10Beauty

What 10Beauty does

10Beauty is a Burlington, Massachusetts-based beauty robotics company that designs, manufactures, and deploys an automated five-step robotic manicure machine for in-store use at retail and partner venues. The platform integrates a custom-engineered robotic system (multi-axis robotics) with AI and computer-vision nail-painting technology acquired from Clockwork in February 2025, enabling polish removal, cuticle care, filing, color application, and top coat without any blade. Each manicure is powered by a single-use, single-customer pod containing all required tools, paired with a curated 16-free natural polish library, and is booked and customized through the 10Beauty app.

The company generates revenue primarily through a B2B motion: machines are leased to venue partners under a Manicure Machine Lease Agreement with recurring Lease Fees and recurring/usage-based Pod Fees (consumables), plus a one-time Professional Services Fee for setup and optional additional services. Venue economics are positioned at roughly $30,000 profit potential per machine per venue with ~45-minute customer-in-seat times. Consumer-side pricing is not publicly disclosed; bookings flow through the 10Beauty app and integrate with Vagaro at partner venues.

Go-to-market is multi-channel, combining direct B2B sales to enterprise retail (Ulta Beauty, Nordstrom, and a Walmart pilot), channel/venue partnerships with independent nail and hair salons (James Joseph Salon, 7AM Nail Care), and planned expansion into hotels and fitness centers. Total cumulative funding is approximately US$70 million as of June 2026, including a US$23.5 million Story Ventures-led round. Live deployments at launch span Massachusetts and Illinois, with signed agreements covering 850 machine locations across beauty retail, department stores, hotels, fitness centers, nail salons, and hair salons.

Name

10Beauty

Legal name

10Beauty

Website

https://10beauty.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

10Beauty builds and leases an automated five-step robotic manicure machine with AI-powered color application, deployed at retail and partner venues including Ulta Beauty, Nordstrom, hotels, fitness centers, and salons.

Ownership category

akta.pro rank

Product category

Beauty Robotics / Robotic Manicure Systems

NAICS

Nail Salons (812113)

akta.pro primary industry

Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE)

Keywords

• Robotic manicure systems
• Automated nail care
• Beauty robotics
• Manicure automation
• Robotic nail painting

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Machine leasing (Lease Fees): Recurring B2B revenue from leasing the 10Beauty manicure machine to partner businesses (Lessees). First Lease Fee due in advance upon execution; subsequent Lease Fees per Agreement terms. Non-refundable except as expressly provided.
2. Pod Fees (consumable): Recurring/usage-based revenue from sale of single-use manicure pods to Lessees for use with the Machine. Each pod powers one manicure for one customer. Pod Fees are non-refundable except as set forth in the Agreement.
3. Professional Services Fee: One-time setup and configuration fee per Machine, intended to cover onboarding and installation.
4. Additional Services: Custom services, custom enhancements, consulting, support, maintenance, or other services relating to the Machine and/or Pods, not included in standard Maintenance and Support Services — governed by a Services Agreement.
5. Machine replacement / damage fees: Lessee pays an $800 replacement cost per Machine destroyed beyond repair due to Lessee's negligence or willful misconduct.
6. Replacement pod retail (consumer): Consumer-facing pod-based delivery model where each manicure is sold as a single-use experience at partner locations, generating transaction revenue via the 10Beauty app.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

10Beauty designs, manufactures, and deploys a fully automated, five-step robotic manicure machine that performs polish removal, cuticle care, filing, color application, and top coating without any blades. The system is sold or leased B2B to retail and salon venues (Ulta Beauty, Nordstrom, independent salons), with revenue generated from recurring machine lease fees, consumable single-use manicure pods, and one-time professional services fees. End consumers book and customize the service at partner venues through the 10Beauty app.

Product overview

10Beauty sells a single integrated robotic-manicure platform composed of three named components — the 10Beauty Manicure Machine (the core robot), the 10Beauty Station (the in-location hardware housing), and the 10Beauty App (the booking, customization, and operations software) — which together are paired with proprietary single-use 10Beauty Manicure Pods and a curated Core and Seasonal 16-free polish catalog to deliver a fully automated, five-step manicure. The 10 Lab program and a B2B partner offering extend the platform to early-access consumers and retail/hospitality locations (Ulta Beauty, Nordstrom, Walmart, James Joseph Salon, 7AM Nail Care), and the product line now incorporates the AI-powered nail-painting technology from the acquired company Clockwork.

Differentiator

Problem solved

Functional benefit

Products and services

• 10Beauty Robotic Manicure Machine Custom-engineered robotic system that delivers a full five-step salon manicure (polish removal, cuticle care, filing, color application, and top coat) without any blades, designed for precise, consistent results in retail and partner locations. Built on AI/computer-vision nail painting IP acquired from Clockwork and paired with single-use 10Beauty Manicure Pods.
• 10Beauty Manicure Pods Single-use, all-in-one manicure pods that hold every tool required for an individual manicure, used with the 10Beauty Machine to deliver a hygienic, no-shared-equipment service. Each pod is dedicated to a single customer to eliminate cross-contamination; hand and arm rests are sanitized between uses.
• 10Beauty for Business (B2B Partner Program) B2B partner program that places the 10Beauty Manicure Machine, Station, and App into premium retail and hospitality locations under a Manicure Machine Lease Agreement with recurring Lease Fees, recurring Pod Fees, and a one-time Professional Services Fee. Includes maintenance and support, with custom additional services available via separate Services Agreements.

