LUUM

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.

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

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

• Robotic lash extensions
• Beauty automation services
• AI lash application
• Automated eyelash services
• Computer vision beauty tech

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Lash Extension Services: Direct consumer payments for lash extension appointments at LUUM locations. Service includes initial application and refill appointments within 24 days.
2. Memberships: Recurring membership programs for regular clients (mentioned as coming soon on website).
3. Gift Cards: Gift card sales for lash extension services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 21 November 2024LUUM 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.
• NordstromcoreChannel Partner/ Reseller/ Distributor · 21 November 2024LUUM 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

Direct 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

• Instagraminstagram.com/luumlash
• Xx.com/luumlash1
• Facebookfacebook.com/luumlash
• LinkedInlinkedin.com/company/luumlash

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds8 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LUUM