10Beauty bags $23.5 million in funding to expand robotic manicures across retailers and salons
Robotics company, 10Beauty, has raised $23.5 million in a funding round led by Story Ventures, bringing total funding to more than $70 million.
The firm’s machine performs the full manicure workflow, including polish removal, nail shaping, cuticle care, colour application, top coat, and drying. The system uses computer vision and precision robotics, while single use polish pods, similar in form to a coffee capsule, help make each manicure hygienic and repeatable. 10Beauty’s proprietary polish is vegan, non-toxic and designed to deliver a traditional manicure that lasts longer than a typical traditional polish manicure.
10Beauty is currently live with Ulta Beauty in Greater Boston and is now expanding to Chicago. New sites include Nordstrom in Natick, Massachusetts, Ulta Beauty’s new flagship store in Naperville, Illinois, 7am in Chicago is the company’s first nail salon partner, and the Belgrade Group in Boston its first hair salon partner. It has agreements in place for ~850 machines across its first retail partners.
The new funding will support technology development, operational readiness, and the broader roll-out of 10Beauty across retail and salon partners.
“We’re rethinking how beauty services get delivered, starting with the traditional manicure,” says Alex Shashou, Co-founder and co-CEO at 10Beauty. “People love manicures, but the experience has historically been hard to fit into everyday life. Our vision is to make a beautiful, long lasting manicure more consistent, more convenient, and available in the places people already are. This funding helps us continue learning in real environments and expand with the right partners.”
“10Beauty is at the forefront of the robotics-as-a-service movement we are seeing today,” says Jake Yormak, Founding Partner at Story Ventures. “They are tackling a massive service category that is frequent, repeatable, and highly valued by consumers. By combining robotics, computer vision, and a thoughtful consumer experience, 10Beauty is creating a new model for how beauty services are delivered, while demonstrating a level of commercial traction that is rare to see in robotics.”
2026 RTIH Innovation Awards
Robotics will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
