10Beauty announced that it has raised $23.5 million in new funding led by Story Ventures. The round brings 10Beauty’s total funding to more than $70 million.
10Beauty is a robotics company behind a full-service robotic manicure system. The company is starting with manicures, which it described as one of the most frequent and repeatable services in the beauty category.
10Beauty said the traditional manicure experience can be difficult for consumers due to scheduling challenges, unpredictable service times, and inconsistent results.
The company is also targeting consumers seeking alternatives to gels and other enhanced nail services that are easier to remove, gentler on nails, and better for users.
10Beauty’s machine performs the full manicure workflow, including polish removal, nail shaping, cuticle care, color application, top coat, and drying.
The system uses computer vision and precision robotics to deliver consistent service.
10Beauty also uses single-use polish pods, similar in form to coffee capsules, to support a hygienic and repeatable manicure process.
The company’s proprietary polish is vegan, non-toxic, and designed to deliver a traditional manicure that lasts longer than a typical traditional polish manicure.
10Beauty is currently live with Ulta Beauty in Greater Boston and is expanding to Chicago.
New sites include Nordstrom in Natick, Massachusetts; Ulta Beauty’s new flagship store in Naperville, Illinois; 7am in Chicago as the company’s first nail salon partner; and the Belgrade Group in Boston as its first hair salon partner.
The company has agreements in place for approximately 850 machines across its first retail partners.
The new funding will support continued technology development, operational readiness, and the broader rollout of 10Beauty across retail and salon partners.
10Beauty was founded in 2019 and is based in Boston.
The company’s investors include Story Ventures, Karlie Kloss, Sara and Erin Foster, Bethenny Frankel, and Victoria Beckham.
KEY QUOTES:
“We’re rethinking how beauty services get delivered, starting with the traditional manicure. People love manicures, but the experience has historically been hard to fit into everyday life. Our vision is to make a beautiful, long-lasting manicure more consistent, more convenient, and available in the places people already are. This funding helps us continue learning in real environments and expand with the right partners.”
Alex Shashou, Co-Founder and Co-CEO of 10Beauty
“10Beauty is at the forefront of the robotics-as-a-service movement we are seeing today. 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.”
Jake Yormak, Founding Partner at Story Ventures
