Shark Beauty is set to make waves in the beauty tech market of Australia and New Zealand with the highly anticipated launch of its Shark CryoGlow Under-Eye Cooling + LED Mask this coming March. The device, already a success in global markets, represents the brand's expansion into the increasingly popular at-home skincare device category.
Known for delivering innovative, salon-quality tools for at-home use, Shark Beauty has already captured consumer attention in the region with its Shark FlexStyle Air Styling & Drying System, which launched in Australia to a waitlist of 12,500 people. Now, the brand is generating similar excitement for CryoGlow, opening its waitlist in Australia and New Zealand ahead of the product's launch.
A Global Success Story
The Shark CryoGlow Under-Eye Cooling + LED Mask has already achieved remarkable success internationally. According to Circana data, it is currently ranked as the #1 skincare facial device in the US. Additionally, the device has earned a loyal global following, with notable fans such as Alix Earle, Sofia Richie Grainge, and Molly-Mae Hague. Its reputation is further bolstered by industry accolades, including being named in TIME’s 2025 Best Inventions (Beauty category), Cosmopolitan Holy Grail Beauty Awards 2025 (Best LED Face Mask), Harper’s Bazaar Skincare Awards 2025 (Best Skincare Tools), and the GQ Tech Awards 2025 (Best LED Face Mask).
CryoGlow’s introduction to Australia and New Zealand is expected to make a significant impact in the premium beauty tech space, capitalizing on the growing demand for innovative devices that offer clinical substantiation and multi-functional benefits.
A High-Tech Skincare Solution
Developed in collaboration with dermatologists, the Shark CryoGlow mask combines cutting-edge technology with proven results. It utilizes infrared LED light to penetrate the dermis layer, which helps stimulate collagen production, reduce fine lines, and support skin rejuvenation. Additionally, it is the first LED mask to feature targeted under-eye cooling, a feature designed to visibly tighten and refresh the under-eye area.
The mask offers four dermatologist-developed treatment modes:
- Better Ageing Treatment
- Skin Clearing Treatment
- Under-Eye Treatment
- Skin Sustain Treatment
Clinical testing has demonstrated the device’s effectiveness, with results including visible improvements in skin firmness and fine lines within eight weeks, acne reduction and improved skin clarity within four weeks, and a noticeable tightening effect under the eyes after just one use.
Momentum in the Beauty Tech Market
CryoGlow’s arrival in Australia and New Zealand highlights the growing momentum of the beauty tech category. Retailers increasingly view premium at-home devices as high-value growth drivers rather than novelties. Consumers in these markets are becoming more educated and are seeking products that combine convenience with clinical-level results.
The under-eye skincare category, in particular, has emerged as a high-growth area. Factors such as increased screen time, fatigue-related concerns, and preventative anti-aging behaviors are driving demand for targeted, zone-specific solutions over one-size-fits-all products. Devices like CryoGlow are positioned to meet these needs while offering the added reassurance of clinical testing and regulatory compliance, including inclusion on the Australian Register of Therapeutic Goods (ARTG).
Looking Ahead
As Shark Beauty prepares for the March launch of its CryoGlow mask, the response from consumers and retailers alike suggests a strong appetite for innovative, multi-functional skincare devices in Australia and New Zealand. With its proven international success and dermatologist-backed technology, CryoGlow is poised to become a standout offering in the growing at-home beauty tech market.
