SharkNinja expands into beauty market
Floorcare tech brand SharkNinja is to move into the beauty sector by launching a range of hairdryers and stylers.
The new STYLE iQ hair dryer and collection of intelligent stylers will come to the market in October 2021. Although a diversification from its existing product range, the company said it has made good use of SharkNinja’s existing expertise in airflow technology.
Matt Broadway, European president of SharkNinja, said: “Our innovative airflow technology has been instrumental to us becoming a market leader in the floorcare space, so it made perfect sense for us to explore how we could bring this expertise to other sectors too.”
The hair dryer will be launched alongside three stylers which will include a diffuser, 2-in-1 concentrator and a style brush attachment, each of which will automatically adjust the heat and airflow settings of the hair dryer when attached. The three temperature settings and three airflow settings will also be able to be manually set.
The company said it expanded its customer insight programme during development of the products to enable them to be tested by hundreds of customers at home and by nearly 200 salon customers. They were also trialled by ten leading stylists and 20 influencers in the home technology space.
The range will be available to buy exclusively on the Shark website and from John Lewis.
Broadway added: “Entering the haircare space has been an exciting new challenge for our world-leading engineers, who love designing innovative new products which improve the lives of our customers. The STYLE iQ Hair Dryer really sets itself apart from haircare technology currently available on the market – delivering exceptional results at an accessible price point. We can’t wait to see the customer feedback on the launch and to continue our expansion into the beauty sector.”
