In some methods, the magnificence gadget client is already asking for an excessive amount of.
They need to expertise the newest and biggest beauty applied sciences — LED remedy, microcurrent, electroporation — in the privateness of their very own properties. They need them to be protected sufficient to be foolproof and highly effective sufficient to, maybe, make their pores and skin appear to be glass. Though specialists argue that some machines dwell in medical places of work for a cause, demand for at-home variations is excessive. UK’s The Beauty Tech Group, which owns Currentbody and Ziip, plans to go public this month to the tune of $400 million. South Korea’s Kim Byung-Hoon, whose APR Corporation produces the best-selling Medicube Booster Pro, turned a billionaire this summer season.
The newest innovation from Shark Beauty, a division of US equipment big SharkNinja, identified for its vacuums, is bringing one other therapy house. The Facial Pro Glow, revealed on Monday morning, seems to be like a handheld camcorder, and is supplied with various settings impressed by pores and skin remedies sometimes acquired in an aesthetician’s workplace or medspa, together with “contrast therapy” heating and cooling. But its chief perform is a two-step course of utilizing a suction nozzle to softly cleanse and exfoliate the pores and skin earlier than infusing it with a topical serum. It launches in the UK on SharkNinja’s web site from Oct. 1 earlier than rolling into the US and at retailers like Sephora, Ulta Beauty, Best Buy and Amazon. A pop-up focussed on Shark Beauty’s hair and pores and skin gadget vary at LA’s The Grove Mall is scheduled for later in the month.
Shark Beauty is the newest high-tech downside solver bringing new engineering to the magnificence aisle. Five years after its rival Dyson made an analogous maneuver, SharkNinja launched into magnificence with a hair dryer in 2021, and adopted up with its now-beloved FlexStyle multi-use styling gadget in 2022. More just lately the firm has sought to broaden its authority beneath the hairline with launches like February’s Cryoglow masks, based mostly totally on LED remedy.
Like hair instruments, LED is well-trod territory, fought over by incumbents like Omnilux and challengers like Beauty Tech Group’s Currentbody, however Facial Pro Glow, is a completely new at-home proposition. And not all current improvements have taken off: Microneedling pens, which injure the pores and skin by design, are difficult to nail — and have seen slower client adoption. Even Clarisonic’s once-ubiquitous face cleaning gadget was discontinued in 2020. (At its peak, customers have been vulnerable to misuse it.)
“Most people don’t stick to a routine anyway,” mentioned Dr. Ellen Gendler, a dermatologist and affiliate medical professor at NYU Langone. “They start to use it, and then shortly after they quit.”
Parent firm SharkNinja sees a “massive opportunity in beauty tech,” in line with chief government Mark Barrocas. The bulk of SharkNinja’s gross sales, which have been $2.7 billion in the first half of 2025, come from its cleansing equipment enterprise. And although its meals preparation instruments are its quickest rising phase, its magnificence and residential division gross sales elevated 25 p.c in the second quarter 2025, to $172 million, partly on the success of Cryoglow’s launch.
Solving Beauty’s Problems
It’s laborious to not evaluate SharkNinja with Dyson, its historic competitor in the vacuum cleaner sector, whose rivalry has spilled out to the magnificence aisle. Barrocas urged “SharkNinja Are Problem Solvers” as a attainable headline for this story, which has an analogous ring to the UK agency’s (and its eponymous founder’s) engineering philosophy that design is “just problem solving.”
Dyson’s deal with hair instruments led it to create category-defining improvements like the Supersonic hair dryer and Airwrap styler, however has additionally produced underwhelming improvements, since like 2020’s Corrale straightener. The model most just lately launched into moist styling merchandise with its Chitosan line of hair ending serums, constructed from a proprietary molecule constructed from oyster mushrooms.
Shark, in contrast, has set its sights on proudly owning head-to-neck magnificence tech with an bold plan to tackle the medspa. These clinics not solely provide beauty remedies like facials and peels however aesthetic procedures together with lasers or injectables, and they’re quickly increasing in the world’s largest magnificence market. US medspas generated some $20 billion in 2024 income, in line with the American Med Spa Association, and are projected to exceed $40 billion by 2030.
Frequent medspa guests might recognise Facial Pro Glow’s course of as just like an at-home Hydrafacial, the machine invented in 1997 that makes use of a diamond-tipped wand to exfoliate the pores and skin whereas concurrently making use of a proprietary hydrating serum. One of Hydrafacial’s advertising and marketing factors emphasises how any particles faraway from the pores and skin is seen post-treatment in a brown slurry pumped right into a glass beaker.
The Facial Pro Glow recreates this satisfaction at house with a transparent, backlit chamber that fills up as the gadget exfoliates. Packaging copy invitations customers to look at their “gunk” for suggestions on how effectively they’re cleaning their face.
“It’s really about the gunk left behind,” Shark Beauty’s chief advertising and marketing officer Kleona Mack, who joined the firm in May 2025 from Glossier. Photos and movies of “gunk tanks” taken from the testing course of will characteristic in the gadget’s advertising and marketing efforts.
Beyond the gunk, the Facial Pro Glow has a nozzle head that may be exchanged with a easy metallic attachment, its form impressed by a gua sha software, for immediately sizzling or chilly facial therapeutic massage to bookend a nozzle-powered energy wash. The gadget, which comes with 4 distinct nozzle suggestions and two made-in-Korea serums, can be utilized every day or weekly.
Part of the problem in advertising and marketing Facial Pro Glow is guaranteeing that buyers, who might buy the product on Amazon, use it appropriately. SharkNinja has invested closely in client testing, and partnered with aesthetician Sofie Pavitt on Facial Pro Glow’s how-to movies, which can be run on product show pages and on Instagram; the gadget’s may also be marketed on longer-form YouTube movies that display its approach. In an effort to achieve male customers, a key progress phase for Shark Beauty, the model may also host a male influencer-focussed masterclass.
Results May Vary
For their lofty guarantees to exchange pricier remedies or remodel pores and skin in the consolation of 1’s dwelling, at-home magnificence units — like LED masks and microcurrent wands, or multi-setting instruments that mix a number of functionalities — are sometimes diluted variations of their medspa counterparts.
“It’s like taking an Audi car and buying a version of it for your five-year-old,” mentioned Gendler. “When you’re five years old, you think you’re actually driving the car. But for anybody who believes they’re getting the impact of what is possibly an effective treatment is just ridiculous.”
Shark argues that, after proving its dominance in 37 different product classes, from air fryers to fireside pits, it’s uniquely suited to earn client belief on the magnificence aspect. And its already gotten began: The FlexStyle, seen by influencers as a dupe for the pricier Dyson Airwrap, has beat out its costlier competitor on Amazon (whereas new variations have helped hold Shark Beauty the quickest rising hair styling model in the US since 2021) and the Cryoglow rapidly earned the suggestion of magnificence editors (particularly for its undereye-cooling perform).
“The consumer is going to expect great performance, quality and value from either a Shark or Ninja product,” Barrocas mentioned. “They’re saying, ‘Hey, if Shark is going there, I’m willing to listen to what they have to say in that category.’”
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