Shark Beauty's Kevin Hart Colorway Reveals a Celebrity Playbook, Not a New Device

Shark Beauty's new CryoGlow LED Mask comes in a gunmetal and red finish picked by Kevin Hart, the comedian and SharkNinja brand ambassador. The company calls it a co-design. Hart chose a color inspired by cars and fitness gear. The LED, infrared and cooling hardware inside the $349.99 device is identical to the standard CryoGlow, according to SharkNinja's own announcement and reporting from Yahoo Finance.

The launch is the second beat of a relationship SharkNinja built over the past year. In October 2025 the company named Hart and David Beckham global ambassadors for its Shark and Ninja appliance lines, a deal that started with a digital series and a heating and cooling blender called the TurboBlade. By December 2025, SharkNinja had added Heidi Klum as an ambassador and noted in its own release that she and Hart had been seen using the CryoGlow, which the company markets as the top-selling skincare facial device in the US. This colorway converts that general endorsement into a dedicated product tie-in for one specific device.

Shark Beauty ran the same mechanic earlier in 2026 with actress and CYKLAR founder Claudia Sulewski, who got her own limited-edition CryoGlow finish. Two colorway drops in one year point to a repeatable release cadence built around a single device platform rather than one-off star power. The device itself does the selling. The celebrity supplies a finish and a marketing hook, not new features.

LED face masks sell mostly to women. Putting Hart, a male comedian, on the front of a flagship skincare device marks a deliberate push into male buyers for a device category that has not courted them before. Other brands are making similar bets: Jake Paul's grooming line W sells through Walmart, LeBron James backs the grooming brand The Shop, and Ryan Seacrest fronts Polished by Dr. Lancer. Global Market Insights pegs the men's grooming products market in the tens of billions of dollars worldwide in 2026, with skincare named as its fastest-growing segment.

SharkNinja sells the CryoGlow through Sephora in the US, Canada, Australia, the UK, Mexico, Indonesia and the Middle East, and added Walmart.com in November 2025 ahead of the holiday season. The Hart colorway ships at the same $349.99 price as the standard version, in the same stores, through the same retail footprint. What changes is the finish on the mask, and the name attached to selling it.