Boston-based robotics company 10Beauty is partnering with Ulta Beauty to introduce a five-step robotic manicure system, marking a significant step forward in automated beauty services. The innovative device, developed since 2019, aims to redefine the manicure experience and will launch at select Ulta locations beginning this fall.
A New Era of Beauty Automation
10Beauty’s robotic manicure system stands out by offering a fully automated, comprehensive manicure process. Unlike earlier nail-painting devices, this machine performs multiple steps, including nail polish removal, cuticle care, nail filing without blades, application of colored polish, and a topcoat finish. The process, customizable to individual preferences, takes between 25 to 45 minutes and costs $30.
Alexander Shashou, co-founder and co-CEO of 10Beauty, explained the inspiration behind the product. "We looked at where the world has changed, but the product hasn’t much, and beauty services stuck out like a sore thumb", he said. Shashou established the company with Justin Effron, with whom he previously co-founded Alice, a hotel management software.
Technology Backed by Expertise and Innovation
The 10Beauty team comprises 50 robotics engineers, including talent from Keurig, Shark Ninja, and Roomba. The system utilizes single-use, recyclable "Manicure Pods" containing all necessary materials such as sponges, cuticle serum, and polish brushes. Shashou likened the pods to familiar single-serve coffee systems: "It’s similar to a Keurig or a Nespresso machine, where the machine picks up these tools, uses them on your nails, and puts them back in the pod, which you can then recycle."
To ensure ease of use, nail technicians will initially be stationed next to the machines during the pilot phase to assist customers and provide guidance on the autonomous robotic process. "For most customers, this will be their first time interacting with an autonomous robot - the purpose of the nail techs will be to educate people on what’s happening, make sure they’re comfortable and help them customize the manicure", Shashou added.
The Road to Market
The device will debut at Ulta’s Braintree, Massachusetts, location, with a second rollout planned in Everett, Massachusetts. If the pilot proves successful, 10Beauty plans to expand into more Ulta locations across the Northeast by January. The company has already presold approximately 1,000 units to retailers such as Nordstrom, as well as to hotels, gyms, and other businesses.
Amiee Bayer-Thomas, chief retail officer at Ulta Beauty, described the partnership as a strategic opportunity to explore new service offerings. "This pilot represents an opportunity to test and learn how emerging services - like manicures - might complement and perform alongside our existing salon, makeup, skin care, and brow offerings", she said.
A Vision for the Future
10Beauty’s acquisition of competitor Clockwork earlier this year provided valuable insights that have shaped its current system. Clockwork, known for its faster but simpler $20 "minicures", offered only nail painting, whereas 10Beauty aspires to deliver a full-service experience. "We want to service both the DIY, at-home nails customer, as well as those who pay to get their nails done by a professional - in order to do what we need to offer the full manicure, not a nail-painting device that requires people to remove their own polish and file their own nails", Shashou explained.
Looking ahead, 10Beauty plans to expand its innovations beyond nail services. "The next wave of beauty innovation is through automation", said Shashou. While the company is currently focused on manicures, it envisions future technologies that could tackle other beauty services, from skincare application to Botox delivery, based on consumer demand.
As the company prepares for its launch, it aims to not only provide a more efficient manicure experience but also to redefine how automation can transform the beauty industry. With its initial rollout at Ulta, 10Beauty is poised to make a lasting impression in the world of beauty tech.
