The 10Beauty system automates the entire manicure process, from initial polish removal and cuticle care to final drying. By utilizing computer vision and precision robotics, the machine relies on single-use polish pods—similar to coffee capsules—to ensure hygiene and consistency. The company’s proprietary vegan, non-toxic polish is formulated to extend the longevity of the service beyond standard salon applications.
Currently, the firm is operational within Ulta Beauty locations in the Greater Boston area and is scaling into the Chicago market. Recent expansion efforts include installations at Nordstrom in Natick, Massachusetts, and a new Ulta Beauty flagship store in Naperville, Illinois. The company has also moved into the service sector, securing partnerships with 7am in Chicago and the Belgrade Group in Boston. With agreements already in place for approximately 850 machines, the fresh injection of capital will support further technology development and the logistical demands of a broader national rollout. Co-CEO Alex Shashou emphasized that the goal is to integrate high-quality, repeatable beauty services into the daily routines of consumers by placing them in high-traffic retail environments.
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