10Beauty

About

The journey of 10Beauty is a modern tale of identifying a gap in a centuries-old industry and applying cutting-edge technology to fill it. Co-founders Alexander Shashou and Justin Effron, having previously built and successfully sold a B2B hospitality software platform called ALICE to Expedia, were no strangers to the world of tech and startups. Their next venture, however, would take them from software into the tangible world of robotics and beauty. The idea for 10Beauty was born from a simple observation: the way beauty services are delivered had remained largely unchanged for decades, often demanding significant time and reliance on someone else's schedule and skill. They envisioned a future where technology could offer convenience and consistent, high-quality results, starting with one of the most routine beauty treatments: the manicure. This vision began to materialize in 2020, setting them on a path to create the world's first fully autonomous, 5-step manicure machine. The challenge was immense, requiring a fusion of complex robotics, artificial intelligence, and computer vision. The team grew, attracting top-tier talent, including robotics experts with experience from pioneering companies like iRobot, the creators of the Roomba. Together, they embarked on a multi-year journey of intensive research and development, working in stealth to build what many considered a moonshot. Their hard work culminated in 'The 10,' a revolutionary device that can remove old polish, file and shape nails, manage cuticles, apply a flawless new coat, and dry it, all without human intervention. The initial go-to-market strategy pivoted from direct-to-consumer to a B2B model, targeting high-end salons, hotels, and retailers. This approach proved incredibly successful, with the company securing over $13 million in pre-sold annual manicure subscriptions before its official launch, validating the immense demand for intelligent, automated beauty solutions.