Skincare
Shark Beauty Taps Claudia Sulewski for Celestial Skies Collection
Shark Beauty pairs with Claudia Sulewski on the Celestial Skies Collection, four limited-edition devices in midnight blue and gold, hitting sharkninja.com and Sephora starting Saturday.
Shark Beauty has signed influencer and Cyklar founder Claudia Sulewski to front its new limited-edition line, the Celestial Skies Collection — four bestselling devices restyled in midnight blue and gold with constellation maps on the front.
The edit includes the CryoGlow LED Face Mask at $349.99, the DePuffi at $199.99, the Glam Ceramic and Powerful Air Styling and Drying System at $399.99, and the SilkiPro Straight at $249.99. The collection goes on sale online at sharkninja.com and sephora.com starting Saturday, followed by an in-store rollout at Sephora on Oct. 1.
Laura Dyer, senior vice president of global entertainment and culture strategy at Shark Beauty, said the design was built to give consumers an elevated experience. She called Sulewski a "natural" choice of partner because the 30-year-old is already an avid user of the brand's devices and a seasoned brand builder in her own right.
"She brings the same eye for intentional beauty to her own brand that we wanted Celestial Skies to embody, making her the perfect voice to introduce it to her audience," Dyer said.
Sulewski names the Shark DePuffi as her "first love." The device combines instant temperature contrast therapy with the benefits of an ice roller, heating pad and gua sha in one portable format. "It instantly makes me feel like I'm at a spa or like I'm getting a treatment at home," she told WWD via Zoom call.
Her attachment to the brand runs through her at-home beauty habits. "I'm always trying to find ways to do things at home and be scrappy, and I've found with every Shark Beauty tool and device, it makes me feel like I am in control, and I can bring myself to that luxurious, peaceful place with my own beauty routines," she said.
She traced the impulse back to the pandemic. "I was that girl in COVID that was teaching myself how to do gel nails because I was like, 'I'll never go to the nail salon. Let's just learn how to do it ourselves.' So I think it's like that feeling of empowerment that like you can bring the spa or the salon to your home," Sulewski said.
What drew her to the partnership now, she explained, is Shark Beauty's commitment to bringing high-performing products to market in a digestible way. In an industry crowded with devices that overpromise and underdeliver, she argued, the brand stands out.
"I am the first person to search on TikTok and be like, 'How to use blank products?' At this point now with the internet at our disposal, you just got to watch someone on TikTok using it one time, and you're like, 'OK, got it. That's how we use it.' Yes, these products look beautiful and they're elevated, but they're also very easy to use and very standard," she said.
The Sulewski collaboration follows another major launch for the SharkNinja-owned brand. Earlier in September, Shark Beauty released its first LED system for the face and body, the CryoGlow Clinic, designed to target eight aging zones: crow's-feet, frown lines, forehead lines, smile lines, lines around the lips, the neck, chest and hands.
"This launch was developed with our engineers in partnership with dermatologists and skin scientists, and it's the most technically advanced skin product we've released, so it's very much a signal of the ambition we have for the brand," Meg Barr, senior marketing director, skin care at Shark Beauty, told WWD at the time of that launch.
Two device launches in one month, paired with an influencer partnership built on an existing customer relationship, signal that Shark Beauty intends to compete on both technical credibility and cultural reach in the crowded beauty-device market.
Source: WWD
Amara Osei
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Staff writer covering media and advertising at Eurasian Beauty Journal.
