10Beauty, the robotic manicure company, is aiming much higher in numbers than its name when it comes to funding.
The Boston-based robotics company, launched in 2013, just raised $23.5 million in new funding, led by Story Ventures, bringing its total amount of funding to date to about $70 million. Investors in previous rounds include Victoria Beckham and Imaginary Ventures, among others.
During the fall, the company debuted its five-step manicure machine at Ulta Beauty in Boston and is now preparing to expand to Chicago.
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The company has agreements in place for its first 850 machines across major launch partners and channels including beauty retail, department stores, hospitality, fitness, nail salons and hair salons, with partners such as Ulta Beauty and Nordstrom, it said.
Currently, the service takes between 25 and 45 minutes depending on how many steps a user opts for, and will cost $30 when it launches at Ulta.
The new funding will support continued technology development, operational readiness, and the beginning of 10Beauty’s initial deployment across its first launch partners, according to the company.
Speaking at the WWD Beauty Inc The Catalysts event in New York City last November, Alexander Shashou, co-chief executive officer and cofounder of 10Beauty, said: “When you change the delivery of something, you can change the entire experience. Imagine if one day changing your nails was as easy as a cup of coffee. Imagine how big it could be if you could get a manicure everywhere you already are, and then one day in your home.”
