Shark Beauty celebrates “all hairkind” with styling system launch

25 Aug 2022 --- Shark Beauty is celebrating hair diversity through the company’s first global brand campaign, “for all hairkind.” As part of the campaign, the company launched Shark FlexStyle Air Styling & Drying System, which has been tested with diverse hair stylists, consumers and influencers and was created for all hair types and skill sets.

An estimated 65% percent of the U.S. population has curly, coily or wavy hair, but the hair stylers currently available don’t offer what this majority needs, according to the company. In an attempt to fill this market gap, Shark FlexStyle was developed.

The campaign will spotlight all hair types and the “unique stories they tell” to help consumers embrace their hair – regardless of length, color, thickness or texture – and explore styling possibilities without compromising hair health.

Shark Beauty is introducing the Shark Beauty Collective with diverse celebrity stylists who have significant influence in the hair space: Glen Coco, Ursula Stephen and Dafne Evangelista.

“Shark FlexStyle is truly a game-changer for all textures, types and lengths of hair,” says celebrity hairstylist Glen Coco.

The stylists within the Shark Beauty Collective will weigh in on future product development to ensure Shark Beauty continues to deliver products that work for all hair types.

The new Shark FlexStyle Air Styling & Drying System is “For All Hairkind,” regardless of hair type or skill set.Curly and proud
Shark FlexStyle transforms between a powerful, fast hair dryer and an ultra-versatile multi-styler with just a twist. The product is lightweight and powerful, reportedly making it easy to use for styling.

Product attachments across different configurations include 1.25 inch auto-wrap curlers, styling concentrator, oval brush, paddle brush and curl-defining diffuser. A wide tooth comb attachment for curly and coily hair types will be available later this year.

Shark Beauty is investing in partners at NBCUniversal, including Telemundo, promoting a more substantial representation of all hair types in the media.

Hair diversity and inclusion
Earlier this month, beauty-tech brand Prose launched a campaign, “curl outside the lines,” starring their brand ambassador, Lauren Ridloff, to destigmatize curly hair textures. The company also launched Custom Styling Gel, specifically targeting curly hair.

The Prose custom styling gel is free from alcohol and parabens and mostly made up of natural ingredients, including aloe vera, okra and sea moss. The company explains that the product is formulated to “ensure hold, longevity and versatility of style and prevent frizz while defining curls.”

Actor and activist, Ridloff is a curl advocate and says she feels most comfortable with her natural hair and the freedom to play with it. “It isn’t wild or crazy or difficult – my hair is natural and to be natural is revolutionary.”

Edited By Radhika Sikaria

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