10Beauty’s Robotic Manicure Raises $23.5M in Funding Led by Story Ventures

Will 10Beauty’s Robotic Manicure do such a good job automating the full manicure workflow that it can one day replace nail techs in salons and spas?

The high-tech beauty machine, built by robotics company 10Beauty, just raised $23.5 million in new funding led by Story Ventures. The new funding will support continued technology development and the rollout of 10Beauty across retail and salon partners.

“We’re rethinking how beauty services get delivered,” says Alex Shashou, co-founder and co-CEO of 10Beauty. And since a manicure is a frequent, repeatable beauty service, it was the perfect place to start.

“Our vision is to make a beautiful, long-lasting manicure more consistent and more convenient,” explains Shashou. “This funding helps us continue learning in real environments and expand with the right partners.”

How 10Beauty’s Robotic Manicure Works

10Beauty’s robotic manicure is a robotic machine that incorporates computer vision capabilities with a proprietary nail polish system. 

The machine performs the full range of nail care and nail polish services. It removes nail polish, shapes the nails, provides cuticle care, and applies nail color with a top coat. Last, it dries the nails before the service is complete.

Computer vision and precision robotics deliver a consistent service. Using single-use polish pods, similar to a coffee capsule, the machine applies nail color. The process ensures a hygienic and repeatable application.

10Beauty’s proprietary polish is vegan and non-toxic, but how long will it last? Longer than a typical traditional polish manicure, the company says.

A ‘Robotics as a Service’ Movement?

Story Ventures, a venture capital firm, often invests in early-stage start-ups that are “at the intersection of connectivity, technology, and data,” according to its website. The company has invested in several companies, including Aether Biomedical and Particle Health, but 10Beauty is its first beauty partner.

“10Beauty is at the forefront of the robotics-as-a-service movement we are seeing today,” says Jake Yormak, Founding Partner at Story Ventures. “They are tackling a massive service category that is frequent, repeatable, and highly valued by consumers.”

“By combining robotics, computer vision, and a thoughtful consumer experience, 10Beauty is creating a new model for how beauty services are delivered, while demonstrating a level of commercial traction that is rare to see in robotics,” adds Yormak.

Where is the ‘Robot Mani’ Offered?

10Beauty has agreements in place to roll out the service to approximately 850 locations as its first retail partners sign on.

Ulta Beauty in Boston currently uses the robotic mani machine. Next, the retailer will expand the service to Chicago, followed by its flagship in Naperville, Illinois, and at Ulta in Nordstrom in Natick, Massachusetts.