SharkNinja (SN)
Builds Shark cleaning and Ninja kitchen brands around practical household problems.
Something off on this page? Send us feedback.
SharkNinja sells home gadgets under two names: Shark for vacuums, hair tools, fans and air purifiers, and Ninja for kitchen machines. It owns no factories; outside plants build everything. Growth comes from taking shelf space away from older brands, in a US market that has been shrinking without it. The newer part of the story is abroad, where the company is cutting out middlemen and selling to shops itself.
Item facts: FY2025 · year ended Dec 31, 2025, from filings, earnings calls and company pages.
Judgment weights, not filed revenue
The band summarizes business focus and direction. ~ marks estimates.
7 in detail · 16 more below
Cooking and Beverage Appliances
Ninja's heated kitchen — air fryers, multi-cookers, grills, ovens, kettles and espresso machines. $1.82B in FY2025, and up 36.5% in the June 2026 quarter, the line management credited most for raising its outlook for the year.
Competes with Airfryer (Koninklijke Philips) · Instant Pot / Vortex (Instant Brands) · Barista Express (Breville)
In plain English
Heat in a box, on a countertop: air fryers, multi-cookers, grills and ovens, plus kettles, coffee and espresso machines.
People buy a Ninja because it does a job the stove does badly — crisp chips without a pan of oil, café-style coffee without the café. SharkNinja designs the machine, an outside plant builds it, a shop stocks it, and the money lands when the pallet ships. The work is giving shoppers a fresh reason every year: the espresso machine and the glass air-fry system carried the June 2026 quarter, and July brought the first Ninja microwave at $449.99.
Food Preparation Appliances
Blenders, food processors, juicers and frozen-treat makers: $1.55B in FY2025, more than double two years earlier. It then slipped 3.3% in the March 2026 quarter against a big frozen-treats quarter a year before, and recovered on blending.
Competes with Vitamix blenders (Vitamix) · NutriBullet blenders (NutriBullet) · Cool Creations ice cream maker (Conair (Cuisinart))
In plain English
Blades and motors, no heat. A blender, a food processor, a juicer, a machine that turns a frozen tub into soft ice cream.
The buyer wants one more job done on the counter instead of by hand, and the sale happens once — take the box home, keep it for years. That makes the line lumpy. A summer of frozen drinks lifts a quarter and then makes the same quarter a year later look weak, which is exactly what happened in early 2026 before blenders pulled the line back up.
Ninja CREAMi & SLUSHi
Ice cream from a frozen tub, slush from a jug, soft-serve on top — the franchise that lifted food prep into roughly a quarter of the company. Fads cool: management mentioned SLUSHi far less through 2026.
Competes with Cool Creations / ICE-21 (Conair (Cuisinart)) · Smart Scoop (Breville)
In plain English
Freeze a tub of almost anything, click it into the machine, and it comes out as ice cream. SLUSHi does the same trick for frozen drinks, and Swirl adds soft-serve.
This is a fashion business dressed as an appliance. One summer of everybody wanting one sells a lot of machines, and the household that bought one rarely needs a second — so the job is inventing the next treat before the last one goes quiet. SharkNinja keeps at it, adding a tumbler blender and a film tie-in edition, while its earlier hits turn up less and less in what management talks about.
Cleaning Appliances
Shark floorcare: corded and cordless vacuums, robots, steam and wet-dry cleaners, carpet machines. $2.21B in FY2025 and still the single biggest line, but growth stalled to 4.1% in the June 2026 quarter — the number to watch.
Competes with V-series / Gen5 cordless (Dyson) · Roborock robot vacuums (Beijing Roborock) · ProHeat 2X carpet cleaner (Bissell)
In plain English
Vacuums, mostly. Upright and cordless ones, robots that drive themselves, steam mops, and carpet machines that squirt water in and suck it back out.
A household buys one every several years, so this is replacement demand rather than a growing habit — and in the US, sales of these machines have fallen three years running once SharkNinja's own sales are taken out of the count. Every extra dollar has to come from a brand that used to make the sale. The company points to tracker Circana in calling Shark the top US floorcare brand.
Shark PowerDetect
The flagship vacuum family: robot, cordless stick and handheld sold as one system, with a three-in-one Transformer added in June 2026. It is what Shark fields against robot specialists like Roborock, which trackers put at roughly a sixth of robot-vacuum sales in 2025.
Competes with Roomba (iRobot) · Roborock robot vacuums (Beijing Roborock) · robot vacuums (Ecovacs)
In plain English
One family, three machines — a robot that drives itself, a cordless stick and a handheld, sold as a single system rather than three unrelated boxes. Shark added a three-in-one version in mid-2026 and a dressier set of finishes after it.
The commercial point is simple: a system gives a household somewhere to go next, so the second machine comes from the same family as the first, and a shop gets more than one thing to sell. This is the shelf where Shark's largest business gets defended against the robot-only specialists.
