Shark Beauty has partnered with Kevin Hart to launch a limited-edition CryoGlow LED Mask co-designed by the comedian and actor.
Hart, a Global Brand Ambassador for Shark Beauty owner SharkNinja, and known for roles in the Jumanji franchise and movie Fatherhood, worked with the team to co-create the new colourway for the Pure Beauty Award-winning LED treatment.
Landing in a gunmetal and red finish, the launch is said to take Hart’s “interests, hobbies, and lifestyle in mind, referencing high-performance cars and fitness culture to create a bold, unexpected take on at-home skin care”, according to a brand statement.
“With the launch of this new limited edition colour, we wanted to make men’s self-care feel easy, approachable, and simple enough to effortlessly fit into our consumers’ existing routines,” said Laura Dyer, Senior VP, Global Entertainment & Culture Strategy at SharkNinja.
“Kevin Hart was the perfect partner to bring this to life, bringing his natural lightheartedness, humour and relatability to introduce Shark Beauty’s CryoGlow technology to his audience."
Hart added: “Between being on set, maintaining my workout routine, running my businesses, and keeping up with my family, I am always on the move, so I need my self-care to work around my schedule.
“CryoGlow makes it easy to take a few minutes for myself without slowing down, and I love the bold, edgy design we created together.
“If I am going to wear an LED mask, it might as well look this good.”
Hart is also set to be part of Shark Beauty's upcoming ‘Glow Like A Bro’ campaign, which is soon to be unveiled.
It is not the first time Shark Beauty has launched a co-designed CryoGlow.
Earlier this year, the product design and technology brand partnered with actress and CYKLAR founder Claudia Sulewski to launch the limited edition Celestial Skies Collection, introducing a new colourway across its beauty technology offering.
The collaboration with Hart comes as beauty brands increasingly invest in figures from the world of comedy.
Sephora US and Canada has teamed up with comedic actor Seth Rogen for its 2026 holiday campaign to make beauty gifting “more approachable, personal and fun”.
Vegan beauty brand Fel Beauty also took a comedic approach when it revived Napoleon Dynamite in a campaign with actor Jon Heder.
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