From whirlwind trends to high-tech formulations, there’s never a dull moment in the beauty industry—but the latest innovation is truly unique. Boston-based robotics company 10Beauty has developed a robotic manicure device that delivers a salon-quality manicure with the efficiency and ease only technology can provide. Development began in 2019, and after six years, the first device launched November 12, at the Ulta Beauty location in Braintree, MA, and will expand further to select Ulta Beauty locations this fall.
The vision for the machine was simple. “We wanted to build the first machine that could effortlessly deliver a full manicure,” says Alexander Shashou, co-founder and co-CEO of 10Beauty. He explains that the device uses a five-step system to create a full salon experience, including removing old polish, filing nails, grooming cuticles with a softening solution and buffing brush and polishing with color and top coat.
Each aspect of the salon experience was considered when creating the robot, including hygiene. The cleanliness of salon tools is a big topic, and 10Beauty wanted a clear solution to address it. “The whole system is built around the manicure pod. Everything that touches your nails lives inside the pod,” says Shashou. This includes sponges pre-soaked in acetone for removal and the softener, which is pumped onto the brush to groom your cuticles. Once finished, the tools go back into the pod and are prepared for recycling.
The full process rivals a typical salon manicure (25-45 minutes) so Ulta is currently only taking four-to-five manicures a day. “Interacting with a robot on a service level is a new experience for most people, so they’re encouraged to book the full hour to ask questions and learn more about the robot,” says Shashou. Once booked online through 10Beauty’s website, guests are paired with a professional nail tech on site to help guide them through the process. According to Shashou, the device allows for customization, just as you’d find in a nail salon. “We’re testing with 30 shades, 10 of which are already live in Ulta. After choosing your color, the tech places the pod with that shade into the machine,” he says.
When asked about the decision to launch into Ulta, Shashou tells NewBeauty that the partnership was organic because Ulta Beauty was founded on the concept of merging beauty services with a shopping experience. To date, you can visit the Ulta salon for a blowout, then head to the Benefit Brow Bar to get your arches trimmed and tweezed. “Manicures are the one service they don’t offer, so bringing this device into Ulta felt natural,“ he says.
The future looks bright for 10Beauty’s robotic manicure device; the company already has plans to launch in other retailers such as Nordstrom, as well as gyms, airports and hotels. “We’re looking at the next 20 years of beauty and how we can make everyday services or tasks easier,” says Shashou. While the long-term goal is to make units available for home use, Shashou shares that this initial launch in Ulta Beauty is the first step to making robotic beauty devices feel comfortable.
