\n\tSharkNinja is keeping momentum high for its beauty business.<\/p>\n
\n\tThe company is introducing a new air straightener called SilkiPro Straight, which focuses on both wet and dry styling and uses the brand\u2019s Intelligent Ceramic Heat and RapidDry technologies. It comes with three interchangeable combs and will debut Tuesday on Amazon<\/a> and the brand\u2019s own website for $249.99.<\/p>\n \n\tFor Michelle Crossan-Matos, the company\u2019s chief marketing officer, the product was born out of consumer insights. \u201cOver a year ago we weren\u2019t even in skin care, and now we\u2019re the number-one skin device brand,\u201d she said. \u201cThat\u2019s because we understand what the consumer is really after. You scan all the comments, see what consumers are saying the pain points are.\u201d<\/p>\n \n\tCrossan-Matos said that Shark had first started working on the product in 2024. \u201cWe find problems that people can\u2019t solve, we bring our engineers in, and that\u2019s what we do,\u201d she said, noting that it took 10 prototypes to land on the final. \u201cThe way we design the products, we know where all the buttons go and all of that because we do such extensive consumer testing. We literally took this to over 750 people in their homes, and they used it and we recorded.\u201d<\/p>\n \n\tThat approach is resonating with consumers. Per the company\u2019s most recent financial results, beauty and home sales grew 63.2 percent to $326 million during the fourth quarter of 2025.<\/p>\n \n\tThe launch<\/a> strategy will follow the brand\u2019s other beauty launches. \u201cWe launch<\/a> [direct-to-consumer] and on Amazon<\/a>. We create a buzz,\u201d Crossan-Matos said. \u201cThen, on social media, there\u2019s influencers creating content around having the first-ever straightener that is a rapid dryer. It can cut your drying time in half. Then a couple of months later, we\u2019re going to launch with other retailers.\u201d<\/p>\n \n\tThe brand is meant to exist at the nexus of consumer pain points and accessibility. Crossan-Matos pointed to its most recent facial device as another example of that philosophy. \u201cOur strategy for winning in beauty is about listening to the pain points and saying, \u2018we have a solution.\u2019 People can\u2019t afford to go to beauticians and spend all that money,\u201d Crossan-Matos said. \u201cBeauty is about more than what\u2019s on the skin, it\u2019s about how we make you feel, and they all ladder up to that overall wellness.\u201d<\/p>\n \n\tThe plates themselves can detect hair and strand thickness and adjust their temperatures accordingly, and the combs are designed to keep just enough tension on the hair to keep it straight. \u201cThen you have the air that infuses the cuticle,\u201d Crossan-Matos explained. \u201cConsumers get a pro style without an hour-long investment,\u201d she said.<\/p>\n","protected":false},"excerpt":{"rendered":"SharkNinja is keeping momentum high for its beauty business. The company is introducing a new air straightener called…\n","protected":false},"author":2,"featured_media":295204,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[1457,5553,149630,85,46,13295,125],"class_list":["post-295203","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-amazon","tag-hair-care","tag-hairstyling","tag-il","tag-israel","tag-launch","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/295203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=295203"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/295203\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/295204"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=295203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=295203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=295203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}