SYDNEY, March 1, 2025 — Get ready to chill out, skincare fans. Shark Beauty, best known for its hair styling tools, is bringing its CryoGlow Under-Eye Cooling + LED Mask to Australia and New Zealand this March, and a waitlist is now open for eager customers.
Cooling and LED Therapy: A New Approach to Under-Eye Care
The device combines the benefits of LED light therapy with a unique under-eye cooling function, promising a refreshed and rejuvenated look.
This launch signals Shark Beauty’s continued expansion into the facial skincare device market, building on its success in the United States. The company asserts it is currently the number one facial skincare device brand in the U.S., based on Circana retail tracking data for dollar sales from January to August 2025.
Building Anticipation with Waitlists
Shark Beauty has successfully employed a waitlist strategy for previous Australian product launches, notably the FlexStyle Air Styling & Drying System, which garnered 12,500 registrations. The CryoGlow mask is following a similar path, allowing interested customers to secure early access when sales begin.
Recognized by Industry Experts
The CryoGlow mask has already received accolades from several prominent publications. Shark Beauty reports the mask was recognized in TIME’s 2025 Best Inventions (Beauty) and the 2025 GQ Tech Awards for Best LED Face Mask. It has also been featured in Cosmopolitan and Harper’s Bazaar.
The brand’s marketing strategy also leverages social media buzz and celebrity endorsements, with Alix Earle, Sofia Richie Grainge, and Molly-Mae Hague among those who have showcased the product in overseas markets. This approach is designed to stand out in a competitive market filled with both high-end and affordable LED masks.
How the Technology Works
The CryoGlow mask utilizes infrared LED light, which Shark Beauty states reaches the dermis layer of the skin. This is intended to encourage collagen stimulation, diminish fine lines, and rejuvenate the skin’s overall appearance. Adding to its unique features, the mask incorporates an under-eye cooling function, designed to tighten and refresh the delicate under-eye area—a feature Shark Beauty claims sets it apart from other LED masks.
The mask offers four distinct modes: Better Ageing Treatment, Skin Clearing Treatment, Under-Eye Treatment, and Skin Sustain Treatment. Shark Beauty confirms that dermatologists were involved in the development process.
Clinical Testing and Results
Shark Beauty emphasizes that the CryoGlow mask is supported by clinical testing and is registered on the Australian Register of Therapeutic Goods. The company has shared results from clinical studies tied to specific treatment modes.
According to Shark Beauty, a 12-week clinical study involving 60 participants showed improvements in fine lines and firmness after eight weeks of daily use with the Better Ageing Treatment mode. Results may vary depending on skin type. Similarly, a 12-week study with 59 participants using the Skin Clearing Treatment mode daily demonstrated improvements in acne reduction and skin tone after four weeks; individual results may differ.
For the under-eye area, Shark Beauty claims the device can “help tighten under eyes in 1 use,” but did not provide detailed study information to support this specific claim.
A Growing Market for Beauty Tech
The Australian and New Zealand launch comes as consumer electronics companies increasingly enter the beauty and personal care space, often with devices priced higher than traditional skincare products. The LED mask category, in particular, has attracted attention from retailers, influencers, and brands focused on dermatology, with differentiation often centered on light wavelengths, treatment programs, and ease of use.
Shark Beauty has not yet announced local pricing or retail availability, promising to share these details closer to the launch date. Interested customers can join the waitlist on the company’s Australian website to gain early access to sales.
