10Beauty

10Beauty operates robotic manicure stations that deliver a full-service manicure without a manicurist performing the application. The service sequence covers polish removal using custom-cut sponges, brush-based cuticle care that moisturizes and tidies the nail line, color applied in thin controlled layers, and a quick-dry top coat; a filing step using crystal files, described as blade-free, is listed as coming in January 2027. A complete service takes approximately 30 minutes. The machine contains no blades, and each manicure runs off a single-use pod that holds all tools for that appointment; hand and arm rests are sanitized between uses.

The company also markets its own polish line, described as 16-free natural polishes, spanning core and seasonal ranges across whites, pinks, hot pinks, reds, purples, nudes, greys, blacks, blues, greens, oranges and yellows, with a number of shades marked as coming soon. A nail-strengthening clear polish uses bamboo extract (silica), jojoba, vitamin E and celery seed extract, positioned to support nail resilience, hydration, protection and conditioning.

Customers book appointments at host locations, and the company operates a program called 10 Lab offering early access and priority booking. Support is provided by email and by phone or text between 10am and 7pm EST, seven days a week.

Business model

10Beauty delivers manicure services on a per-appointment, booked basis at robotic stations placed inside third-party retail locations, with consumables in the form of proprietary single-use pods and its own polish range.

Traction

The company describes itself as in early days, with a professional manicurist on hand at services to ensure quality standards and to collect customer feedback while the experience is refined, operating at six bookable retail locations.