Shark Beauty is set to expand its beauty tech footprint in Australia and New Zealand this March with the launch of its globally successful Shark CryoGlow Under-Eye Cooling + LED Mask, as the at-home device category continues to gain momentum across retail.
Shark Beauty is a fast-growing beauty technology brand within the broader Shark innovation portfolio, known for translating performance-led engineering into accessible, salon-quality tools for home use. The brand has already established strong local awareness through hair tools such as the Shark FlexStyle Air Styling & Drying System, which launched in Australia to a 12,500-strong waitlist.
The brand has again opened its ANZ waitlist ahead of launch, signalling strong confidence in local demand following CryoGlow’s international performance. According to Circana data, the device currently ranks as the #1 skincare facial device in the US*, positioning the launch as a significant category entry for the local market.
CryoGlow arrives in ANZ with both commercial and critical credibility. In addition to strong sales performance overseas, the device has built a high-profile global fan base including Alix Earle, Sofia Richie Grainge and Molly-Mae Hague, while also securing major industry accolades.
International recognition includes TIME’s 2025 Best Inventions (Beauty category), Cosmopolitan Holy Grail Beauty Awards 2025 (Best LED Face Mask), Harper’s Bazaar Skincare Awards 2025 (Best Skincare Tools) and the GQ Tech Awards 2025 (Best LED Face Mask) — awards that continue to play a growing role in influencing retailer ranging decisions and consumer trust within the premium beauty tech space.
Developed in collaboration with dermatologists, the Shark CryoGlow Under-Eye Cooling + LED Mask delivers clinically tested skin-firming and acne-reducing results. The device uses infrared LED light that penetrates to the dermis layer, where it is known to help stimulate collagen, reduce the appearance of fine lines and support skin rejuvenation.
From a category perspective, CryoGlow reflects the shift away from single-function LED masks toward multi-technology devices. The device is currently the only LED mask to incorporate targeted under-eye cooling, designed to visibly tighten and refresh the under-eye area — a feature increasingly aligned with in-clinic facial protocols.
The mask includes four dermatologist-developed treatment modes:
Better Ageing Treatment
Skin Clearing Treatment
Under-Eye Treatment
Skin Sustain Treatment
Clinically tested outcomes include visible improvements in skin firmness and fine lines within eight weeks***, acne reduction and improved skin clarity within four weeks**, and a tightening effect under the eyes after one use.
Importantly for the Australian market, the device is clinically tested and included on the Australian Register of Therapeutic Goods (ARTG) — a key consideration as scrutiny around beauty device claims continues to increase.
CryoGlow’s ANZ arrival highlights broader momentum within the beauty tech category, which is increasingly viewed by retailers as a high-value growth driver rather than a novelty segment. As consumers become more educated, demand is shifting toward devices that offer clinical substantiation, multi-functional benefits and long-term skincare value.
The under-eye category, in particular, has emerged as a high-growth focus area, driven by increased screen time, fatigue concerns and early preventative ageing behaviours. Devices that deliver targeted, zone-specific results are gaining traction over one-size-fits-all solutions.
For retailers, the launch highlights continued opportunities in premium at-home devices that bridge professional treatments and daily skincare routines, supported by strong social proof, regulatory compliance and international performance benchmarks.
Australian and New Zealand consumers can now register interest via sharkclean.com.au, with retail partners, pricing and full product details to be announced ahead of sales going live in March.
*Circana, LLC, Retail Tracking Service, Skincare Facial Device/Tools, Dollar Sales, Jan-Aug 2025.
** Based on results from 12-week clinical study with 59 subjects and 1x daily use in Skin Clearing Treatment mode. Individual results may vary based on different skin types.
*** Based on results from 12-week clinical study with 60 subjects and 1x daily use in Better Ageing Treatment mode. Individual results may vary based on different skin types.
Read issue 85 of Retail Beauty below: