BeautyRival – In Boston, the future of beauty quietly hums to life. This fall, 10Beauty a robotics startup born out of innovation and obsession with efficiency will unveil its five-step Robotic Manicures machine at Ulta Beauty. It’s not just another gadget; it’s a statement. Founded by Alexander Shashou and Justin Effron, the duo behind the hospitality software Alice, 10Beauty bridges technology and artistry. Their creation can remove polish, tend to cuticles, file nails, and apply color with precision all without human hands. Backed by big names like Victoria Beckham, Karlie Kloss, and Imaginary Ventures, the project reflects a growing movement toward automation in self-care. As beauty merges with robotics, 10Beauty stands at the center of a cultural shift one that redefines luxury as not just personal, but programmable.
The idea took shape in 2019, long before “robotic beauty” became a buzzword. Shashou and Effron gathered a team of engineers from Keurig, Shark Ninja, and Roomba people who understood machines designed for the human experience. “We looked at where the world has changed, but the product hasn’t,” Shashou said. Beauty, he realized, was one of the last industries untouched by true automation. Over six years and dozens of prototypes later, they built a system that feels more like choreography than code. The device performs five seamless steps, from polish removal to top coat application, in as little as 25 minutes. For $30, customers will receive a fully automated manicure that rivals professional results with the precision of robotics and the heart of human innovation.
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Ulta Beauty, always a pioneer in retail experiences, sees the partnership as a natural evolution. “This pilot is a chance to explore how emerging services like manicures fit within our offerings,” said Amiee Bayer-Thomas, the company’s chief retail officer. Beginning in Braintree, Massachusetts, with a second rollout in Everett, the pilot aims to test not just customer interest, but emotional response can a robot truly deliver relaxation and beauty? With over 1,000 units already pre-sold to retailers like Nordstrom and luxury hotels, the stakes are high. Yet Ulta’s involvement lends credibility to the venture. For a generation that prizes both convenience and customization, the robotic manicure could become the next “Dyson moment” a technological leap that turns skepticism into fascination.
In February, 10Beauty quietly acquired Clockwork, a startup once hailed as the pioneer of “10-minute manicures.” Clockwork’s concept was promising but limited it focused on quick polish applications rather than full nail care. “We didn’t want a nail-painting robot,” Shashou explained. “We wanted to deliver the full manicure.” By absorbing Clockwork’s data and lessons, 10Beauty avoided the pitfalls that stopped earlier devices from scaling. Their upgraded system is both faster and more intuitive, built for beauty salons and at-home users alike. This merger wasn’t about dominance; it was about evolution. Each failed attempt in the industry taught 10Beauty how to blend machine intelligence with human sensibility. In the process, they’ve turned automation into an art form one that respects the ritual of self-care while reinventing its delivery.
Despite its futuristic edge, 10Beauty insists the experience remains human. During the pilot phase, nail technicians will stand beside each machine to guide customers. Their job isn’t to polish nails it’s to ease anxiety, explain the process, and customize results. “For most customers, this will be their first time interacting with an autonomous robot,” Shashou said. Each station will feature a tablet where users choose polish shades, adjust preferences, and follow along with the robotic process. The goal isn’t to replace professionals but to empower them to turn nail care into a hybrid of human warmth and mechanical precision. This balance between empathy and efficiency is what may ultimately make 10Beauty succeed where others stumbled.
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The genius of 10Beauty lies in its simplicity. The manicure machine uses single-use pods each containing everything from polish brushes to cuticle serum. After use, the tools are sealed and recyclable, ensuring hygiene that even top salons envy. “It’s like a Keurig or a Nespresso for your nails,” Shashou said, smiling. This design choice not only reassures users about safety but also makes the process eco-friendly and scalable. By blending sustainability with sophistication, 10Beauty taps into a growing demand for mindful luxury. The pods even open possibilities for collaboration from celebrity-endorsed polishes to limited-edition colors. It’s automation, but make it glamorous.
If the Boston launch succeeds, 10Beauty plans to expand across the Northeast by early next year. But the company’s ambitions stretch far beyond manicures. “The next wave of beauty innovation is through automation,” Shashou said. His vision includes robots that apply skincare, deliver injectables, and maybe even personalize treatments using AI-driven diagnostics. It’s a bold future one where machines don’t replace care, but refine it. Just as Roomba revolutionized cleaning and Peloton reshaped fitness, 10Beauty could redefine how we experience beauty rituals. As the line between technology and touch blurs, the promise of robotics isn’t just efficiency it’s empowerment. The beauty of tomorrow might not come from human hands, but it will always reflect human imagination.