Shark Beauty
Hair and skin devices — the FlexStyle styler, the CryoGlow light mask, the $149 ChillPill. A business that did not exist four years ago, sold chiefly against Dyson, whose Airwrap i.d. tested in 2026 at about $300 above FlexStyle.
Competes with Airwrap i.d. (Dyson) · Supersonic hair dryer (Dyson) · styling tools (Conair)
In plain English
Salon results without the salon. A wand that dries and shapes hair when you swap the head on it, a mask of coloured light you wear on your face, and a smaller, cheaper gadget built from the same light technology.
The money rests on one argument: close to what the famous premium brand does, for a few hundred dollars less. That argument is also the risk — if Dyson cuts its price, the gap doing the selling gets thin. Shops matter here too. Ulta, a beauty chain that used to stock only hair and skin care, added the ChillPill after the company showed it to them.
Shark Home Environment
Fans and air purifiers — FlexBreeze, TurboBlade, and the NeverChange purifiers whose filters are built to last rather than be replaced. A hot June 2026 quarter sold the fans out: demand the company could not supply.
Competes with Levoit Vital / Core purifiers (VeSync) · Big+Quiet purifier (Dyson) · Airmega purifiers (Coway)
In plain English
Moving air, in two flavours: fans that push it around a room or a patio, and purifiers that strain dust and smoke out of it.
Most purifiers earn twice — once on the machine, then forever on replacement filters, the way a razor sells blades. Shark went the other way and built a filter meant to last, giving up that repeat income to make the first purchase look cheaper. The catch is weather: a hot summer empties the shelves, and in the June 2026 quarter the company said it sold out and could not capture all the demand it saw. Counted together with the beauty gadgets, the pair grew fastest of anything it sells in the first half of 2026.
Cooking and Beverage AppliancesNinja's heated kitchen — air fryers, multi-cookers, grills, ovens, kettles and espresso machines. $1.82B in FY2025, and up 36.5% in the June 2026 quarter, the line management credited most for raising its outlook for the year.Ninja's heated kitchen — air fryers, multi-cookers, grills, ovens, kettles and espresso machines. $1.82B in FY2025, and up 36.5% in the June 2026 quarter, the line management credited most for raising its outlook for the year.
In plain English
Heat in a box, on a countertop: air fryers, multi-cookers, grills and ovens, plus kettles, coffee and espresso machines.
People buy a Ninja because it does a job the stove does badly — crisp chips without a pan of oil, café-style coffee without the café. SharkNinja designs the machine, an outside plant builds it, a shop stocks it, and the money lands when the pallet ships. The work is giving shoppers a fresh reason every year: the espresso machine and the glass air-fry system carried the June 2026 quarter, and July brought the first Ninja microwave at $449.99.
Competes with Airfryer (Koninklijke Philips) · Instant Pot / Vortex (Instant Brands) · Barista Express (Breville)
Food Preparation AppliancesBlenders, food processors, juicers and frozen-treat makers: $1.55B in FY2025, more than double two years earlier. It then slipped 3.3% in the March 2026 quarter against a big frozen-treats quarter a year before, and recovered on blending.Blenders, food processors, juicers and frozen-treat makers: $1.55B in FY2025, more than double two years earlier. It then slipped 3.3% in the March 2026 quarter against a big frozen-treats quarter a year before, and recovered on blending.
In plain English
Blades and motors, no heat. A blender, a food processor, a juicer, a machine that turns a frozen tub into soft ice cream.
The buyer wants one more job done on the counter instead of by hand, and the sale happens once — take the box home, keep it for years. That makes the line lumpy. A summer of frozen drinks lifts a quarter and then makes the same quarter a year later look weak, which is exactly what happened in early 2026 before blenders pulled the line back up.
Competes with Vitamix blenders (Vitamix) · NutriBullet blenders (NutriBullet) · Cool Creations ice cream maker (Conair (Cuisinart))
Ninja CREAMi & SLUSHiIce cream from a frozen tub, slush from a jug, soft-serve on top — the franchise that lifted food prep into roughly a quarter of the company. Fads cool: management mentioned SLUSHi far less through 2026.Ice cream from a frozen tub, slush from a jug, soft-serve on top — the franchise that lifted food prep into roughly a quarter of the company. Fads cool: management mentioned SLUSHi far less through 2026.
In plain English
Freeze a tub of almost anything, click it into the machine, and it comes out as ice cream. SLUSHi does the same trick for frozen drinks, and Swirl adds soft-serve.
This is a fashion business dressed as an appliance. One summer of everybody wanting one sells a lot of machines, and the household that bought one rarely needs a second — so the job is inventing the next treat before the last one goes quiet. SharkNinja keeps at it, adding a tumbler blender and a film tie-in edition, while its earlier hits turn up less and less in what management talks about.
