LUUM
LUUM is a beauty-tech company that uses AI-powered robotics and computer vision to automate eyelash extension services, serving individual consumers through company-owned Lash Lab studios and embedded locations inside Ulta Beauty and Nordstrom stores.
- Company typePrivate
- Founded2017
- HeadquartersOakland, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What LUUM does
LUUM is a beauty-tech company founded in 2017 and headquartered in Oakland, California, that operates AI-powered robotic eyelash extension services for individual consumers. The company combines proprietary precision robotics, computer vision, and neural network software with human lash artists to deliver lash applications in approximately half the time of manual application, and serves end consumers through company-owned Lash Lab studios as well as embedded service locations inside Ulta Beauty and Nordstrom retail stores across California, Texas, New York, and Illinois.
The core technology stack centers on a robotic arm fitted with feather-light plastic wands that apply individual lash extensions while a computer vision system tracks eyelash position in real time at micro scale and pauses the robot if the client moves. Neural networks process each session to improve future precision, a patented magnetic release mechanism ensures safe wand detachment if interrupted, and a proprietary blue light-cured cyanoacrylate adhesive (non-UV) bonds extensions faster and more durably than traditional methods. The technology is supported by a dedicated Director of Machine Learning and in-house ML engineering, with no disclosed third-party model dependency.
LUUM's business model is predominantly transactional, with revenue from per-appointment lash extension services and within-24-day refill visits priced on inquiry. The company has signaled a planned shift toward recurring revenue through forthcoming memberships and bundled packages, while also offering gift cards and a referral program. Distribution is hybrid: company-operated Lash Lab studios plus channel partnership with Ulta Beauty and Nordstrom, where Ulta Beauty is also an equity investor. LUUM closed a $30 million Series A in November 2024, bringing cumulative disclosed funding to over $44 million, with stated use of funds for market expansion and new product launches.
LUUM firmographics
Firmographics- Name
- LUUM
- Legal name
- LUUM, Inc.
- Website
- https://luumlash.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LUUM is a beauty-tech company that uses AI-powered robotics and computer vision to automate eyelash extension services, serving individual consumers through company-owned Lash Lab studios and embedded locations inside Ulta Beauty and Nordstrom stores.
- Ownership category
- akta.pro rank
LUUM industry classification
Industry- Product category
- Beauty Technology Services
- NAICS
- Hair, Nail, and Skin Care Services (81211), Computer Systems Design and Related Services (54151)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845), Surgical & Medical Instruments & Apparatus (3841)
- akta.pro primary industry
- Eyelash Extensions (Classic/Hybrid/Volume) (HSALAIAH)
- akta.pro secondary industries
- Eyelash Lift / Lash Perm Services (HSALAIAI), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)
Keywords
Where LUUM is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
LUUM business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Lash Extension Services: Direct consumer payments for lash extension appointments at LUUM locations. Service includes initial application and refill appointments within 24 days.
- Memberships: Recurring membership programs for regular clients (mentioned as coming soon on website).
- Gift Cards: Gift card sales for lash extension services.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
LUUM product offering
Product offeringCore offering
LUUM delivers AI-powered robotic eyelash extension services that combine precision robotics, computer vision, and neural-network-based AI with expert lash artistry. Services are sold directly to consumers at company-owned Lash Lab studios and at embedded service desks inside Ulta Beauty and Nordstrom retail stores across California, Texas, New York, and Illinois. Supporting offerings include refill appointments, gift cards, and forthcoming membership and package programs.
Product overview
LUUM is a beauty-tech company offering AI-powered robotic lash extension services. The core product is the LUUM Lash Extensions service, which combines proprietary precision robotics, computer vision, and AI technology with expert lash artistry. The service is delivered at retail partner locations (Ulta Beauty, Nordstrom, and standalone Lash Lab studios) where clients receive lash applications performed by LUUM's robotic system while guided by a master lash artist. Additional offerings include refills, gift cards, and upcoming memberships and packages.
Differentiator
Problem solved
Functional benefit
Products and services
- LUUM Lash Extensions
Quantifiable outcome
- 50% reduction in lash service time
- +2 more outcomes
Companies that use LUUM
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
LUUM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
LUUM partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Ulta BeautycoreLUUM deploys its AI-powered robotic lash extension technology in Ulta Beauty retail locations, offering customers innovative beauty services. Ulta provides physical retail space and customer access while LUUM provides the technology and service delivery.
