The US robotics company has raised $23.5 million in a new funding round led by Story Ventures, bringing its total funding to more than $70 million. Objective: to develop its fully automated manicure system.

10Beauty aims to reinvent manicure and varnish application thanks to an automated machine capable of carrying out the entire process : removal of varnish, shaping of nails, care of cuticles, application of color and top coat, then drying. The precision robotics system is based on visualization technology which guarantees consistent quality of service. Single-use varnish capsules — similar to coffee capsules — guarantee hygienic conditions and reproducibility of each manicure. 10Beauty uses a exclusive varnish formulavegan and designed to offer a result of “superior hold than that of a classic manicure”.

Although professional manicures are now a popular service, 10Beauty believes that consumers face many difficulties, ranging from scheduling appointments to the unpredictability of the duration and quality of services. At the same time, according to 10Beauty, the demand for alternative solutions to gels and other long-lasting systems continue to grow. Consumers want systems that are easier to remove and more respectful of the nail.

10Beauty is currently available at Ulta Beauty in greater Boston and is now expanding to Chicago. Among the new locations are: the Nordstrom store in Natick (Massachusetts), the new Ulta Beauty flagship in Naperville (Illinois), as well as 7am in Chicago (10Beauty’s first partner manicure chain) and Belgrade Group (first partner hair salon chain), in Boston. In total, 10Beauty claims to have reached agreements for the implementation of approximately 850 machines.

The new capital contribution is to support the continued technological development, operational preparation and larger-scale deployment of 10Beauty machines.

“We are rethinking the way we perform beauty services, starting with traditional manicure,” explains Alex Shashou, co-founder and co-CEO of 10Beauty. “People love manicures, but the experience has long been difficult to integrate into their daily lives. We want a beautiful, long-lasting manicure to be easier to achieve, more accessible and of more consistent quality. This funding allows us to continue learning in real conditions and to develop with the right partners.”