Kevin Hart has movies, stand-up specials, a tequila brand and a media company. Now he’s adding skincare to the list. The comedian and entrepreneur has teamed up with Shark Beauty on a limited-edition version of the Shark CryoGlow LED Face Mask, finished in a bold gunmetal and red that looks more like a sports car than a spa day.

Hart, a global brand ambassador for SharkNinja, worked closely with the company’s team on the design. They pulled inspiration from his love of high-performance cars and fitness culture.

The result is a deliberate break from the soft, pastel look that usually defines beauty devices, and it’s aimed at men who might not otherwise picture themselves wearing an LED mask. Hart will also appear in Shark Beauty’s “Glow Like a Bro” campaign.

For Hart, the appeal is fitting self-care into a schedule that rarely slows down. “Between being on set, maintaining my workout routine, running my businesses, and keeping up with my family, I’m always on the move, so I need my self-care to work around my schedule,” he said. “CryoGlow makes it easy to take a few minutes for myself without slowing down, and I love the bold, edgy design we created together. If I’m going to wear an LED mask, it might as well look this good!”

The timing tracks with a shift in how men approach grooming. According to YouGov, 33% of U.S. millennial men now spend 20 minutes or more on their daily skincare routine, and Pinterest reports that searches for men’s facial treatments have jumped by triple digits in recent years.

Laura Dyer, SharkNinja’s SVP of Global Entertainment & Culture Strategy, said the goal was to make men’s self-care feel easy and approachable enough to fit into existing routines.

“Kevin Hart was the perfect partner to bring this to life, bringing his natural lightheartedness, humor, and relatability to introduce Shark Beauty’s CryoGlow technology to his audience,” she said.

Behind the new look is the same technology that has made CryoGlow the top-selling skincare facial device in the U.S., according to Circana retail data. The FDA-cleared, clinically tested mask is the first in the U.S. to combine high-energy LEDs, deep-penetrating infrared light and under-eye cooling.

It offers four dermatologist-optimized treatments using red, blue and deep infrared light, while its InstaChill feature cools and soothes the skin with three adjustable chill levels. A wearable remote lets users run a session from anywhere, and Shark says visible results can appear in as little as eight weeks.

The limited-edition Kevin Hart CryoGlow LED Face Mask is available now for $349.99 at SharkNinja.com while supplies last.