Exclusive: Shark Beauty Ventures into Skin Care with New LED Mask

Shark Beauty, a spinoff known for home tech, has expanded into the skincare market with the Shark CryoGlow mask. This device combines LED and infrared light with a unique cooling treatment. It was developed over 18 months and first launched in Mexico and the U.K., pending FDA clearance.

Danielle Lessing, SVP of global product development at SharkNinja, emphasized that consumer needs drive product innovation. The CryoGlow mask aims to be inclusive, addressing various concerns like firming, tightening, and acne clearing. It features cryo-inspired InstaChill technology to deliver immediate visible results.

In clinical studies, the mask showed improvements in acne, skin smoothness, radiance, firmness, and a reduction in redness. Launching soon on their e-commerce site, the mask will also be available in major retailers like Sephora and Ulta by March, priced competitively at $349.

Shark Beauty plans innovative marketing strategies, including Reddit AMAs, to educate consumers about LED technology. They aim to broaden their reach beyond traditional skincare demographics. LED therapy is praised for its noninvasive benefits, including stimulating collagen, reducing inflammation, and targeting acne.