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10Beauty

Category: Robotics / Embodied AI

A fully autonomous, salon-quality robotic platform designed to perform complete manicures—including polish removal, nail shaping, and precision application—without human intervention. 10Beauty was founded in 2020. The company is led by Alexander Shashou. Based in Burlington, USA. Team size: 45. Total funding raised: $54.5M. Latest round: Series A ($38.0M, May 2024). Key investors include ["Shine Capital","Lerer Hippeau","Imaginary Ventures","Prisma Ventures","Red Sea Ventures"].

Founded
2020
Headquarters
Burlington, USA
Team size
45
Total funding
$54.5M

Value proposition

Addresses the beauty industry's labor shortage by providing a consistent, medical-grade hygienic, and high-speed manicure (under 10 minutes) that increases service throughput for business owners.

Products and solutions

["The 10: Flagship autonomous manicure robot","Proprietary Polish Pod System: Single-use, eco-friendly polish cartridges","10Beauty Cloud: Integrated booking and maintenance software","Clockwork 'Minicure' Technology: Integrated tech stack from the 2025 acquisition"]

Unique value

While competitors focus solely on nail painting, 10Beauty is the first to automate the entire 'prep-to-finish' workflow, including the complex tasks of removing old polish and filing nails to shape.

Target customer

Professional hair and nail salons, luxury hotels and spas, department stores, and high-traffic retail environments.

Industries served

["Beauty & Personal Care","Robotics & AI","Retail Technology","Hospitality"]

Technology advantage

Utilizes advanced computer vision and 3D mapping to adapt to individual nail morphology in real-time. Business-wise, the acquisition of Clockwork has consolidated the market, giving 10Beauty the largest data set and IP portfolio in the robotic nail space.

How they differentiate

10Beauty differentiates by offering a 'full-stack' autonomous service that includes polish removal and nail shaping, whereas competitors primarily focus only on the painting/application phase.

Main competitors

["Nimble Beauty","Coral"]

Key partnerships

["Ulta Beauty (via Prisma Ventures)","Nordstrom (Retail distribution partner)","Shine Capital (Lead investor)","Target (Pilot programs via Clockwork legacy)"]

Notable customers

["Ulta Beauty","Nordstrom","Target (via Clockwork acquisition)"]

Major milestones

["Acquired primary competitor Clockwork in February 2025 to consolidate the robotic manicure market","Secured $38M Series A led by Shine Capital in May 2024","Established strategic retail partnerships with Ulta Beauty and Nordstrom for machine placement","Developed 'The 10', the first machine to automate the entire manicure process from removal to finish"]

Growth metrics

$13M+ in projected ARR from initial pre-orders; workforce of approximately 45 employees.

Market positioning

Premium B2B robotics provider targeting the professional salon, hospitality, and high-end retail sectors.

Geographic focus

North America (primarily United States)

Patents and IP

Holds a robust portfolio of proprietary IP covering robotic motion control for delicate surfaces, automated polish removal mechanisms, and a closed-loop consumable pod delivery system.

About Alexander Shashou

Alexander Shashou is a serial entrepreneur who previously co-founded ALICE, a leading hospitality operations platform. As President of ALICE, he scaled the company to over 2,500 hotels globally before its successful acquisition by Expedia Group in 2021. He began his career in investment banking at Goldman Sachs and holds a degree from the Wharton School.

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