Julie Bailey Blanche, vp of global marketing at Shark Beauty, knows a thing or two about disrupting the beauty industry. In May, parent company Shark Ninja reported a 15.6% net sales increase during its Q1 2026 to reach $1.4 billion in sales, driven by a 40% increase in skin-care device sales. Zooming out, the company was up 15.7% in 2025 and up 30% in 2024.
The household appliance company debuted its beauty division in 2021 and has spent the last five years quietly rolling out cult-status hair tools, LED face masks and at-home facial systems.
Blanche joined the stage at Glossy’s annual E-Commerce Summit last week in Miami Beach to discuss the secret sauce driving Shark Beauty’s success, including a simple ethos that’s proven to be the beauty division’s “biggest unlock,” Blanche said.
“The consumer doesn’t care about how they get [a product’s promised results], they care about what they get,” Blanche told Glossy. “You need ‘the how’ as the proof, right? But what we find is that if you lead with the what and back it up with the how, that’s the win.”
That’s because consumers have been increasingly inundated with science- and technology-focused beauty marketing over the past few years, including clinical stats and high-level educational content that’s starting to lose its luster. Blanche has found that most shoppers just want to know how a product will benefit their everyday life.
