The automated manicure is moving out of the novelty phase and into the mainstream.
10Beauty, the Boston-area startup using robotics to perform full manicures, has raised $23.5 million in new funding and plans to expand its automated nail service to more retail stores and salon locations across the U.S.
The company already operates robotic manicure stations in select Ulta Beauty stores in the greater Boston area. Next up: installations in a Nordstrom store in Natick, MA; in Ulta Beauty's new flagship store in Naperville, IL; and in salons run by in 7am in Chicago, which will become the company's first nail salon partner; and by the Belgrade Group in Boston, its first hair salon partner.
10Beauty says it has agreements in place to deploy roughly 850 machines across its initial retail partners, signaling a much broader rollout ahead.
The company's proprietary system performs a full traditional manicure from polish removal and nail shaping to cuticle care, color application, top coat, and drying — all using computer vision, robotics, and proprietary single-use nail polish pods (similar to coffee pods).
The expansion reflects growing interest in technology that blends convenience with professional beauty services. Longer term, the company envisions bringing its robotic manicure systems to destinations such as fitness clubs and hotels.
The company's latest funding round was led by Story Ventures and brings its total funding to more than $70 million. Alongside venture capital firms, 10Beauty has attracted a roster of celebrity investors including Karlie Kloss, Victoria Beckham, Bethenny Frankel, and sisters Sara and Erin Foster.