be afraid to work with men—just make sure they respect you. Some of my strongest collaborators have been men who believed in the mission and gave me the space to lead. Being underestimated can actually be your greatest asset. If I had listened to those who told me Bestie wasn't possible, I would’ve ended up with a subpar product I never would have brought to market.

And most importantly...things won't always be easy. Persevere with passion

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