10Beauty

10Beauty runs manicure stations inside retail stores at eight listed locations: Nordstrom at Alderwood Mall in Lynnwood, Washington, and Nordstrom at Natick Mall in Natick, Massachusetts, plus Ulta Beauty stores in Algonquin and Naperville, Illinois, Clark, New Jersey, Everett and Westwood, Massachusetts, and Yonkers, New York. The business describes its manicure as the world's only full service robotic manicure. Press coverage describes the company as Massachusetts-based, and a December 2025 press item identifies Alex Shashou as its founder.

A full manicure includes polish removal, cuticle care, color, and a top coat, and takes about 30 minutes. Clients choose their polish color when they arrive, drawing from core and seasonal color collections. Listed prices are $25 at Ulta Beauty locations and $30 at Nordstrom locations. Each manicure uses a single-use pod that holds all of its tools, and the process is performed without blades and without shared equipment. Hand and arm rests are sanitized between every use, and a 10Beauty team member or professional manicurist is present during each service.

Only traditional polish can be removed, so gel, dip, and acrylic nails cannot be taken off, and clients should arrive with bare nails or regular polish. After a visit, customers receive a survey and a follow-up at the seven-day mark. Appointments are booked, customized, and managed in the 10Beauty app, and can be changed or cancelled through the link in the booking confirmation or by emailing support at support@10beauty.co. Support is also available by phone at (888) 799-1788, 10am to 6pm Eastern, Wednesday through Sunday.

According to press listings, the company secured $38 million in funding in February 2024 and acquired Clockwork, an autonomous manicure company, in February 2025. Its robotic manicure system launched at Ulta Beauty in November 2025, and the first robotic manicure system in New York opened inside the Yonkers Ulta Beauty in August 2026. The business also runs a partner program for companies that want to host a 10Beauty manicure station.

Blade-free manicures carried out by a robotic system, using single-use tools and no shared equipment, with a staff member present for each visit.