In today’s fast-paced world, people often overlook the importance of self-care, especially something as simple as a manicure. Alexander Shashou, the co-founder of 10Beauty, identified this gap when he stated, “Everything about your life is different today, except for your manicure. And that’s a problem.” At a gathering of beauty professionals at Lavan Midtown, he shared insights about their innovative robotic manicure machine, a solution crafted for those who want to maintain elegance without sacrificing valuable time.
Shashou and his partner, Justin Effron, embarked on their journey in 2013 with a different vision—creating a hotel management software called Alice, designed to improve hospitality by streamlining staff tasks. After successfully working with 4,000 hotels and eventually selling Alice to Expedia, they faced a common dilemma: what to pursue next. That’s when they pivoted towards the beauty industry, inspired by the notion of a robotic manicure service that could deliver beauty services efficiently and accessibly.
A driving force behind this innovation was a deeply personal motivation: their wives, both of whom balance demanding careers and family life, rarely have time for themselves. The duo realized that while nail care products have evolved, the manner in which they are delivered hasn’t kept pace. Shashou emphasized, “When you change the delivery of something, you can change the entire experience.” Their vision is akin to enjoying a cup of coffee — a quick and effortless act of self-care that should be accessible anywhere, anytime, even at home.
The duo’s passion translated into a machine that combines cutting-edge technology with user-centered design. Engineers from famed brands like Shark and Roomba collaborated on the project, which features advanced capabilities that mirror human nail technicians’ skills. The robotic manicure machine can perform the entire manicure process in just 25 to 45 minutes. With seven cameras mapping a three-dimensional model of the hands and nails, it ensures a precise and tailored experience that includes removing old polish, buffing cuticles, shaping nails, and applying a fresh coat of vegan, nontoxic polish in 30 different shades.
Yet, Shashou believes that this is just the beginning. “This is just a delivery system,” he stated, indicating that the future could allow anyone—individuals or brands—to create their custom nail polish lines integrated directly into the machine. With over six years of development and $50 million in investments, the robot is now making its debut in a limited number of Ulta Beauty stores, with plans for widespread availability in major retailers and salons.
In a world where self-care is often deemed a luxury, Shashou and Effron’s vision is to democratize beauty through technology. By marrying convenience with innovation, their robotic manicure machine aims to empower people to reclaim snippets of time and indulge in self-pampering, transforming a mundane task into a delightful experience. As they roll out their product, 10Beauty is set to redefine how we think about beauty and the ease with which we can incorporate it into our daily lives.
