Shark Beauty is bringing its high-tech approach to hair and skin care to Los Angeles with its first pop-up.

Open this weekend at The Grove, the activation will showcase the company’s latest innovations and give consumers the chance to experience its technology firsthand. Shark Beauty, a brand of SharkNinja Inc. — which is headquartered in Massachusetts — launched in 2021 and is sold through major retailers including Sephora, Ulta Beauty, Best Buy, Bloomingdale’s and Kohl’s. In 2023, celebrity hairstylist Chris Appleton joined as its global brand ambassador.

“Los Angeles felt like a natural choice,” said Shark Beauty’s chief marketing officer, Kleona Mack, of choosing L.A. for its first pop-up, in a statement to WWD. “It’s a city that celebrates creativity and self-expression and the perfect backdrop to welcome consumers into the Shark Beauty universe.”

Among the featured products is the company’s new $399.99 FacialPro Glow, a hydro-fueled facial device with a dual-pump system and hydro-abrasion tips that promises to offer “spa-level results in minutes.”

“The Grove is one of L.A.’s most iconic shopping destinations,” Mack said. “Here, we’re able to bring the Shark Beauty universe to life, both visually and physically….The L.A. consumer is deeply engaged with not only beauty and wellness but cultural trends overall. They’re often the first to discover what’s next and share that with their community. They’re also incredibly curious, always on the look out for products that deliver high-performance, but also brands that fit seamlessly into their lifestyle.”

The activation reflects the brand’s growing West Coast focus.

“This pop-up is a key step in expanding our presence on the West Coast, allowing us to connect directly with a highly influential market, build deeper connections with our consumers and continue to lay the foundation for future retail and experiential moments both regionally and nationally,” she said.