10Beauty
About
About 10Beauty
10Beauty’s manicure system uses a fresh, single-use pod containing the tools required for each appointment. Its process uses shaped sponges to remove polish and brush-based tools for cuticle care, followed by controlled applications of colour and a top coat. The consumable arrangement gives each customer a separate set of treatment tools within the automated machine.
The company combines this equipment with a range of polish colours and booking through participating locations. Automated filing is scheduled for January 2027, so the planned five-stage sequence extends beyond the functions currently offered. The business is built around repeat appointments and replacement pods, connecting the installed machine with the consumables and customer-facing service needed to deliver a manicure.
Articles
Products
- Robotic Manicure System
10Beauty
Deployments
- Customer site
2025-11-13 - 10Beauty launched its robotic manicure system at an Ulta Beauty location in Braintree, Massachusetts. The disclosure names one retail deployment site but does not disclose robot count. - 10Beauty robotic manicure system / Ulta Beauty Braintree - Ulta Beauty Braintree, Massachusetts
Source
Funding
- 2026-07-01 - Funding round - $23.5M - 10Beauty raises USD23.5M to expand robotic manicure deployments
10Beauty raised USD23.5M led by Story Ventures to expand robotic manicure deployments across retail and salon partners. - source: businesswire.com
- 2024-02-06 - Series A extension - $17M - 10Beauty closes $17M Series A extension, taking equity financing to $38M
10Beauty closed a $17 million Series A extension led by Shine Capital, bringing its disclosed equity financing to $38 million as it prepared its autonomous manicure system for commercial launch. - source: prnewswire.com
Investors
- Imaginary Ventures - Participant - VC - 1 funding event - first seen 2024-02-06
- Lerer Hippeau - Participant - Angel / Individual - 1 funding event - first seen 2024-02-06
- Red Sea Ventures - Participant - VC - 1 funding event - first seen 2024-02-06
- Shine Capital - Lead - VC - 1 funding event - first seen 2024-02-06
- Story Ventures - Lead - VC - 1 funding event - first seen 2026-07-01
Team
- Alex Shashou - Co-Founder and Co-CEO - Shashou brings hospitality software and consumer-service commercialization experience to 10Beauty's robotic manicure rollout.
- Justin Effron - Co-Founder and Co-CEO - Effron pairs prior hospitality software company-building experience with 10Beauty's retail and salon deployment model for automated manicure machines.
- Chris Casey - Co-Founder and Chief Technology Officer - Casey supplies the robotics and consumer-hardware depth behind 10Beauty's autonomous manicure machine.
Timeline
Events
- 2026-07-01 - Funding - 10Beauty raises USD23.5M to expand robotic manicure deployments
The round was led by Story Ventures and brought total funding above USD70M. 10Beauty said deployment agreements covered about 850 machines. Named deployment partners included Ulta Beauty, Nordstrom, 7am and Belgrade Group.
Source - 2025-11-13 - Deployment - 10Beauty launches robotic manicure system at Ulta Beauty
10Beauty launched its robotic manicure system at an Ulta Beauty location in Braintree, Massachusetts. The system performed polish removal, nail filing, cuticle care, color application, top coat, and drying. The launch marked the first public retail availability of 10Beauty's full-service robotic manicure device.
Source - 2024-02-06 - Funding - 10Beauty closes $17M Series A extension, taking equity financing to $38M
Shine Capital led the $17 million Series A extension; Imaginary Ventures, Lerer Hippeau and Red Sea Ventures had led earlier rounds. 10Beauty said the first 1,000 machines were covered by pre-sale agreements with four enterprise customers, including Nordstrom and Ulta Beauty. The company planned an initial 1,000-location rollout and described a subscription model tied to each deployed manicure machine.
Source
Relations
Relationships
- Ulta Beauty
Retail Launch Site - 10Beauty launched its robotic manicure system at an Ulta Beauty location in Braintree, Massachusetts.
- Nordstrom / Ulta Beauty / salons
Early Enterprise Customers - 10Beauty disclosed pre-sale agreements for its first 1,000 robotic manicure machines.