10Beauty Raises $23.5 Million to Expand Robotic Manicure Technology Across Retail and Salons
HEALTH & BEAUTY
10Beauty raises $23.5M led by Story Ventures to expand robotic manicures to retail and salons.
10Beauty, the robotics company behind the first full‑service robotic manicure, has raised $23.5 million in new funding led by Story Ventures, bringing its total funding to more than $70 million. According to the Business Wire announcement, the investment will accelerate the rollout of 10Beauty’s autonomous manicure machines across retail, hospitality, fitness centers, nail salons, and hair salons nationwide.
Transforming a Service Millions Rely On
Manicures are one of the most frequent beauty services, yet the experience often lacks consistency: appointments can be hard to schedule, service times vary, and results depend heavily on the technician. 10Beauty aims to solve these pain points by redesigning the traditional polish manicure with robotics, computer vision, and a proprietary pod‑based polish system.
The company’s autonomous machine performs the entire manicure workflow, including:
Polish removal
Nail shaping
Cuticle care
Color application
Top coat
Drying
Each step is executed using precision robotics and computer vision to ensure consistent, repeatable results. Single‑use polish pods, similar to coffee capsules, keep the service hygienic and standardized.
A Proprietary Polish Designed for Performance
10Beauty’s polish system is vegan, non‑toxic, and engineered to last longer than traditional polish manicures. The pod format also makes the service cleaner and more efficient, eliminating cross‑contamination and ensuring every manicure is performed with fresh materials.
The service currently takes 25–45 minutes, depending on the steps selected, and is priced around $30 at launch partners.
Expanding Across Major Retail and Salon Partners
10Beauty is already live with Ulta Beauty in Greater Boston and is expanding into Chicago. New retail and salon partners include:
Nordstrom in Natick, MA
Ulta Beauty’s flagship in Naperville, IL
7am in Chicago (first nail salon partner)
Belgrade Group in Boston (first hair salon partner)
The company has agreements in place for approximately 850 machines across its first wave of partners, a major milestone signaling strong demand for automated beauty services.
Funding Fuels Technology Development and Operational Scale
The new $23.5M investment will support:
Continued technology development
Operational readiness
Large‑scale deployment across retail and salon partners
Expansion into hospitality, fitness, and wellness environments
10Beauty’s co‑founder and co‑CEO Alex Shashou emphasized the company’s vision: making manicures “as easy as a cup of coffee”, accessible anywhere people already shop, travel, or work out.
Automation Is Reshaping Beauty Services
The rise of robotic manicures reflects a broader industry trend toward automation and tech‑driven beauty experiences. As consumers seek convenience, consistency, and gentler alternatives to gels and enhanced services, 10Beauty is positioned at the forefront of a new category: high‑tech, high‑precision nail care.
With strong funding, major retail partnerships, and a scalable technology platform, 10Beauty is entering its next phase of growth, one that could redefine how beauty services are delivered across the country.
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