LUUM
Category: Robotics / Embodied AI
An AI-powered robotics platform that automates the application of eyelash extensions using advanced computer vision and precision robotics. LUUM was founded in 2017. The company is led by Jo Lawson. Based in Oakland, USA. Team size: 11-50. Total funding raised: $32.1M. Latest round: Series A (Nov 2024). Key investors include Prisma Ventures (Ulta Beauty), Nordstrom, Long Journey Ventures, Artifact Capital, Boardman Bay Capital Management.
- Founded
- 2017
- Headquarters
- Oakland, USA
- Team size
- 11-50
- Total funding
- $32.1M
Value proposition
Reduces the time for a full set of eyelash extensions from 2+ hours to approximately 20-30 minutes while ensuring superior precision, safety, and consistency.
Products and solutions
LUUM Precision Lash Robot (Hardware), AI-Driven Lash Mapping & Computer Vision Software, Proprietary Lash Adhesive and Application Kits, Automated Studio Management Interface
Unique value
The first company to successfully commercialize a fully automated, robotic solution for the delicate task of eyelash isolation and application, a process previously thought to require human dexterity.
Target customer
Major beauty retailers (Ulta, Nordstrom), professional lash studios, and high-end department stores.
Industries served
Beauty & Personal Care, Robotics & Automation, Retail Technology, Consumer Services
Technology advantage
Leverages high-speed computer vision for real-time eye tracking and 'feather-light' robotic end-effectors. The founding team’s background in medical robotics (Ekso Bionics) provides a significant engineering advantage in human-robot interactivity.
How they differentiate
Proprietary 'feather-light' robotic end-effectors and AI computer vision specifically engineered for high-precision lash isolation, reducing application time from 2 hours to 20-30 minutes.
Main competitors
Clockwork, 10Beauty, Lashify, Amazing Lash Studio
Key partnerships
Ulta Beauty (via Prisma Ventures), Nordstrom (Retail pilot partner), Long Journey Ventures, Artifact Capital
Notable customers
Ulta Beauty, Nordstrom
Major milestones
Named one of TIME's Best Inventions of 2024, Closed $30M Series A funding round in November 2024, Appointed former Apple and PayPal executive Jo Lawson as CEO in late 2024, Launched successful retail pilots with Ulta Beauty and Nordstrom
Growth metrics
Estimated $1.8M ARR (Pre-Series A); service speed is 3x-4x faster than manual application.
Market positioning
Premium B2B2C beauty automation leader partnering with tier-one retailers.
Geographic focus
North America (primarily United States)
Patents and IP
Holds multiple patents related to robotic eyelash application, including systems for lash isolation, adhesive dispensing, and computer-vision-guided placement (e.g., US Patent 11,051,571).
About Jo Lawson
Jo Lawson is a seasoned marketing and product executive with over 20 years of experience at global technology and retail brands. Prior to being named CEO of LUUM in November 2024, she served as the company's President. Her previous leadership roles include Senior Director of Global Marketing at PayPal, where she led go-to-market strategies for Crypto and BNPL, and over a decade at Apple as Director of Global Retail Marketing and Brand Experience. She also served as General Manager of Wearable Devices at Movado Group.
Official website: https://www.luumlash.com