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10Beauty
Develops and sells a fully automated, five‑step manicure machine that performs salon‑quality manicures without human intervention
About 10Beauty
10Beauty is a robotics-driven beauty technology startup based in Burlington, Massachusetts. Founded in 2020, the company is spearheading what it terms “Intelligent Beauty” through its primary product, The 10—the world’s first fully autonomous, five-step manicure machine.
Designed for deployment in salons, gyms, hotels, and retail settings, The 10 enables users to receive a salon-quality manicure without a technician. The machine performs the entire process: polish removal, cuticle brushing, filing, shaping, polish application, and drying—all initiated via a mobile app. The process is completely blade-free and tailored for safety and ease of use.
After multiple prototyping stages, 10Beauty brought The 10 to commercial readiness. Its first production run sold out entirely, generating over $13 million in annual recurring revenue through enterprise partnerships. The product is currently deployed or in the pipeline at locations including Nordstrom, Ulta Beauty, and premium salons.
The company has raised approximately $54.5 million in venture funding. Its backers include Shine Capital, Imaginary Ventures, Lerer Hippeau, and Red Sea Ventures. The leadership team is co-led by Alex Shashou and Justin Effron—former hospitality tech founders—and CTO Chris Casey, a robotics expert known for his work on the original iRobot Roomba.
The company emphasizes a fast-paced, inclusive, and engineering-centric culture. Internally, team members cite strong collaboration and a shared commitment to reshaping beauty services through advanced automation.
Source: Dealroom company dataAt a glance
- Status
- Operational
- Founded
- 2018
- Headquarters
- Burlington, United States
- Employees
- 61
- Open positions
- 11
- Dealroom signal
- 86.4/100
- Industry
- Wellness Beauty
- Sector
- Robotics, Beauty, Health and Beauty, Core AI, Business Robots, Beauty Salons, Wellness and Beauty, AI Applications
- Technology
- Artificial Intelligence, Hardware, Deep Tech, Mobile app
- Business model
- Manufacturing
- Client focus
- b2b
- Investment activity
- 1 company, latest Feb 2025
- Capital deployed
- —
- Preferred round
- ACQUISITION
Knowledge graph
More headlines
Funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| EARLY VCOther financing | May 2026 | $24M | $94M | Imaginary Ventures · Victoria Beckham · Story Ventures | ↗ |
| SERIES AOther financing | Feb 2024 | $17M | $105M | Imaginary Ventures · Red Sea Ventures · Lerer Hippeau · Shine capital | ↗ |
Financials
Revenue, earnings and other financial measures where available. Years marked “E” are estimates.
Growth signals
Latest recorded traffic for 10Beauty is 5.3K monthly website visits, up 8.2% over the last three months. 10Beauty's team grew 15.1% over the past year.
Open positions
Similar companies
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Investments and acquisitions
Recent portfolio relationships for companies that also act as investors or acquirers.
Investors
From Dealroom's funding and investor records, grouped by the round each investor first entered.
Series A6 investors entered at this stage
Lerer Hippeau
Red Sea Ventures
Imaginary Ventures
Shine capital
Story Ventures
Victoria Beckham
Source: Dealroom Talent Intelligence.
Global footprint
team presence
Market sentiment
An AI-synthesised read of the highest-engagement posts about 10Beauty on X, ranked by likes and reposts, corporate channels excluded.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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