In some ways, the beauty device consumer is already asking for too much.
They want to experience the latest and greatest cosmetic technologies — LED therapy, microcurrent, electroporation — in the privacy of their own homes. They want them to be safe enough to be foolproof and powerful enough to, perhaps, make their skin look like glass. Though experts argue that some machines live in medical offices for a reason, demand for at-home versions is high. 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, became a billionaire this summer.
The latest innovation from Shark Beauty, a division of US appliance giant SharkNinja, known for its vacuums, is bringing another treatment home. The Facial Pro Glow, revealed on Monday morning, looks like a handheld camcorder, and is equipped with a number of settings inspired by skin treatments typically received in an aesthetician’s office or medspa, including “contrast therapy” heating and cooling. But its chief function is a two-step process using a suction nozzle to gently cleanse and exfoliate the skin before infusing it with a topical serum. It launches in the UK on SharkNinja’s website from Oct. 1 before 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 skin device range at LA’s The Grove Mall is scheduled for later in the month.
Shark Beauty is the latest high-tech problem solver bringing new engineering to the beauty aisle. Five years after its rival Dyson made a similar maneuver, SharkNinja launched into beauty with a hair dryer in 2021, and followed up with its now-beloved FlexStyle multi-use styling device in 2022. More recently the company has sought to expand its authority below the hairline with launches like February’s Cryoglow mask, based primarily on LED therapy.
Like hair tools, LED is well-trod territory, fought over by incumbents like Omnilux and challengers like Beauty Tech Group’s Currentbody, but Facial Pro Glow, is an entirely new at-home proposition. And not all recent innovations have taken off: Microneedling pens, which injure the skin by design, are tricky to nail — and have seen slower consumer adoption. Even Clarisonic’s once-ubiquitous face cleansing device was discontinued in 2020. (At its peak, users were prone to misuse it.)
“Most people don’t stick to a routine anyway,” said Dr. Ellen Gendler, a dermatologist and associate clinical professor at NYU Langone. “They start to use it, and then shortly after they quit.”
Parent company SharkNinja sees a “massive opportunity in beauty tech,” according to chief executive Mark Barrocas. The bulk of SharkNinja’s sales, which were $2.7 billion in the first half of 2025, come from its cleaning appliance business. And though its food preparation tools are its fastest growing segment, its beauty and home division sales increased 25 percent in the second quarter 2025, to $172 million, in part on the success of Cryoglow’s launch.
Solving Beauty’s Problems
It’s hard to not compare SharkNinja with Dyson, its historic competitor in the vacuum cleaner sector, whose rivalry has spilled out to the beauty aisle. Barrocas suggested “SharkNinja Are Problem Solvers” as a possible headline for this story, which has a similar ring to the UK firm’s (and its eponymous founder’s) engineering philosophy that design is “just problem solving.”
Dyson’s focus on hair tools led it to create category-defining innovations like the Supersonic hair dryer and Airwrap styler, but has also produced underwhelming innovations, since like 2020’s Corrale straightener. The brand most recently launched into wet styling products with its Chitosan line of hair finishing serums, made from a proprietary molecule made from oyster mushrooms.
Shark, by contrast, has set its sights on owning head-to-neck beauty tech with an ambitious plan to take on the medspa. These clinics not only offer cosmetic treatments like facials and peels but aesthetic procedures including lasers or injectables, and they are rapidly expanding in the world’s largest beauty market. US medspas generated some $20 billion in 2024 revenue, according to the American Med Spa Association, and are projected to exceed $40 billion by 2030.
Frequent medspa visitors may recognise Facial Pro Glow’s process as similar to an at-home Hydrafacial, the machine invented in 1997 that uses a diamond-tipped wand to exfoliate the skin while simultaneously applying a proprietary hydrating serum. One of Hydrafacial’s marketing points emphasises how any debris removed from the skin is visible post-treatment in a brown slurry pumped into a glass beaker.
The Facial Pro Glow recreates this satisfaction at home with a clear, backlit chamber that fills up as the device exfoliates. Packaging copy invites users to examine their “gunk” for feedback on how well they’re cleansing their face.
“It’s really about the gunk left behind,” Shark Beauty’s chief marketing officer Kleona Mack, who joined the company in May 2025 from Glossier. Photos and videos of “gunk tanks” taken from the testing process will feature in the device’s marketing efforts.
Beyond the gunk, the Facial Pro Glow has a nozzle head that can be exchanged with a smooth metal attachment, its shape inspired by a gua sha tool, for instantly hot or cold facial massage to bookend a nozzle-powered power wash. The device, which comes with four distinct nozzle tips and two made-in-Korea serums, can be used daily or weekly.
Part of the challenge in marketing Facial Pro Glow is ensuring that shoppers, who may purchase the product on Amazon, use it correctly. SharkNinja has invested heavily in consumer testing, and partnered with aesthetician Sofie Pavitt on Facial Pro Glow’s how-to videos, which will be run on product display pages and on Instagram; the device’s will also be marketed on longer-form YouTube videos that demonstrate its technique. In an effort to reach male consumers, a key growth segment for Shark Beauty, the brand will also host a male influencer-focussed masterclass.
Results May Vary
For their lofty promises to replace pricier treatments or transform skin in the comfort of one’s dwelling, at-home beauty devices — like LED masks and microcurrent wands, or multi-setting tools that combine multiple functionalities — are often diluted versions of their medspa counterparts.
“It’s like taking an Audi car and buying a version of it for your five-year-old,” said 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 other product categories, from air fryers to fire pits, it’s uniquely suited to earn consumer trust on the beauty side. And its already gotten started: The FlexStyle, seen by influencers as a dupe for the pricier Dyson Airwrap, has beat out its more expensive competitor on Amazon (while new versions have helped keep Shark Beauty the fastest growing hair styling brand in the US since 2021) and the Cryoglow quickly earned the recommendation of beauty editors (especially for its undereye-cooling function).
“The consumer is going to expect great performance, quality and value from either a Shark or Ninja product,” Barrocas said. “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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