Shark Glam

The styling tools category has been defined by extremes: air or heat.
Dyson revolutionized with air, but for many hair types, air alone isn’t powerful enough to deliver the styles they want. Heat tools, on the other hand, risk damage and compromise hair health. Consumers were left choosing between not enough or too much.

Enter Shark Glam. A first-of-its-kind styling system, Glam redefined the rules by pairing powerful airflow with heat-controlled ceramic plates. Glam carved out a new middle ground in haircare, proving that breakthrough tech can be both effective and gentle.

The big idea: When air is not enough.

We built a brand platform that challenged category norms head-on, positioning Shark Beauty as the challenger brand taking on Dyson by offering a solution designed for all hair types.

This strategy powered a global launch, supported by creator-first storytelling. The result: a category-defining innovation consumers of all hair textures can understand and believe in.