SharkNinja is keeping momentum high for its beauty business.

The company is introducing a new air straightener called SilkiPro Straight, which focuses on both wet and dry styling and uses the brand’s Intelligent Ceramic Heat and RapidDry technologies. It comes with three interchangeable combs and will debut Tuesday on Amazon and the brand’s own website for $249.99.

For Michelle Crossan-Matos, the company’s chief marketing officer, the product was born out of consumer insights. “Over a year ago we weren’t even in skin care, and now we’re the number-one skin device brand,” she said. “That’s because we understand what the consumer is really after. You scan all the comments, see what consumers are saying the pain points are.”

Crossan-Matos said that Shark had first started working on the product in 2024. “We find problems that people can’t solve, we bring our engineers in, and that’s what we do,” she said, noting that it took 10 prototypes to land on the final. “The 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.”

That approach is resonating with consumers. Per the company’s most recent financial results, beauty and home sales grew 63.2 percent to $326 million during the fourth quarter of 2025.

The launch strategy will follow the brand’s other beauty launches. “We launch [direct-to-consumer] and on Amazon. We create a buzz,” Crossan-Matos said. “Then, on social media, there’s 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’re going to launch with other retailers.”

The 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. “Our strategy for winning in beauty is about listening to the pain points and saying, ‘we have a solution.’ People can’t afford to go to beauticians and spend all that money,” Crossan-Matos said. “Beauty is about more than what’s on the skin, it’s about how we make you feel, and they all ladder up to that overall wellness.”

The 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. “Then you have the air that infuses the cuticle,” Crossan-Matos explained. “Consumers get a pro style without an hour-long investment,” she said.