10Beauty Raises $23.5M in Funding Led by Story Ventures

The company will use the funds to continue developing its technology, strengthen its operations, and expand its rollout across retail and salon partners.

10Beauty is transforming how beauty services are delivered, starting with manicures—one of the most common and frequently repeated beauty treatments.

For many consumers, getting a manicure can be inconvenient due to limited appointment availability, inconsistent service times, and varying results. At the same time, there is growing demand for an alternative to gel manicures that is easier to remove, gentler on nails, and healthier for regular use.

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10Beauty is modernizing the traditional manicure by combining robotics, computer vision, and its own nail polish system. The company aims to offer long-lasting manicures in convenient locations where people already shop, travel, work out, and spend time.

The automated machine completes the entire manicure process, including polish removal, nail shaping, cuticle care, color application, top coat, and drying. The system uses computer vision and precision robotics to deliver consistent results, while single use polish pods ensure a clean and hygienic experience. The companys proprietary nail polish is vegan, non toxic, and designed to last longer than traditional nail polish.

10Beauty is currently available at Ulta Beauty locations in the Greater Boston area and is expanding to Chicago. New locations include Nordstrom in Natick, Massachusetts, Ulta Beauty's flagship store in Naperville, Illinois, 7 am in Chicago as its first nail salon partner, and Belgrade Group in Boston as its first hair salon partner. The company has agreements in place to deploy about 850 machines across its initial retail 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.”

“10Beauty is at the forefront of the robotics-as-a-service movement we are seeing today,” said Jake Yormak, Founding Partner at Story Ventures. “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.”

About 10Beauty

Founded in 2019 by Alexander Shashou, 10Beauty is a Boston-based robotics company that developed the world's first full-service robotic manicure system. Its technology combines computer vision, precision robotics, and a proprietary single-use pod system to deliver a consistent, convenient, and hygienic manicure experience.

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