SharkNinja announced the launch of its SilkiPro™ Straight, a wet‑to‑dry straightener, on February 17, 2026. The device is priced at $249.99 and is available immediately on sharkninja.com and Amazon, with retail availability scheduled for March 4, 2026.
The SilkiPro™ Straight incorporates Intelligent Ceramic Heat (HeatSense) that adjusts temperature 1,000 times per second, RapidDry technology that cuts styling time in half, and interchangeable combs that allow simultaneous drying and straightening. It is the company’s first dedicated straightener, complementing its existing FlexStyle line.
Julie Bailey Blanche, VP of Marketing, Haircare + Skincare at Shark®, said: “For too long, traditional hair straightening tools have forced people, especially those with curly, coily, and textured hair, to choose between results, time, and hair health. Shark® SilkiPro™ Straight was designed to break that cycle, making it easier to achieve silky results, no matter your hair type or texture, all with just one tool.”
The launch fits into SharkNinja’s broader strategy to expand its beauty portfolio. The company has already introduced the For All Hair Kind platform in 2021 and has seen strong growth in international markets. The SilkiPro Straight’s competitive price of $249.99 positions it below premium rivals such as Dyson’s Airstrait ($499.99) while offering unique wet‑to‑dry functionality.
SharkNinja’s recent financial performance supports the expansion. In Q4 2025, the company reported revenue of $2.1 billion and EPS of $1.93, beating expectations by 77 % and driven by robust demand in core segments. Net sales for fiscal 2025 reached $6.4 billion, up 15.7 % YoY, and adjusted EBITDA rose 19.4 % to $1.14 billion. Management guided 2026 net sales growth of 10‑11 % and adjusted EPS of $5.90‑$6.00, reflecting confidence in continued demand and cost discipline.
Analysts have responded positively to the company’s performance. The consensus rating is 1.25, and Jefferies raised its price target from $175 to $200, citing confidence in SharkNinja’s growth algorithm and its ability to innovate across categories.
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