Shark Beauty, the subcategory of global product design and technology company SharkNinja, has joined the British Beauty Council as a Patron. The partnership reinforces Shark Beauty’s commitment to supporting innovation, consumer needs and growth across the UK beauty industry.
Since entering the beauty market, Shark Beauty has rapidly transformed the category through breakthrough technology and high-performance products designed to deliver professional quality results at home. The business’ engineering and product development hub in EMEA spans over 30,000 sq ft across two floors in Battersea Power Station, serving as a location for state-of-the-art testing, labs and prototype workshops. With innovation at its core, the brand continues to redefine consumer expectations and drive growth within one of the UK’s most dynamic sectors.
Shark Beauty will bring its unique insight into consumer demand, technology and global growth to its position as Patron, supporting the British Beauty Council on immediate endeavours and longer-term strategy.
Lana Sanleandro, SVP CMO EMEA, said: “The most powerful beauty brands don’t just launch products — they spark conversations, create communities and generate social demand at scale. That’s what Shark Beauty does. By combining breakthrough innovation with the influence of creators and consumers, we’ve turned beauty technology into some of the industry’s most talked-about products. We’re proud to partner with the British Beauty Council to help shape the future of beauty in one of the world’s most influential markets.”
The partnership comes as Shark Beauty ramps up presence in the beauty tech space, continuing to transform the category it first entered in 2021 with hair drying. The brand continued to grow its presence in the hair category, launching hot air styling in 2022 and its breakthrough into skin technology with the best-selling CryoGlow LED Mask in 2025. Now in 2026, five years into Shark Beauty’s expansion into Hair and Skin, this year marks a new chapter of growth for the brand as it deepens its positioning in the beauty category with innovation advancements.
Millie Kendall OBE, chief executive of the British Beauty Council, said: “We are delighted to welcome Shark Beauty as a Patron of the British Beauty Council. The brand has quickly established itself as a leader in beauty technology, bringing a fresh perspective and innovative approach to the sector. We look forward to working together to support the continued growth, influence and success of the UK beauty industry.”
The beauty industry contributes £28.4BN to the UK economy* and supports the livelihoods of industry professionals and consumers alike. Through its partnership with the British Beauty Council, Shark Beauty aims to play an active role in ensuring the sector continues to thrive, innovate and attract the next generation of talent.
As a Patron of the British Beauty Council, Shark Beauty will work alongside industry leaders, policymakers and businesses to help champion the beauty industry’s economic contribution, support future talent and encourage innovation across the sector.
Shark Beauty’s Patronage is effective immediately, with collaborative projects developed in partnership with the British Beauty Council due to be announced through 2026.
*British Beauty Council Value of Beauty report 2025
