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10Beauty
Robotics · Burlington, United States · Founded 2018
Develops and sells a fully automated, five‑step manicure machine that performs salon‑quality manicures without human intervention MoreLess
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.
Keywords: 10Beauty, The 10, robotic manicure, Intelligent Beauty, Burlington startup, salon automation, beauty tech, venture-backed, Ulta Beauty, Nordstrom, nail care innovation, hardware startup, autonomous beauty devices, robotics in beauty, mobile-activated manicure, subscription revenue, non-invasive beauty tech
Company overview
10Beauty company information
The essential company record, classifications and operating signals in one place.
- Status
- Operational
- Founded
- 2018
- Headquarters
- Burlington, United States
- Employees
- 61
- Open positions
- 11
- Dealroom signal
- 86.4
- Investment activity
- 1 companies · latest Feb 2025
- Capital deployed
- —
- Preferred round
- ACQUISITION
Valuation & funding
10Beauty 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 | ↗ |
| SERIES AOther financing | Jul 2022 | $21M | $84M | Lerer Hippeau · Red Sea Ventures · Imaginary Ventures | — |
Financials
Revenue and workforce over time
Available revenue and workforce history. Fields without reported data are omitted.
| Year | Revenue | Growth | Employees |
|---|---|---|---|
| 2026 | $2.5M | 0% | 61 |
| 2025 | $2.5M | 0% | 53 |
| 2024 | $2.5M | 0% | 41 |
| 2023 | $2.5M | — | 26 |
Growth signals
10Beauty website traffic
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.
Hiring
Open positions at 10Beauty
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Comparisons
10Beauty compared with similar companies
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Capital deployed
10Beauty investments and acquisitions
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Talent graph
10Beauty's talent
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Global footprint
Where 10Beauty has talent and traffic
team presence
In the news
Latest news about 10Beauty
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Market sentiment
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Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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