Shark Beauty

Shark Beauty is the hair-tools and beauty-device line of SharkNinja, Inc., the US appliance maker best known for its Shark vacuums and Ninja kitchen products. Headquartered in Needham, Massachusetts, the parent company was founded in 1994 as Euro-Pro Operating LLC by Mark Rosenzweig and renamed SharkNinja in 2015 [4]. The beauty range is a recent extension of that business: SharkNinja applied its expertise in airflow and motor engineering to hair styling, entering the category in 2022.

The brand is an active sub-line of a publicly traded company; SharkNinja trades on the New York Stock Exchange under the ticker SN [4]. Its debut styling tool, the FlexStyle, went viral on TikTok soon after launch and has since drawn mainstream editorial coverage, positioning Shark Beauty as an accessible alternative to higher-priced competitors in the powered-styling market.

Shark Beauty grew out of SharkNinja rather than starting as an independent cosmetics company. The parent business began in 1994 when Mark Rosenzweig, based in Montreal, developed steam cleaners and upright vacuums under Euro-Pro Operating LLC. The Shark brand itself launched in 2007 with vacuum technology the company marketed as "No-Loss-of-Suction," and headquarters had moved to Needham, Massachusetts, by 2003.

Trade coverage has drawn a direct parallel between Shark Beauty's approach and that of Dyson, noting that "similar to Dyson, the brand applied its technological innovations in airflow to hair styling tools in recent years" [5]. Both companies are appliance manufacturers that carried motor and airflow engineering into the beauty aisle, and Shark Beauty's tools are consistently framed against the Dyson Airwrap in product reviews.

The line spans hair tools and skincare devices. Its signature products include the FlexStyle, a multi-styler with interchangeable attachments; the SmoothStyle, a heated comb and blow-dry-brush hybrid; and the SpeedStyle, a dryer with a smaller set of attachments. A wet-and-dry tool called the FlexFusion followed in 2024, and on the skincare side the range includes the CryoGlow LED Face Mask.

The products are built around airflow rather than high heat. According to WWD, each tool "harnesses airflow versus extreme heat to achieve stunning strands," and the company says its styling uses low heat regulated a thousand times per second to limit damage [5]. SharkNinja markets related technologies including SilkiPro "adaptive airflow," which it describes as delivering "no heat damage" and 24-hour frizz reduction, and CryoGlow's red, blue and infrared LED modes. The company holds more than 5,500 patents across its full portfolio [1], though these are not specific to the beauty line.

On price, the tools are positioned as accessible rather than premium. WWD reported that Shark's hair tools "range from just $99 to $399, max," framing the brand as accessible luxury against pricier rivals [5]. SharkNinja sells through more than 180 retailers worldwide.

The parent company reached several turning points before the beauty line existed: the Shark brand launched in 2007, and Euro-Pro Operating LLC was renamed SharkNinja in 2015. The beauty range then developed quickly across a few years.

The FlexStyle, the first Shark Beauty styling tool, launched in 2022; sources agree on the year but differ on the month, with WWD dating it to August 2022 [5] and a Who What Wear listing recording September 2022 [7]. The SmoothStyle and SpeedStyle followed in August 2023, and the FlexFusion arrived in 2024. In the same period, on 31 July 2023, SharkNinja completed its separation from JS Global and became an independent public company listed on the NYSE [4].

Shark Beauty is owned by SharkNinja, Inc., which presents it alongside its Ninja Kitchen, Shark Home and Ninja Outdoor divisions. The company's corporate structure changed over the past decade: in 2017, CDH Private Equity acquired a stake and the business was structured as a subsidiary of JS Global [4]. That arrangement ended on 31 July 2023, when SharkNinja completed its separation from JS Global and began trading independently on the New York Stock Exchange.

SharkNinja frames its purpose around high-performance engineering, describing itself as working "in pursuit of extreme consumer delight and unwavering trust" and aiming to build technology that solves existing problems and, in its words, products that "raise eyebrows and the quality of life" [1]. The company lists four core pillars: speed, performance, quality and value. For the beauty line, that positioning translates into tools that emphasise styling performance while using airflow to reduce heat exposure, aimed at consumers who want salon-style blowouts at home without the price of premium alternatives.

The FlexStyle earned a place on WWD's list of the Greatest Hair Care Products of All Time in February 2025, chosen by nearly 700 beauty insiders [5]. Editorial reviews have been favourable: a Who What Wear beauty editor called the tool "easy to use and non-damaging" and concluded that it "lives up to the hype," judging it comparable to the Dyson Airwrap [6]. The FlexStyle's commercial traction has also drawn attention, with WWD reporting that it began trending on TikTok almost immediately after its 2022 launch, gathering hundreds of millions of views, and that one tool reportedly sells every minute [5].

Shark Beauty is active. It is an operating sub-brand of SharkNinja, which continued to introduce new beauty products through 2024 and received editorial recognition into 2025 and 2026. The parent company reported net sales of roughly 6.4 billion US dollars and operates across dozens of markets worldwide [4].