Shark Breaks into the High-Tech Facial Care Mask Competition with a Surprising Launch at CES 2025.

I must confess that in the past, I was quite skeptical about LED devices that promised to improve the skin. In their early days in the home-use market, I regarded them as mostly expensive and ineffective gadgets, more of an attempt to take advantage of consumers. However, over time, as often happens in any growing product category, technology has advanced significantly. Nowadays, more sophisticated options are being introduced that not only use better components but are also more comfortable to use. Full-face masks from brands like Therabody, Dr. Dennis Gross, and Omnilux have gained considerable popularity, overflowing on social media and constantly selling out. After hearing praise from friends and family, as well as trying more light treatments in salons, I've become convinced that these devices have their place in skincare.

Shark, the company known for making vacuums, air fryers, and kitchen utensils, has unveiled its version of the LED facial mask at CES 2025. Under its Shark Beauty division, which has been active for three years, they launched the "CryoGlow under-eye cooling + LED anti-aging and skin clearing face mask," a rather lengthy name that will be shortened to CryoGlow from now on. In a meeting in Las Vegas, Danielle Lessing, Shark's Vice President of Product Development, explained several features that set CryoGlow apart from other products available in the market.

As its name suggests, this mask includes a cooling component. In addition to the 160 "interconnected LEDs" in the mask, there are two metal plates on the cheeks, designed like eye masks. These plates are part of Shark's "InstaChill" technology, and in my brief experience with the CryoGlow, I felt they provided a soothing sensation. In fact, that cooling feature was my favorite and clearly the one that makes it stand out from other devices.

When I tried the CryoGlow for about a minute, and after taking some fun photos, I enjoyed the cool sensation around my eyes. To be clear, the plates were cold instantly, but it was the prolonged cooling that I truly appreciated. After taking the device off, I still enjoyed the sensation for a few minutes. I don't think I wore it long enough to evaluate whether it could become uncomfortable with prolonged use, but during the trial, I didn't feel any pressure, and the connected remote was not bothersome.

It's worth mentioning that unlike Therabody's option, the CryoGlow does not include vibration. Lessing remarked that this is a skincare system and that vibration does not influence the results.

Lessing also emphasized the importance of tri-wick LEDs, which can emit red, blue, and deep infrared light, unlike other products that only use single-color bulbs. In some cases, manufacturers have red or blue bulbs in alternating arrangements, which effectively covers less area per bulb.

During our meeting, Lessing shared that the company worked hard to calculate the ideal combination of variables, such as the distance of the LEDs from the skin and their spacing. The CryoGlow is designed so that the LEDs are about 15 mm away from the skin, ensuring a good balance between effectiveness and coverage. Each bulb is separated by 10 mm from the next, and the four available programs also consider the duration of light exposure.

Shark aims to be inclusive, not only in terms of different head sizes but also to address various skin concerns. According to Lessing, most current products tend to focus on signs of aging in women, something that Shark wants to change by creating a mask that fits all kinds of people.

Seeing the CryoGlow in person, I couldn't help but smile. Unlike the Theraface or Dr. Dennis Gross masks, which look quite robotic, Shark’s device has a quirky and "cute" design. The shape of the mouth opening has a slight upward angle, giving it a friendly appearance. Additionally, I touched the textured sides of the mask that resemble lines in the sand, which could evoke an emotional connection to the product.

The CryoGlow is not only adorable but also comfortable to wear. Its design is roomy enough to fit larger heads without being heavy. This is partly due to the adjustable T-shaped strap reminiscent of those used in ski goggles, especially around the openings for the eyes.

Another advantage is that the CryoGlow is relatively lightweight, largely because it has a battery in the attached remote. This controller connects via a cable, which is less sleek than competing products that have buttons directly on the mask. However, I liked the aesthetic of the controller, which resembles an old Nokia 3310 but with a modern screen and a dial with two buttons.

The system offers four treatment modes: a "revitalization" mode for the eye area that provides a "tightening and soothing" effect, a 6-minute "anti-aging" option, an 8-minute "skin clearing treatment" aimed at acne, and a 4-minute "skin maintenance" mode for daily use. There are also three cooling levels that can be adjusted.

Shark studies suggest that after four weeks of use, an improvement in skin clarity may be noticeable, and two months of consistent application could result in firmer skin. The company claims that its programs are backed by clinical testing, and interestingly, they have tested their CryoGlow device against competitors. Apparently, the CryoGlow showed a more even and broader coverage compared to another competing device, although it left certain areas under the eyes untreated.

While the competing device and its price have not been specified, the CryoGlow is available for $349, making it more attractive compared to the Theraface and Dr. Dennis Gross masks, which start at $599 and $455, respectively. My experience with the CryoGlow has been positive, and I am eager to try other products before I can definitively evaluate its performance compared to what is on the market.