Bridging the gap between high-tech robotics and professional aesthetics, 10Beauty is rapidly scaling its presence in the beauty industry. The Boston-founded startup recently announced a $23.5 million funding boost led by Story Ventures. This latest round elevates the company’s total cumulative capital to approximately $70 million, supported by a high-profile investor roster that includes Imaginary Ventures and fashion icon Victoria Beckham.
Advancing the Future of Automated Nail Care
The company is currently transitioning from prototype to market-wide implementation. Following a successful debut of its automated five-step manicure system at an Ulta Beauty location in Boston, 10Beauty is now preparing for a strategic expansion into the Chicago market. This move signals a significant step forward in making robotic beauty services accessible to a broader consumer base.
Scaling the Robotic Manicure Experience
To ensure a wide-reaching rollout, 10Beauty has already established agreements to deploy its first 850 machines. These units will be integrated into various consumer touchpoints, including luxury department stores like Nordstrom, beauty retailers like Ulta, and diverse environments such as hotels, fitness centers, and traditional hair salons. This multi-channel approach allows the brand to meet customers where they already spend their time.
The robotic service is designed to balance speed with quality, offering a customizable experience that lasts between 25 and 45 minutes. Upon its official launch at Ulta, the service is expected to be priced at an accessible $30, positioned as a competitive alternative to manual salon manicures. The newly secured capital will be utilized to refine the core technology, streamline operational logistics, and support the initial phase of partner deployments.
A Vision for Universal Accessibility in Beauty
The ultimate goal for 10Beauty is to fundamentally alter how consumers interact with nail services. During a recent industry event, Alexander Shashou, co-founder and co-CEO, emphasized that changing the delivery method of a service can entirely transform the user experience. He envisions a future where professional-grade nail care is as convenient and ubiquitous as a morning cup of coffee, moving beyond retail spaces and eventually into the domestic environment.
The Evolution of the Manicure Industry
The rise of 10Beauty highlights a growing trend of automation within the personal care sector. By combining sophisticated robotics with the efficiency of a retail-ready machine, the company aims to solve common pain points such as long appointment wait times and inconsistent service quality. As the brand rolls out its first several hundred units, it stands to redefine the standard for convenience in the modern beauty routine, proving that the intersection of technology and self-care is a lucrative and highly scalable frontier.