- NordstromcoreLUUM operates its robotic lash extension services within Nordstrom stores, providing luxury beauty services to Nordstrom's customer base. Nordstrom provides retail locations in premium shopping centers while LUUM provides technology and services.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
LUUM competitors and assessment
Company assessmentDirect peers
- Amazing Lash Studio: Largest U.S. eyelash extension franchise with 200+ studios offering professional lash application services. Directly comparable to LUUM as a multi-location lash extension service provider competing for the same consumer spend, though without the AI/robotics delivery model.
- The Lash Lounge: Multi-location eyelash extension and brow services franchise operating across the U.S. with a similar service menu (lash extensions, refills, lifts). Comparable in customer target and category, differing in non-automated, lash-artist-delivered service model.
- Deka Lash: National eyelash extension franchise with 80+ studios focused exclusively on lash services and memberships. Closely mirrors LUUM's service menu and recurring-refill economics, providing a like-for-like benchmark for unit economics and customer retention in lash services.
Broad incumbents
- Ulta Beauty: ~1,400-store U.S. beauty retailer that is simultaneously LUUM's largest distribution partner and a Series A investor. Comparable as the broader retail context in which LUUM operates and as the strategic counterparty whose alignment materially drives LUUM's growth trajectory.
- Sephora: Global multi-brand beauty retailer with an extensive U.S. store footprint and growing in-store services portfolio. Comparable as a likely future retail partner or competitive incumbent for embedding automated beauty services into premium retail environments.
- BeautyHealth Company (HydraFacial): Public beauty-technology company commercializing HydraFacial device-based treatments delivered through partner spas and retailers. Comparable as a beauty-tech precedent combining proprietary hardware + service delivery + retail partnerships, with a much larger revenue base and public-market validation.
Emerging players
- Lashify: Direct-to-consumer at-home lash extension system with patented DIY application tools. Comparable as a competing model for the lash extension consumer, attacking the same end use case through self-application rather than robotic in-store service.
- CurrentBody: Beauty-tech retailer specializing in at-home clinical-grade beauty devices (LED masks, microcurrent, etc.). Comparable in combining proprietary tech-driven beauty treatments with a retail/DTC distribution model aimed at consumers seeking technology-enhanced beauty outcomes.
Others
- Therabody: Beauty/wellness device company selling proprietary hardware (percussive therapy, LED, etc.) through retail and DTC channels. Comparable as a beauty/wellness tech brand that monetizes hardware in retail and demonstrates a viable path from device innovation to scaled consumer brand.
- FOREO: Global beauty-tech brand selling proprietary devices (LUNA, UFO LED masks) across beauty retail and DTC. Comparable as another example of a beauty-tech hardware brand that has scaled through major retail partnerships and built premium positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
LUUM social profiles
Digital presenceLUUM financial estimates
Financial estimateRevenue estimate
Valuation estimate
LUUM leadership team
Management profileNumber of profiles
Profiles2 records
LUUM funding detail
Funding detailFunding overview
Funding rounds8 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LUUM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LUUM
What does LUUM do?
LUUM delivers AI-powered robotic eyelash extension services that combine precision robotics, computer vision, and neural-network-based AI with expert lash artistry. Services are sold directly to consumers at company-owned Lash Lab studios and at embedded service desks inside Ulta Beauty and Nordstrom retail stores across California, Texas, New York, and Illinois. Supporting offerings include refill appointments, gift cards, and forthcoming membership and package programs.
Is LUUM a public or private company?
LUUM is a private company. It is classified as venture growth investor backed and is currently operating.
When was LUUM founded?
LUUM was founded in 2017. It employs 11 to 50 people.
Where is LUUM based?
LUUM is headquartered in Oakland, United States, in the North America region.
How does LUUM make money?
Three revenue lines are on record. Lash Extension Services are the primary driver. The others are memberships and gift Cards.
Who are LUUM's main competitors?
Direct peers on record are Amazing Lash Studio, The Lash Lounge and Deka Lash. Broad incumbents are Ulta Beauty, Sephora and BeautyHealth Company (HydraFacial). Emerging players are Lashify and CurrentBody. Others are Therabody and FOREO.
Does LUUM have an API?
No public API is recorded for LUUM.
What industry is LUUM in?
LUUM's product category is Beauty Technology Services. Its primary akta.pro industry code is HSALAIAH, Eyelash Extensions (Classic/Hybrid/Volume), with a secondary code of HSALAIAI, Eyelash Lift / Lash Perm Services. Its NAICS code is 81211 and its SIC code is 3845.