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A spinoff of Shark, known for vacuums and other home technology, Shark Beauty debuted hair tools in 2021 and has since expanded its product assortment at a steady clip. Now, it’s entering the skin-care category via the Shark CryoGlow mask. The device combines LED and deep-penetrating infrared light with a unique under-eye cooling treatment.
According to Danielle Lessing, svp of global product development at parent company SharkNinja, the CryoGlow mask was in development for about 18 months. It launched in Mexico and the U.K. in October while awaiting FDA clearance. Of the decision to enter the skin-care space, Lessing said Shark is always guided by its consumers, who it is in constant communication with via consumer surveys, in-home interviews and social listening. “We’re always looking for the next consumer problem to solve, and we let the consumer guide the innovation and the technological needs that our product developers and global engineers focus on.”
Shark Beauty wanted to take an “inclusive” approach to a skin-care product, Lessing said. “We realized that existing skin-care solutions were single-minded and narrow in what they did — they were gender-exclusive or age-exclusive. But [with this mask, we’re] solving for firming and tightening, as well as for acne clearing.”
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