Shark Beauty is expanding its retail presence with a partnership with Sephora U.S. The Shark FlexStyle Air Styling and Drying System, a hair dryer and versatile multi-styler, is available on Sephora.com beginning April 4, 2023.
Since launching in the fall of 2022, the Shark FlexStyle has become popular on TikTok with more than 190MM views on TikTok, said the company. With the product, consumers can “flex” back and forth between a hair dryer and a multi-styling tool that is designed to dry wet hair and curl, volumize or smooth hair simultaneously.
“Shark Beauty celebrates the diverse, the eclectic, and the yet-to-be-celebrated hair because all hair types are beautiful. As we continue to grow and offer products designed by and for all hair types, or what we call For All Hairkind, Shark Beauty is thrilled to partner with Sephora, an iconic global beauty retailer committed to promoting inclusivity in the beauty industry,” said Jon Hall, global head of marketing, Shark. “We are ecstatic for the Sephora community to experience this fan-favorite product.”
Sephora will sell the Shark FlexStyle in three configurations to reflect Shark Beauty’s mission to create hair tools made for all hair types:
- Sephora Exclusive: Shark FlexStyle Air Styling & Drying System Ultimate 7-Piece Gift Set For All Hairkind, Black Colorway ($349.99) – Includes (2) 1.25″ Auto-Wrap Curlers, Oval Brush, Concentrator, Curl-Defining Diffuser, Paddle Brush and Case.
- Shark FlexStyle (HD435) Best for Curly & Coily Hair, Stone Colorway ($299.99) – Includes (2) 1.25″ Auto-Wrap Curlers, Oval Brush, Concentrator and Curl-Defining Diffuser.
- Shark FlexStyle (HD430) Best for Straight & Wavy Hair, Stone Colorway ($299.99) – Includes (2) 1.25″ Auto-Wrap Curlers, Oval Brush, Concentrator and Paddle Brush.
- Additional accessories available for individual purchase include the Paddle Brush ($29.99), Wide-Tooth Comb ($29.99) and Curl-Defining Diffuser ($29.99).
“Sephora is thrilled to partner with Shark Beauty and introduce its innovative styling tools to our clients,” said Jennifer Lucchese, vice president, merchandising, haircare at Sephora. “With a focus on premium performance that doesn’t compromise hair health, Shark Beauty offers powerful tools that support and celebrate all hair types. We look forward to welcoming this brand into our Sephora community and know it will be a great addition to our haircare assortment.”
The Shark FlexStyle will be available at Sephora in time for the store’s Beauty Insider Spring Savings event that kicks off on April 14.
