A robot that applies eyelash extensions is moving from beauty-tech novelty towards mainstream retail, with US start-up Luum expanding its service through Nordstrom and Ulta Beauty.
The Oakland-based company’s latest machine applies extensions to both eyes at the same time. Luum says the process can reduce a full appointment to about an hour, compared with 90 minutes to two hours for a traditional treatment, with a longer-term target of roughly 33 minutes.
The updated system was unveiled as Luum prepared to install machines in additional Nordstrom and Ulta Beauty locations across California, New York and Texas. Planned sites included Nordstrom stores in San Jose, Irvine and New York, as well as Ulta branches in Flower Mound and Prestonwood, Texas. ([prnewswire.com](https://www.prnewswire.com/news-releases/luum-launches-next-gen-ai-powered-lash-robot-302622206.html))
Despite the automation, customers are not left alone with the machine. A lash artist discusses the desired style, prepares the client, oversees the treatment and carries out the finishing work. Luum says it employs three or four artists for each robot, allowing the equipment to operate throughout the day while retaining a human presence.
Safety has been central to the design. Luum says the robotic arm cannot reach a client’s closed eyelids, while the applicator wands are flexible and lightweight. They are attached using weak magnets so they can detach if a customer moves suddenly or the equipment is knocked.
The system is also designed to pause if a client moves and resume once they are still. The company says the robot itself does not directly touch the client; only the flexible applicators come into contact with the lashes. ([cosmeticsdesign.com](https://www.cosmeticsdesign.com/Article/2026/01/13/us-beauty-tech-firm-luum-introduces-next-generation-ai-lash-robot/))
Luum was co-founded by Nathan Harding, who previously helped establish Ekso Bionics, a company known for robotic exoskeletons used in rehabilitation. Chief executive Jo Lawson joined Luum as president in 2023 after senior marketing and product roles at Apple, PayPal and Movado, and became chief executive the following year.
The company has raised $36 million, including a 2024 funding round co-led by Artifact Capital and Boardman Bay Capital Management. Ulta Beauty was among its earlier backers, while Gordie Nye, the former head of the business behind the CoolSculpting fat-freezing treatment, chairs Luum’s board.
Luum’s website currently lists a natural full set at $199, a refill at $99 for returning customers booking within 24 days, and an optional volume boost costing a further $40. The company says both eyes are treated simultaneously before a human artist checks and completes the result. ([luumlash.com](https://www.luumlash.com/))
Lawson describes lashes as the company’s “beachhead”, with plans to explore other automated beauty services including eyebrow shaping, threading and microneedling.
Not every lash professional is convinced. Julianna Crisafuli, a lash artist who has not used the Luum system, questioned whether a robot could accommodate features such as hooded eyes, monolids and almond-shaped eyes, where the design often needs to be adjusted to suit the individual.
“I’d be holding my breath the whole time,” she said, citing concerns about possible mistakes, safety and what she saw as a lack of personalisation.
