EXCLUSIVE: Shark Beauty and Claudia Sulewski Team Up to Launch Limited-edition Product Line
The device brand tapped the trendsetter and beauty founder to front the limited-edition collection, featuring a midnight blue and gold colorway.
Call it a collaboration written in the stars.
Shark Beauty has tapped influencer, trendsetter and Cyklar founder Claudia Sulewski to bring its new limited-edition product edit to life. Named the Celestial Skies Collection, the line comprises four of the brand’s bestselling innovations decorated in a midnight blue and gold colorway with constellation maps across the front. The devices include the CryoGlow LED Face Mask, $349.99; the DePuffi, $199.99; the Glam Ceramic and Powerful Air Styling and Drying System, $399.99, and the SilkiPro Straight, $249.99.
According to Laura Dyer, senior vice president of global entertainment and culture strategy, the design was crafted with the intention of offering consumers an elevated experience. Sulewski, she continued, was a “natural” choice of partner, considering she’s already an avid consumer and seasoned brand builder. “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.”
The 30-year-old considers the Shark DePuffi her “first love.” Designed with instant temperature contrast therapy, the device marries the benefits of an ice roller, heating pad and gua sha in one portable, easy-to-use innovation. “It instantly makes me feel like I’m at a spa or like I’m getting a treatment at home,” Sulewski told WWD via Zoom call.
“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 continued. “As someone who’s sometimes hesitant to try a new aesthetician or even booking an appointment these days. Like I can’t. 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.”
As for what drew her to this partnership now, Sulewski called out Shark Beauty’s commitment to bringing high-performing products to market in a digestible way. In an industry inundated with innovations that over promise and under deliver, it can be difficult to determine which are worth the money. Shark Beauty, Sulewski believes, 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.
Available online at sharkninja.com and sephora.com starting Saturday and in-store at Sephora on Oct. 1, this collaboration comes hot on the heels of the SharkNinja-owned brand‘s first LED system for the face and body. Released earlier in September, the treatment, named CryoGlow Clinic, is designed to target eight aging zones: crow’s-feet, frown lines, forehead lines, smiles 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 launch.
Originally published by wwd.com. Syndicated material does not necessarily reflect the views of Cosmopolitan Canada.
