LUUM

LUUM

Automates lash extensions with AI robotics

Overview

LUUM automates eyelash extension application using robotics guided by artificial intelligence. The system analyzes each client's eye shape and lash features, then a robotic applicator positions and applies extensions with motorized precision, supported by software that learns from results to improve accuracy over time. This approach reduces appointment times while keeping high-quality, personalized results for each client. Unlike traditional lash services that rely on manual work and variability, LUUM combines AI, machine learning, and robotics to deliver consistent, rapid lash applications and provide lash artists with advanced tooling. The company aims to make luxury lash services faster and more reliable, helping salon owners boost productivity and profitability by standardizing and speeding up the process.

Significant Headcount Growth

About LUUM

Simplify's Rating
Why LUUM is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Robotics & Automation

Consumer Software

AI & Machine Learning

Design

Company Size

51-200

Company Stage

Series A

Total Funding

$33.8M

Headquarters

Oakland, California

Founded

2017

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Simplify's Take

What believers are saying

  • LUUM announced Q1 2026 expansion into California, Texas, and New York.
  • Jo Lawson became CEO in November 2024 after LUUM closed a $30 million Series A.
  • Nordstrom and Ulta store rollouts broaden consumer access beyond Bay Area pilots.

What critics are saying

  • 10Beauty and other robotics startups are racing Ulta, commoditizing automated beauty services.
  • LUUM depends on Ulta and Nordstrom; either retailer can terminate pilots quickly.
  • LUUM's salon-only economics trap it as an expensive novelty, not a platform.

What makes LUUM unique

  • LUUM's November 2025 robot cuts lash appointments 75% with simultaneous application.
  • Ulta and Nordstrom retail deployments validate LUUM's beauty-experience-automation category.
  • LUUM combines AI personalization, robotics, and a global patent portfolio.

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Funding

Total Funding

$33.8M

Meets

Industry Average

Funded Over

5 Rounds

Series A funding typically happens when a startup has a product and some customers, and now needs funding to scale. This money is usually used to grow the team, expand marketing, and improve the product. Venture capital firms are frequently the main investors here.
Series A Funding Comparison
Meet Average

Industry standards

$15M
$8.2M
Discord
$15M
Canva
$15.8M
LUUM
$30M
Kalshi

Benefits

Health Insurance

Vision Insurance

Dental Insurance

Paid Vacation

Company Equity

Growth & Insights and Company News

Headcount

6 month growth

0%

1 year growth

4%

2 year growth

15%
Beauty Is Mine
Dec 27th, 2025
LUUM Precision Lash Launches Groundbreaking AI, Robotics Pilot Service With Ulta Beauty

LUUM Precision Lash launches groundbreaking AI, robotics pilot service with Ulta Beauty. Beauty-Tech Innovator Now Offering Industry Changing Lash Extensions At Ulta Beauty's San Jose Store OAKLAND, Calif., Dec. 12, 2023 /PRNewswire/ - LUUM Precision Lash, a groundbreaking beauty-tech venture, announced today the launch of its first commercial pilot with Ulta Beauty, the nation's largest beauty retailer. LUUM's technology, a pioneering combination of robotics and AI, enables its lash artists to provide stunning, personalized lash extensions more comfortably, safely and swiftly than the standard human application process. This launch signals a significant milestone for the beauty industry, with technology that's created an entirely new category - beauty experience automation. Lash extensions are the gold standard in lash beauty, but they can take hours to apply. With LUUM's new technology, beauty-services professionals are able to deliver better, faster, more profitable services. Lash-lovers in the Bay Area can now book appointments at Ulta Beauty's South San Jose store at Village Oaks, streamlining the process with full-set appointments taking less than 75 minutes. With LUUM's AI technology, the company anticipates applying full sets of extensions appointments in as little as 33 minutes in the near-term. "We're excited to partner with Ulta Beauty to bring our technology to beauty enthusiasts through this pilot," said Nathan Harding, CEO of LUUM Precision Lash. "We're focused on 'Fast Fabulous,' and confident our technology will revolutionize the industry by delivering high-quality, personalized services in record time." At launch, customers are able to choose fully ($170) or fill ($80) set appointment, choosing among three styles and two lengths. Those who have already tried LUUM's technology rave about its gentleness and non-invasive feeling. The technology is so comfortable that clients describe it as feeling like "butterfly kisses." "We're thrilled to partner with LUUM Precision Lash and support their innovative approach to driving advancements in beauty services," said Prama Bhatt, Chief Digital Officer at Ulta Beauty. "As we continue to leverage AI to unlock new experiences for our guests through Prisma Ventures, we're excited to offer beauty enthusiasts the opportunity to engage with LUUM's lash application services for the first time at our San Jose store." LUUM Precision Lash is a portfolio company of Prisma Ventures, Ulta Beauty's digital innovation fund, and the launch of the in-store pilot marks a significant step forward for both companies. To schedule an appointment at Ulta Beauty San Jose, please visit [www.luumlash.com/book]. About LUUM: Founded in 2017, LUUM Precision Lash is revolutionizing the multi-billion-dollar eyelash extension industry with advanced robotics and AI creating an entirely new category - Beauty Experience Automation. LUUM's technology is backed by a robust global patent portfolio and high-profile angel and institutional investors. For more information, visit www.luumlash.com. SOURCE LUUM

U.S. Securities and Exchange Commission
Dec 4th, 2024
SEC FORM D/A

The Securities and Exchange Commission has not necessarily reviewed the information in this filing and has not determined if it is accurate and complete.The reader should not assume that the information is accurate and complete.

Business Wire
Nov 20th, 2024
LUUM Names Jo Lawson CEO; Announces Total Raise of $30M Including Recent Series A Round

LUUM, Inc., the world’s first A.I. and robotics powered lash extension service, announced that the company has closed its Series A round bringing tota

U.S. Securities and Exchange Commission
Oct 8th, 2024
SEC FORM D

The Securities and Exchange Commission has not necessarily reviewed the information in this filing and has not determined if it is accurate and complete.The reader should not assume that the information is accurate and complete.

Axios
Mar 4th, 2024
March 04, 2024

Luum Precision Lash, which makes robots that apply eyelashes, will raise a Series A round between $15 million and $30 million, CEO Nathan Harding tells Richard exclusively.

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