2024.09.09
The Buzzing High-Tech Beauty Treatment in America: The Reality of the “Robot Eyelash Extensions” that Requires No Human Hands
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What if a robot could shorten your beauty treatment time by more than half? Would you want to try it?
The utilization of the latest technology in the beauty sector is remarkable, with startups employing beauty tech that leverages AI to answer skin concerns and offer virtual makeovers on the rise.
Among them, what is currently attracting attention in the United States is “LUUM,” which has developed an automated AI eyelash extension robot.
Founded in 2017 in California, the company was co-founded by robotics expert Nathan Harding and Philippe Sanchez, who has a history as the president of Starbucks in France.
The company claims to offer safer and more precise treatments performed by a robot that applies eyelash extensions at the nanometer scale, without using sharp instruments or tools. The biggest appeal, they say, is the reduction of treatment time to just 20-30 minutes.
We spoke to Jo Lawson, CEO of LUUM, about the innovative “Robot Eyelash Extensions” that have the potential to spread around the world in the future.
PROFILE
Jo Lawson
President of LUUM
With over 20 years of experience in product development, brand engagement, business building, and revenue growth for globally recognized brands such as Apple, PayPal, and Movado, Jo Lawson is a veteran in product development who has consistently achieved ambitious results in diverse environments.
The Birth of an Automated Beauty Experience
How did the idea for LUUM come about?
Nathan Harding, co-founder and CEO, is an exceptional robotics engineer known for co-founding “Ekso Bionics,” a groundbreaking human exoskeleton that helps stroke and spinal cord injury survivors stand and walk.
He drew inspiration from one of his advisors who was investing in a franchise of “Amazing Lash Studio,” discovering untapped opportunities to improve the eyelash extension treatment process in the beauty industry. Initially unfamiliar with this sector, he developed a strong interest in it and began the development of what is now “LUUM Precision Lash.”
Six and a half years later, LUUM’s groundbreaking technology has created an entirely new category called “automated beauty experience,” evolving the approach to beauty treatments and optimizing the processes of beauty professionals through AI. Through improved productivity, shortened treatment times, and consistently outstanding results, LUUM’s technology is transforming the landscape of beauty services, offering new standards of excellence and convenience for all stakeholders.
What kind of feedback have you received from users?
We have received feedback from users that it is extremely comfortable and relaxing. During treatments, we provide blankets and earphones to help them relax and recline. Many people even fall asleep during the procedure.Users often describe the sensation as a “butterfly kiss” or “eyelash massage.” They express satisfaction with the appearance and feel of the extensions, with numerous compliments on the beautiful finishing.
In addition to this feedback, LUUM has also gone viral on social media. Videos on the company's Instagram and TikTok have spread, achieving tens of millions of views in just a few days. As a result, there is overwhelming demand for LUUM's robots, with over 1,000 companies expressing interest in utilizing our technology in their retail spaces.
What was the most challenging aspect during the development phase?
Initially, unexpected challenges included users' involuntary eyelid movements and subtle head movements. We addressed these by improving the bed design, adding headrests to the robots, and providing suitable head stabilization guidance for lash artists.
Next, the necessity of tracking individual eyelashes became clear. By utilizing computer vision and machine learning, we achieved eyelash tracking on a fine scale. The success of this technological development has enabled more precise application of eyelash extensions and further improved customer satisfaction.
In response to the sharp increase in demand, we implemented the hiring and training of lash artists to support users. Additionally, we have garnered significant interest from the market, receiving long-term orders for robots from salons and department stores. To address this unexpected demand, careful formulation of market entry strategies has become essential. Currently, we have completed the selection of partners for the early unit introduction in 2025.
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