10Beauty

[PRIVATE]

Service & Cobot Robotics · HQ: Burlington, MA · Est. by Alex Shashou and Justin Effron (who previously founded ALICE hospitality software), 10Beauty raised 8M in total funding from investors including Story Ventures, Shine Capital, and Lerer Hippeau. · 1 model registered · 6 deployments

New funding roundNew deployment

As of Sep 2026, DEPLOY verifies 10Beauty: 1 model, 6 deployments across 3 regions, $23.5M raised. 1 source back the record.

Ownership

PRIVATE

Capital / Funding

from investors including Story Ventures, Shine Capital, and Lerer Hippeau.

Headquarters

Burlington, MA

IP / Patents

Undisclosed

Platform Models

1

Audited Incidents

0

Overview

Burlington, MA-based company building robotic manicure systems that perform the full manicure workflow using computer vision and robotic automation. Co-founded by Alex Shashou and Justin Effron (who previously founded ALICE hospitality software), 10Beauty raised 8M in total funding from investors including Story Ventures, Shine Capital, and Lerer Hippeau.

Audited Posture AssessmentPeer Percentile: 97.7%

Clean safety record across 6 verified deployments. Active fundraising activity with a recent closing. Limited public visibility and press coverage relative to peers.

Key Facts

Funding0M+
Co-CEOsAlex Shashou, Justin Effron
Total funding$70M+ ($23.5M latest round led by Story Ventures)
InvestorsStory Ventures, Shine Capital, Lerer Hippeau
ProductRobotic manicure system — 5-step: removal, filing, cuticle care, polish, drying
CEOAlex Shashou (Co-Founder, Co-CEO)
Deployments~850 machines planned across Ulta Beauty, Nordstrom, and salon partners
LaunchNovember 2025 at Ulta Beauty, Braintree, MA
ExpansionChicago market (Naperville Ulta, Nordstrom Natick, 7am salon, Belgrade Group)
Financial stageGrowth — deploying with retail partners, $70M+ raised

Safety & Regulatory Posture

0 entries
Audited Incident & Recall Footprint

No incidents on record for 10Beauty.

Leadership & Founders

4 entries

Current Program Leadership & Executives

Alex Shashoureported, not verified

Co-Founder & Co-CEO

Justin Effronreported, not verified

Co-Founder & Co-CEO

Founding Team

Alex Shashou[Founder]

cofounder

Justin Effron[Founder]

cofounder

Partnerships & Commercial Deployments

2 entries
Total Tracked0
Operating0
Announced0
Concluded0

Operator Customers & Fleet Integrators

10Beauty - 6 deployments10Beauty

Platform Models

1 entry

Deployments

6 entries

Sectors & Applications

1 entry

FAQ

13 entries
What is 10Beauty?

Burlington, MA-based company building robotic manicure systems that perform the full manicure workflow using computer vision and robotic automation. Co-founded by Alex Shashou and Justin Effron (who previously founded ALICE hospitality software), 10Beauty raised 8M in total funding from investors including Story Ventures, Shine Capital, and Lerer Hippeau.

What does 10Beauty make?

10Beauty has 1 robot model on the DEPLOY registry: 10Beauty Manicure System (10Beauty builds physical robots).

Is 10Beauty publicly traded?

No. 10Beauty is privately held and not publicly traded, per the DEPLOY registry.

Who competes with 10Beauty?

On the DEPLOY registry, peer companies to 10Beauty building in the same form factors include Roborock, Unitree Robotics, DJI, DLR Institute of Robotics and Mechatronics.

Who is the CEO of 10Beauty?

Alex Shashou is the ceo of 10Beauty, per the DEPLOY registry.

How can I invest in 10Beauty?

10Beauty is a private company; its shares are not available on public markets, so retail investors cannot buy the stock today. It has raised $24M in disclosed funding.

Where is 10Beauty headquartered?

10Beauty is headquartered in Burlington, MA.

How much funding has 10Beauty raised?

10Beauty has raised approximately $24M in disclosed funding on record in the DEPLOY registry.

Who owns 10Beauty?

10Beauty is privately held and venture-backed ($24M raised); ownership sits with its founders and private investors.

Where does 10Beauty operate robots?

10Beauty operates 6 verified deployments, including at Watertown, Massachusetts, USA, Westwood, Massachusetts, USA, Naperville.

How many robots has 10Beauty deployed?

DEPLOY has 6 verified 10Beauty deployments on record at sites including Watertown, Massachusetts, USA, Westwood, Massachusetts, USA, Naperville. That is a count of distinct field deployments each backed by sourced evidence, not a manufacturer's claimed unit total; it updates as new sites are verified.

Is 10Beauty a top robotics company?

On DEPLOY's intelligence score, which blends verified deployments, funding, hiring, media, safety, and IP signals, 10Beauty ranks in roughly the top 3% of companies tracked by the registry.

Is 10Beauty safe?

10Beauty has no incidents on record in the DEPLOY registry. This does not constitute a safety guarantee; it reflects the incidents DEPLOY has tracked and verified to date.