10Beauty, a Boston-based robotic manicure startup, has secured $23.5 million in funding from venture capital firm Story Ventures to deploy its automated nail care machines across retail, hospitality, and salon venues. The company recently launched its five-step robotic manicure machine at an Ulta Beauty store in Boston and has agreements to install 850 additional units at more Ulta locations and selected Nordstrom stores. This development signals growing automation in the beauty supply chain, offering distributors and clinic buyers new opportunities in device procurement and service expansion.
Funding and deployment plan
The $23.5 million investment will support technological upgrades, operational scaling, and initial installation costs for the rollout. Each machine performs a single-session manicure in 25–45 minutes, priced around $30. 10Beauty positions its product as a transformative shift in beauty services, aiming to make manicures as accessible as a cup of coffee. The company's next phase relies on securing large retail and hospitality partners to host the machines.
Market signal
Nail care is emerging as a key area for technological innovation in personal care. At CES 2026, iPolish unveiled a digital press-on nail that changes colors via a connected app, while Amorepacific debuted a wearable skin patch that monitors real-time skin aging indicators. These advancements highlight a broader trend toward automation and personalization in the beauty industry, driven by improvements in semiconductors, sensors, and AI.
What buyers should watch
For overseas importers, distributors, and clinic buyers, the rise of automated nail care devices presents new sourcing opportunities. 10Beauty's retail partnerships with Ulta and Nordstrom demonstrate growing consumer acceptance, potentially opening channels for B2B distribution in salons, hotels, and gyms. Buyers should monitor technological developments and partnership models to assess integration into their supply chains.
Regulatory and channel signals
As beauty tech evolves, regulatory frameworks may adapt to ensure safety and efficacy of automated devices. The involvement of major retailers like Ulta and Nordstrom signals mainstream adoption, which could influence import standards and certification requirements. Distributors should stay informed about local regulations for robotic beauty devices to facilitate market entry.
Source: Read the original report | Published: June 01, 2026