The Potential of Robotic Eyelash Extensions

Eyelash extensions have experienced significant growth in popularity, especially throughout Asia. However, the potential customer base is limited by the cost – often hundreds of dollars – and time commitment required for application, alongside potential irritation risks.

Despite these factors, the current market is valued at approximately $2 billion, a figure that hasn’t yet garnered substantial interest from venture capitalists. This is largely due to perceived limitations in scalability.

Luum’s Innovative Approach

Luum, a robotics firm based in Berkeley, California, believes it can dramatically expand the market and attract investment by leveraging advanced technology. CEO Philippe Sanchez, formerly a managing director for Starbucks in France, envisions a future where robotic application makes lash extensions more accessible.

The company’s strategy centers on utilizing robotics, artificial intelligence, and machine learning to create a robot capable of applying lashes in just 20 minutes. This speed, combined with the recurring nature of the service – extensions typically need replacing every two to four weeks – is expected to drive customer loyalty.

Current Development and Challenges

Currently, Luum’s technology relies on Epson industrial robots equipped with custom arms and sensors. The prototype resembles equipment found in a dental office.

The application process has undergone 100 trials with 25 participants. Presently, the procedure takes a similar amount of time as manual application – around two hours. Nevertheless, Luum remains confident in its team and the potential of this underserved market.

Investment and Future Plans

Having already secured $10 million in funding from Foundation Capital and others, Luum is preparing to initiate discussions with investors for a Series A funding round.

A Conversation with CEO Philippe Sanchez

TC: You’re focusing on a popular treatment within a highly fragmented industry.

PS: The treatment is indeed popular, yet somewhat undiscovered. The industry is incredibly fragmented, with 34,000 lash extension services currently operating in the U.S. alone. A technician individually selects, applies adhesive to, and attaches each extension, a process that takes approximately two hours to achieve a natural-looking result.

We aim to reinvent this category, enhancing its popularity through superior execution and the establishment of a world-class brand.

Brand Building and Expansion

TC: Is the plan to establish a chain of walk-in centers or license the technology?

PS: Our goal is to both build a chain of branded studios and license the technology to existing beauty service providers. This offers them the opportunity to improve their services or add a new revenue stream, benefiting from the recurring nature of lash extension maintenance.

The Robotic Application Process

TC: Precision and safety are paramount, given the proximity to the eyes. How does the robot function?

PS: The machine is substantial in size, yet designed for comfort, featuring a bed similar to those in first-class airline cabins. A robotic arm, comparable in size to a human arm, operates over the face, utilizing a mask similar to those used in manual applications. This arm applies lashes with greater speed and precision than a human technician.

Safety is a key consideration. The arms are held in place by lightweight magnets, ensuring they detach easily in the event of an external disturbance, such as an earthquake or even a sneeze.

Intellectual Property and Cost

TC: Are you developing all technology in-house, or are you licensing components?

PS: All technology is developed internally. We utilize advanced robots from Epson, known for their precision and speed. However, the beauty industry lacked prior art in this area, allowing us to secure a patent in the U.S., Korea, and Australia, with 25 additional patent applications pending globally.

TC: What is the anticipated cost of the robots?

PS: The robots are expected to cost around $125,000. This capital expenditure will be offset by a four to six-fold increase in productivity, effectively multiplying the throughput of a single application station. The machines are designed to last four to five years.

Financial Projections and Timeline

TC: What is the timeline for realizing this vision?

PS: COVID-19 caused some delays, but we are now resuming consumer testing in California. The current machine can perform a basic style at a speed comparable to manual application. Over the coming months, we anticipate increasing the speed to two, three, and ultimately four times that of a human technician.

TC: How much funding are you seeking?

PS: We are seeking $15 million in Series A funding. This will enable us to open our first studio, validate our unit economics, and develop our third-generation machine. Funds will also be allocated to building a strong beauty brand.

The Team and Competitive Landscape

TC: Who are the key members of your team?

PS: The company was founded by Nathan Harding, also the founder of Ekso Bionics, a robotic exoskeleton company, and Kurt Amundson, who collaborated with Harding at Ekso Bionics for a decade. They bring extensive experience in robotics and computer vision.

TC: What prevents larger companies, like Dyson, from entering this market?

PS: While others may recognize the potential, we have a two-year head start in development.