Competes with Cool Creations / ICE-21 (Conair (Cuisinart)) · Smart Scoop (Breville)
Cleaning AppliancesShark floorcare: corded and cordless vacuums, robots, steam and wet-dry cleaners, carpet machines. $2.21B in FY2025 and still the single biggest line, but growth stalled to 4.1% in the June 2026 quarter — the number to watch.Shark floorcare: corded and cordless vacuums, robots, steam and wet-dry cleaners, carpet machines. $2.21B in FY2025 and still the single biggest line, but growth stalled to 4.1% in the June 2026 quarter — the number to watch.
In plain English
Vacuums, mostly. Upright and cordless ones, robots that drive themselves, steam mops, and carpet machines that squirt water in and suck it back out.
A household buys one every several years, so this is replacement demand rather than a growing habit — and in the US, sales of these machines have fallen three years running once SharkNinja's own sales are taken out of the count. Every extra dollar has to come from a brand that used to make the sale. The company points to tracker Circana in calling Shark the top US floorcare brand.
Competes with V-series / Gen5 cordless (Dyson) · Roborock robot vacuums (Beijing Roborock) · ProHeat 2X carpet cleaner (Bissell)
Shark PowerDetectThe flagship vacuum family: robot, cordless stick and handheld sold as one system, with a three-in-one Transformer added in June 2026. It is what Shark fields against robot specialists like Roborock, which trackers put at roughly a sixth of robot-vacuum sales in 2025.The flagship vacuum family: robot, cordless stick and handheld sold as one system, with a three-in-one Transformer added in June 2026. It is what Shark fields against robot specialists like Roborock, which trackers put at roughly a sixth of robot-vacuum sales in 2025.
In plain English
One family, three machines — a robot that drives itself, a cordless stick and a handheld, sold as a single system rather than three unrelated boxes. Shark added a three-in-one version in mid-2026 and a dressier set of finishes after it.
The commercial point is simple: a system gives a household somewhere to go next, so the second machine comes from the same family as the first, and a shop gets more than one thing to sell. This is the shelf where Shark's largest business gets defended against the robot-only specialists.
Competes with Roomba (iRobot) · Roborock robot vacuums (Beijing Roborock) · robot vacuums (Ecovacs)
Shark BeautyHair and skin devices — the FlexStyle styler, the CryoGlow light mask, the $149 ChillPill. A business that did not exist four years ago, sold chiefly against Dyson, whose Airwrap i.d. tested in 2026 at about $300 above FlexStyle.Hair and skin devices — the FlexStyle styler, the CryoGlow light mask, the $149 ChillPill. A business that did not exist four years ago, sold chiefly against Dyson, whose Airwrap i.d. tested in 2026 at about $300 above FlexStyle.
In plain English
Salon results without the salon. A wand that dries and shapes hair when you swap the head on it, a mask of coloured light you wear on your face, and a smaller, cheaper gadget built from the same light technology.
The money rests on one argument: close to what the famous premium brand does, for a few hundred dollars less. That argument is also the risk — if Dyson cuts its price, the gap doing the selling gets thin. Shops matter here too. Ulta, a beauty chain that used to stock only hair and skin care, added the ChillPill after the company showed it to them.
Competes with Airwrap i.d. (Dyson) · Supersonic hair dryer (Dyson) · styling tools (Conair)
Shark Home EnvironmentFans and air purifiers — FlexBreeze, TurboBlade, and the NeverChange purifiers whose filters are built to last rather than be replaced. A hot June 2026 quarter sold the fans out: demand the company could not supply.Fans and air purifiers — FlexBreeze, TurboBlade, and the NeverChange purifiers whose filters are built to last rather than be replaced. A hot June 2026 quarter sold the fans out: demand the company could not supply.
In plain English
Moving air, in two flavours: fans that push it around a room or a patio, and purifiers that strain dust and smoke out of it.
Most purifiers earn twice — once on the machine, then forever on replacement filters, the way a razor sells blades. Shark went the other way and built a filter meant to last, giving up that repeat income to make the first purchase look cheaper. The catch is weather: a hot summer empties the shelves, and in the June 2026 quarter the company said it sold out and could not capture all the demand it saw. Counted together with the beauty gadgets, the pair grew fastest of anything it sells in the first half of 2026.
Competes with Levoit Vital / Core purifiers (VeSync) · Big+Quiet purifier (Dyson) · Airmega purifiers (Coway)
Named in filings, launches and programs
- Ninja Crispi MicrowaveProductNinja's first microwave, on US sale from July 2026 at $449.99 — a market management called brand new to SharkNinja.
- Ninja Luxe CaféProductEspresso machine for home baristas; management cited strong worldwide demand in both 2026 quarters and named it a driver of the cooking line.
