The basics:
- 10Beauty launches robotic manicure system at Ulta in Clark
- Second NJ Ulta location planned for December
- 60-minute manicure costs $25, utilizes single-use pods
- 10Beauty has agreements for about 850 machines with retail partners
A high-tech option for manicures is coming to New Jersey.
After piloting its robotic manicure system with an Ulta Beauty store in Massachusetts last year, Boston-based 10Beauty has continued expanding its technology with the retailer.
The device recently made its New Jersey debut at Ulta in Clark. A second in-state site is coming in December to another Ulta, although 10Beauty did not disclose where.
Considered the world’s first full-service robotic manicure system, the technology combines computer vision, precision robotics and a proprietary single-use pod system to deliver a salon-quality experience that is consistent, convenient and hygienic.
According to 10Beauty, the machine performs the full manicure workflow, including polish removal, nail shaping, cuticle care, color & top-coat application and drying.
It relies on a single-use pod for each manicure. The pod contains the polish and other supplies needed for the service, helping keep the process sanitary while ensuring the machine uses fresh materials for every customer, the company said.
10Beauty noted its polish is vegan, non-toxic and designed to last longer than traditional polish.
Customers can book an appointment online. The 60-minute service is priced at $25.
Convenient beauty
Founded in 2019, 10Beauty uses robotics to make beauty services faster and more accessible. Its flagship device seeks to reimagine the traditional manicure experience where people already shop, work out, travel and spend time.
Over the past seven years, the company has raised more than $70 million from venture firms and investors, including Story Ventures, Karlie Kloss, Sara and Erin Foster, Bethenny Frankel and Victoria Beckham.
10Beauty is using that capital to advance the technology and expand beyond its current locations with other retail and salon partners. Besides Clark, Ulta Beauty has the robotic manicure system in five other stores across New York, Massachusetts and Illinois. It is also available at a Nordstrom Rack store in the Boston suburbs and a nail salon in Chicago.
According to 10Beauty, there are agreements in place for approximately 850 machines among its first retail partners.
Trade publication New Beauty recently reported that the company is targeting gyms, airports and hotels, too.
Why New Jersey?
10Beauty co-founder and co-CEO Alex Shashou told NJBIZ, “New Jersey has always been a great place to launch new technology. It’s densely populated, with a big working population and many people commute. That means lots of busy people who are short on time and want more convenience in their day, which is usually what new technology offers.”
He went on, “Peloton saw this when it opened its first retail store at The Mall at Short Hills. We’re seeing the same thing: a faster, more consistent manicure is exactly what a busy New Jersey customer is looking for.”
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