SharkBeauty, a division of the global technology and product design company SharkNinja, brings FlexStyle IONCurl to Venice, in the heart of the Venice Film Festival, and chooses the Festival stage to talk about a strategy that goes beyond the single product. On September 9th, between the iconic Excelsior and the Ausonia Hungaria, the brand presented the Italian and Southern European preview of the new hot air multistyler, designed to address one of the problems most felt by those who live in the Mediterranean climate: humidity, frizz and management of wavy and curly hair.
The choice of Venice is not random. The “Beauty Steals the Scene” concept shifts attention from the red carpet to the backstage, that is, to the moment in which the look takes shape. This is where Shark Beauty places its “For All Hairkind” philosophy: bringing home tools capable of offering professional-level results by adapting to different textures, lengths and styles, limiting the use of extreme heat.
The protagonist is FlexStyle IONCurlevolution of the FlexStyle platform. The promise is to increase control over curls and, above all, make styling more effective in the presence of humidity. The new technology CoandaBoost uses a more intense airflow to attract and wrap the lock around the barrel, with the aim of obtaining more defined and elastic curls. It adds to this Ion Smootha system which according to Shark generates 200 million negative ions to reduce static electricity and help control frizz. Then there is Scalp Shielddesigned to modulate the temperature near the scalp.
The interesting point, however, is to understand whether there is substance behind the marketing. In the case of the FlexStyle family, the independent evidence has so far been quite convincing. TechRadarafter tests conducted on three people, defines the device as versatile, well-designed and powerful, judging the self-winding cylinders effective and the product an accessible alternative to the Dyson Airwrap. In one test, a fine-haired tester went from wet to dry 2 minutes and 47 seconds.
Also Tom’s Guide rated the FlexStyle positively, highlighting its versatility, ease of use and ability to drastically reduce styling times. In a test on long, very thick hair, curls and styling that would normally take over an hour were accomplished in about 20 minutes.
The new IONCurl therefore arrives on an already solid basis. And SharkNinja is investing heavily in its ability to transform research into concrete products.
The Venetian event was part of a phase of strong growth for SharkNinja, which recently recorded the 13th consecutive quarter of double-digit growth, with quarterly net sales of $1.77 billion, up 22.2% on an annual basis. These are numbers that help explain why the Beauty segment has become one of the drivers of the group’s strategy, which now has a stable presence in 38 international markets.
In Venice, Jaime BobilloSenior Marketing Director South Europe of SharkNinja, also brings to the table the theme of innovation: beyond 1,000 engineers and designersabout 5,500 patents and around twenty-five new launches every year are the numbers indicated by the company to describe its research and development apparatus. Growth in Southern Europe is another piece: Italy and Spain are considered key markets, with investments in teams and new offices.
Francesca IodiceMarketing Director South Europe, insists precisely on the specificities of the Mediterranean consumer; Anita de León-PadmoreCategory Marketing Manager ITA & ESP of Shark Beauty, instead focuses the story on IONCurl technology and the evolution of the Beauty ecosystem, between haircare and skincare.
In Italy FlexStyle IONCurl will be available from September 22, 2026after the waiting list opens on September 9th. The prices indicated are 329.99 euros for the 5-in-1 Pink version And 299.99 euros for the 4-in-1 Purple.
The launch event took shape through a journey of experiences: from the styling session to discover the new FlexStyle IONCurl up close, as a preparation ritual before attending the premiere of one of the films in competition at the Festival, to the official presentation of the new styler with the presence of the SharkNinja management, up to the moments of relaxation and networking in the most iconic locations of the Lido. A perfect setting for a product that wants to speak to the world of beauty and that of innovation at the same time.
SharkNinja’s message is therefore clear: it does not simply want to add a new styler to its range, but to consolidate the credibility gained with FlexStyle and bring it into an even more competitive segment. The effectiveness of the previous platform has already been recognized by several independent tests; IONCurl is now trying to resolve some of its limitations, especially in terms of curl definition and frizz management.
If it keeps its promise, the real result of Venice will not just be a new product presented during the Festival, but another step in the transformation of SharkNinja from an alternative to a protagonist of the premium styling market.