- Ninja NeverDullProduct lineKnife system, about five years old, now a top-three seller in US cutlery on TikTok Shop.
- Ninja BlendBOSSProduct lineTumbler blender named the standout of the food-prep line in the June 2026 quarter.
- Ninja SLUSHi Twist x Practical Magic 2ProductLimited edition tied to the film's September 2026 release — the frozen-drink line borrowing a movie's audience.
- Ninja HydraSenseProduct · AnnouncedHome water filtration announced August 2026, a category new to Ninja, arriving weeks after management promised a new one.
- Ninja NeverQuit CookwareProduct · AnnouncedCeramic-coated nonstick pans announced September 2026, pushing Ninja into shop aisles where nothing plugs in.
- Shark AquaReachProduct lineVacuum-and-mop system launched August 2026 with an extendable wand, built to clean surfaces above the floor as well as the floor itself.
- Shark CarpetForce & CarpetXpertProduct lineDeep-clean carpet machines, CarpetForce arriving in the June 2026 quarter. Here the rival on the shelf is Bissell rather than Dyson.
- Shark CryoGlow & ChillPillProduct lineLED face mask plus the $149 ChillPill built on the same light technology; management talked about CryoGlow far less by mid-2026.
- Shark FlexBreeze & TurboBladeProduct lineIndoor and outdoor fans; they sold out in the June 2026 quarter and are being taken into more markets abroad.
- Shark NeverChange & BreatheClearProduct lineAir purifiers with long-life filters; BreatheClear Max arrived April 2026 at roughly $360.
- Outside plants in China and Southeast AsiaServiceEvery product is built by someone else's factory; by mid-2025 roughly nine in ten units shipped to the US came from outside China, easing import taxes.
- Amazon, Costco and Walmart accountsCustomer programEach was over a tenth of FY2025 sales and together 45.7%, the largest 23.8%; the company says it gives no retailer exclusivity.
- Own storefronts and TikTok ShopPlatform · RampingSelling straight to shoppers, including TikTok Shop in seven countries by mid-2026 from none a year earlier, targeted to more than double by the holidays.
- Sales outside North AmericaSegment · Ramping32.7% of FY2025 sales, up from a quarter two years earlier — the same money sliced by geography, so it overlaps the product lines above.
Ninja Crispi MicrowaveProduct
Ninja's first microwave, on US sale from July 2026 at $449.99 — a market management called brand new to SharkNinja.
Ninja Luxe CaféProduct
Espresso machine for home baristas; management cited strong worldwide demand in both 2026 quarters and named it a driver of the cooking line.
Ninja NeverDullProduct line
Knife system, about five years old, now a top-three seller in US cutlery on TikTok Shop.
Ninja BlendBOSSProduct line
Tumbler blender named the standout of the food-prep line in the June 2026 quarter.
Ninja SLUSHi Twist x Practical Magic 2Product
Limited edition tied to the film's September 2026 release — the frozen-drink line borrowing a movie's audience.
Ninja HydraSenseProduct · Announced
Home water filtration announced August 2026, a category new to Ninja, arriving weeks after management promised a new one.
Ninja NeverQuit CookwareProduct · Announced
Ceramic-coated nonstick pans announced September 2026, pushing Ninja into shop aisles where nothing plugs in.
Shark AquaReachProduct line
Vacuum-and-mop system launched August 2026 with an extendable wand, built to clean surfaces above the floor as well as the floor itself.
Shark CarpetForce & CarpetXpertProduct line
Deep-clean carpet machines, CarpetForce arriving in the June 2026 quarter. Here the rival on the shelf is Bissell rather than Dyson.
Shark CryoGlow & ChillPillProduct line
LED face mask plus the $149 ChillPill built on the same light technology; management talked about CryoGlow far less by mid-2026.
Shark FlexBreeze & TurboBladeProduct line
Indoor and outdoor fans; they sold out in the June 2026 quarter and are being taken into more markets abroad.
Shark NeverChange & BreatheClearProduct line
Air purifiers with long-life filters; BreatheClear Max arrived April 2026 at roughly $360.
Outside plants in China and Southeast AsiaService
Every product is built by someone else's factory; by mid-2025 roughly nine in ten units shipped to the US came from outside China, easing import taxes.
Amazon, Costco and Walmart accountsCustomer program
Each was over a tenth of FY2025 sales and together 45.7%, the largest 23.8%; the company says it gives no retailer exclusivity.
Own storefronts and TikTok ShopPlatform · Ramping
Selling straight to shoppers, including TikTok Shop in seven countries by mid-2026 from none a year earlier, targeted to more than double by the holidays.
Sales outside North AmericaSegment · Ramping
32.7% of FY2025 sales, up from a quarter two years earlier — the same money sliced by geography, so it overlaps the product lines above.