The Rise of Robotic Manicures: A New Era in Beauty Services
Robotic manicures are poised to change the way we think about nail care, and a Boston-based company named 10Beauty is leading the charge. Set to debut their innovative five-step manicure machine this fall at Ulta Beauty, the company has been twirling its gears since 2019. With a talented team of engineers from reputable brands like Keurig and Roomba, as well as endorsements from high-profile investors including Victoria Beckham and Karlie Kloss, 10Beauty envisions this robotic manicure as the precursor to a range of automated beauty services. The company’s co-founders, Alexander Shashou and Justin Effron, previously founded a hotel management software company acquired by Expedia, illustrating their entrepreneurial prowess and keen understanding of market needs.
Shashou highlights a critical area within beauty services that has remained stagnant over the years. "We looked at where the world has changed, but the product hasn’t much," he explains. This insight has propelled the team of about 50 engineers to create a system that not only applies polish but also removes it, files nails, and attends to cuticles—all without the use of traditional blades. The proposed service will cost around $30 and take between 25 and 45 minutes, depending on the specific steps chosen by the customer. For those wary of conventional nail salons or simply short on time, this could prove to be a game-changer.
The 10Beauty machine employs single-use “Manicure Pods,” akin to coffee pods from machines like Keurig or Nespresso. Each pod contains all necessary materials, from cuticle serum to polish brushes, which are used and then disposed of responsibly. This eco-conscious approach aligns well with modern consumers’ increasing focus on sustainability. As Amiee Bayer-Thomas, chief retail officer at Ulta, puts it, this pilot program allows them to explore how new services like automated manicures can enhance their existing offerings in salon, skincare, and beauty.
Currently, 10Beauty has presold approximately 1,000 of these machines to various retailers, including Ulta and Nordstrom, as well as gyms and hotels. The initial launch will take place at Ulta’s location in Braintree, Massachusetts, with another site following shortly in Everett. This strikes a chord with many who are eager to test the waters of technology-intertwined beauty services. Traditionally, there have been attempts to introduce automated nail-painting devices, but none have successfully penetrated the broader market—until now.
What sets 10Beauty apart is its comprehensive service. Shashou emphasizes the company’s intention to serve both DIY enthusiasts and those seeking professional nail care. During the initial pilot, licensed nail technicians will be present to guide customers through the process, ensuring a comfortable experience. He acknowledges that for many customers, this will be their first interaction with an autonomous robotic service. The presence of human professionals aims to alleviate concerns and enhance user engagement.
As for the longevity of these manicures, customers can expect results that last between seven to ten days, with plans for longer-lasting options down the road. If the Boston pilot proves successful, there are plans for an expansion across more Ulta locations in the Northeast. Looking ahead, Shashou hints at a broader vision: developing autonomous technologies that could pave the way for other beauty services, including skincare applications and even cosmetic procedures. As he succinctly puts it, “The next wave of beauty innovation is through automation.” The journey has only just begun, but with 10Beauty at the forefront, the future of beauty could be radically redefined in the coming years.
