Discovering the world of Shark Beauty and its new product FlexStyle IONcurl The brand's goal? Meeting every consumer need
In Venice, between one screening and the next, someone was talking about hair. During the 2026 Venice International Film Festival, Shark Beauty gave us an exclusive first look at its latest creation in Italy: the FlexStyle IONCurl. But if FlexStyle already exists, why create another one? Simple: because when it comes to hair, there’s no one-size-fits-all solution for Shark Beauty either. The goal is to find the right one for every need.
Discovering the world of Shark Beauty and its new FlexStyle IONCurl
From trend to product
To understand why IONCurl was created, we have to start with the needs Shark Beauty identified among its consumers. Especially in Italy and Spain, where when it comes to beauty tools, people are mainly looking for performance, versatility and a natural-looking result. And if there’s one thing we know, it’s that getting defined curls, making them last and keeping frizz under control, especially in Mediterranean humidity, isn’t always that easy. But Shark Beauty doesn’t stop there: it also looks at and investigates what’s happening online. “We look at trends online and use them to understand what types of products and what kinds of needs consumers have, and therefore what kind of technology can respond to those needs,” Francesca Iodice, Marketing Director South Europe at Shark Beauty, told us. One example is their LED mask, CryoGlow: by observing beauty trends on social media, the brand noticed how common it was to use ice cubes around the eyes to help reduce puffiness. This led to the idea of bringing the same principle directly into the mask, with an integrated cooling system. Another example comes from haircare: the chase method, a technique that involves running a comb through the section of hair while straightening it to achieve a more precise finish, inspired SilkiPro Straight, which integrates combs directly into the tool to dry and straighten the hair in the same movement. In both cases, the process is the same: observe a gesture, understand the need and turn it into technology.
The birth of FlexStyle IONCurl
The new FlexStyle IONCurl comes with plenty of new features, including the new barrels, which use Coanda Boost technology and a more powerful airflow to attract and wrap the hair around the barrel, creating more defined curls. And then there’s the solution to one of the most common problems when it comes to curls: frizz. The Ion Smooth Technology uses negative ions to reduce static electricity, leaving hair with an even shinier finish. Scalp Shield, meanwhile, regulates the temperature around the roots to help prevent growing baby hairs from getting damaged, while also protecting the scalp itself. Completing the tool is the new Airset Button, which lets you pause the airflow with a double tap or activate the cool shot. The only downside? Having to wait until September 22 to get your hands on it.