Quantifiable outcome

• ~$30K profit potential per machine for venue partners
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core — acquired, flagship launch partner, minor / venue partner and operational infrastructure.

• Clockworkcore — acquiredStrategic or Co-development Partner · 25 February 202510Beauty acquired Clockwork, the AI-powered nail painting robot company, on Feb 25, 2025. The transaction integrates Clockwork's intellectual property and AI technology into 10Beauty's product line and is central to the launch of 10Beauty's automated manicure system.
• Ulta Beautyflagship launch partnerChannel Partner/ Reseller/ Distributor10Beauty is a launch partner with Ulta Beauty — the first five-step robotic manicure machine launched at an Ulta Beauty location in Boston, and machines are now live at Ulta Beauty - Everett (MA) and Ulta Beauty - Naperville (IL). Boston-area Braintree Ulta was the site of the global rollout in November 2025. Ulta is one of the marquee retailers in 10Beauty's 850 signed deployment agreements.
• Nordstromflagship launch partnerChannel Partner/ Reseller/ DistributorNordstrom is a launch partner — 10Beauty's robotic manicure is available at Nordstrom, 290 Speen St, Natick, MA 01760. Nordstrom is one of the marquee launch partners named in the company's $23.5M funding announcement.
• James Joseph Salonminor / venue partnerChannel Partner/ Reseller/ DistributorIndependent hair salon partner — 10Beauty robotic manicure offered at James Joseph Salon, Arsenal Yards, 61 Bond St, Watertown, MA 02472. Bookings flow through BookedBy.
• 7AM Nail Careminor / venue partnerChannel Partner/ Reseller/ DistributorIndependent nail salon partner — 10Beauty robotic manicure offered at 7AM Nail Care, 414 E Grand Ave, Chicago, IL 60611, supporting the Chicago-area expansion.
• Vagarooperational infrastructureTechnology or Integration10Beauty integrates with the Vagaro booking platform for partner-venue appointments; consumer "Book Now" CTAs across Ulta, Nordstrom and 7AM Nail Care all route through Vagaro scheduling URLs.
• Google (Google Analytics)operational infrastructureTechnology or Integration10Beauty uses Google Analytics (Google LLC) on its website for analytics and site-performance measurement, loaded only after user consent per the privacy policy.
• Meta Platforms (Meta Pixel)operational infrastructureGTM or Marketing Partner10Beauty uses the Meta Pixel for advertising measurement and cross-context behavioral advertising; loaded only after user consent per the privacy policy.
• HubSpotoperational infrastructureTechnology or Integration10Beauty uses HubSpot's tracking code for marketing and email automation, per the privacy policy.

Scale indicators10 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Sephora: Sephora is a global beauty retailer that has experimented with in-store beauty tech services and could represent a future deployment venue for 10Beauty. It is a strategic peer because it controls significant retail-floor real estate and influences the pace at which beauty automation gets adopted at scale.
• L'Oréal: L'Oréal is a global beauty conglomerate that has invested heavily in beauty technology (including acquisitions and in-store tech pilots). It is a strategic peer because of its scale advantages, brand portfolio, and capacity to either partner with or compete against 10Beauty in deploying automated beauty services in retail.
• Estée Lauder Companies: Estée Lauder is a global beauty conglomerate with a portfolio of prestige brands sold through department stores such as Nordstrom (10Beauty's other launch partner). It is a strategic peer because department-store beauty-floor relationships and prestige-brand strategy will shape how 10Beauty's machines are positioned alongside human beauty advisors.
• Ulta Beauty: Ulta Beauty is 10Beauty's flagship launch partner and one of the largest specialty beauty retailers in the U.S. While not a direct competitor, Ulta shapes the beauty-retail floor 10Beauty sells into, pilots competing in-store service concepts, and is itself an incumbent whose strategy directly affects 10Beauty's distribution.
• Perfect Corp. Perfect Corp. is an established AI/AR beauty technology vendor providing virtual try-on, AI skin diagnostics, and SaaS tools to beauty brands and retailers. It operates across a much broader portfolio than 10Beauty but competes for the same enterprise-software budget inside beauty retail — making it an incumbent peer in beauty tech rather than a direct robotic-service competitor.
• Sally Beauty Holdings: Sally Beauty is a major beauty products retailer with a large U.S. store footprint serving both consumers and salon professionals. It is a potential distribution and deployment channel for 10Beauty's robotic manicure and a comparable beauty-services retail incumbent.

Direct peers

• LUUM: LUUM builds and deploys robotic systems for automated beauty services (notably lash application) inside retail partner locations. It mirrors 10Beauty's model of placing a robotic station inside a host venue and monetizing through service transactions, making it the closest direct comparable in beauty-service robotics.

Others

• Function of Beauty: Function of Beauty is a personalized beauty products brand that uses technology and consumer-input data to customize formulations at scale. It is a thematically related peer demonstrating the broader pattern of technology-enabled, on-demand beauty experiences that 10Beauty also targets — though it is product- rather than service-based.
• Prose: Prose is a personalized hair- and beauty-care brand that combines consumer data, AI, and a custom-manufacturing model to deliver individualized products. Like 10Beauty, it represents the broader trend of data- and tech-driven personalization in beauty, making it a thematically comparable though not directly competitive peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/10beauty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors11 records

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

M&A1 record

Investments

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

Frequently asked questions about 10Beauty