They built exoskeletons for stroke patients. Now, their robots can do eyelash extensions

Amanda Gerut explains her experience with eyelash extensions and the emergence of a new technology for automated lash application. Nathan Harding, co-founder of Luum, previously founded Ekso Bionics, a company that produced wearable robots to aid stroke and spinal-cord patients in regaining mobility. Luum's founder and CEO, Jo Lawson, recognized the potential of robotics in the beauty industry after witnessing its high margins and addictive nature.

The company raised $30 million in its Series A round in 2024, led by Artifact Capital and Boardman Bay Capital Management, with Ulta Beauty as an early investor. Luum's robot can perform eyelash extensions in about an hour, compared to the 1.5-2 hours required by human lash artists. The machine ensures safety by preventing contact with closed eyelids and using flexible, light wands attached by magnets.

Luum has studios in Dallas, Newport Beach, and Oakland, and employs three or four lash artists for each robot, enabling continuous operation. The company aspires to expand its "intelligent beauty services" category to include other aesthetic treatments, such as eyebrow threading and microneedling. While some experts remain skeptical about the safety and personalization aspects, Lawson envisions a future where robots can perform various beauty services, making them faster, safer, and more consistent.