Shark Beauty joins British Beauty Council as patron amid continued expansion

Shark Beauty has taken on patron status with the British Beauty Council in a collaboration designed to support innovation, consumer demand and growth across the UK beauty industry.

Under the new partnership, the beauty division of SharkNinja will work alongside industry leaders, policymakers and businesses on both near-term priorities and long-term strategy.

Collaborative projects developed in partnership with the council are due to be announced throughout 2026.

Millie Kendall OBE, CEO 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.”

Since entering the beauty market in 2021 with hair-drying technology, Shark Beauty has expanded steadily. The brand moved into hot-air styling in 2022 and entered the skincare technology category in 2025 with the CryoGlow LED Mask.

Its EMEA engineering and product development hub spans more than 30,000 square feet across two floors at Battersea Power Station, housing testing facilities, laboratories and prototype workshops.

Lana Sanleandro, SVP and Chief Marketing Officer at Shark Beauty in 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 patronage positions Shark Beauty alongside other major brands in the council’s network as it seeks a more active role in sector-wide conversations around policy, talent development and category growth.