The U.S. robotics company behind a full-automated manicure service, has raised USD 23.5 million in new funding led by Story Ventures, bringing its total funding to more than USD 70 million.
10Beauty aims to redesign the traditional polish manicure through an automated machine that 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 a consistent service, while single-use polish pods, similar in form to a coffee capsule, help make each manicure hygienic and repeatable. 10Beauty’s proprietary polish is vegan, and designed to deliver a traditional manicure that lasts “longer than a typical traditional polish manicure.”
Although professional manicures have become a mainstream beauty service, 10Beauty says consumers often encounter obstacles ranging from scheduling difficulties to inconsistent treatment times and results. At the same time, 10Beauty adds, demand is increasing for nail solutions that offer an alternative to gels and other long-wear nail systems while being easier to remove, gentler on the nails, and aligned with growing wellness expectations.
10Beauty is currently live with Ulta Beauty in Greater Boston and is now 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. To date, 10Beauty says it has secured agreements to install approximately 850 machines across its first retail and salon partners.
The new funding will support continued technology development, operational readiness, and the broader rollout of 10Beauty across retail and salon partners.
“We’re rethinking how beauty services get delivered, starting with the traditional manicure,” said Alex Shashou, co-founder and co-CEO of 10Beauty. “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.”
