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10Beauty Raises $23.5M in New Funding to Expand Robotic Manicures to Retail and Salons
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10Beauty, a Boston-based robotics company, has raised $23.5 million in new funding led by Story Ventures to expand its robotic manicure system into retail stores and salons. The funding brings the company's total raised to over $70 million, marking a significant milestone in the automation of beauty services. The company's machine performs a full traditional polish manicure, including polish removal, nail shaping, cuticle care, color application, top coat, and drying.
The new capital will support technology development, operational readiness, and broader deployment with retail and salon partners. 10Beauty's system uses computer vision and precision robotics to guide the manicure process, employing single-use polish pods similar to coffee capsules to ensure hygiene and repeatability. The proprietary polish is vegan and non-toxic, designed to last longer than typical traditional polish, and presented as an alternative to harsher gel services.
The company is starting with manicures because they are frequent, repeatable services with a large consumer base. Co-founder and co-CEO Alex Shashou explained that people love manicures but the experience has historically been hard to fit into everyday life. The vision is to make a beautiful, long-lasting manicure more consistent, convenient, and available in locations where consumers already spend time.
The system is already live with Ulta Beauty in Greater Boston and expanding to Chicago, with additional locations including Nordstrom in Natick, Massachusetts, Ulta Beauty's new flagship store in Naperville, Illinois, and partners such as 7am in Chicago and the Belgrade Group in Boston. 7am will be 10Beauty's first nail salon partner, while Belgrade Group will be its first hair salon partner. The company has agreements for approximately 850 machines across its initial retail partners.
The investment round was led by Story Ventures, with early backers including Karlie Kloss, Sara and Erin Foster, Bethenny Frankel, and Victoria Beckham. The company's approach addresses inconsistencies in the traditional salon experience, where scheduling, service time, and results vary from visit to visit. By leveraging robotics, 10Beauty aims to offer a predictable and convenient service.
Looking ahead, 10Beauty plans to continue learning in real environments and expand with the right partners. The company sees robotic manicures as a way to make beauty services more accessible and integrated into everyday routines. This funding positions 10Beauty to scale its technology and redefine how manicures are delivered across retail and salon settings.
