LUUM’s AI-Powered Lash Robot Gets an Upgrade

Luum, the beauty-tech brand behind the world’s first AI-powered lash extension robot, has introduced its most advanced system to date, while announcing plans for broader US retail expansion.

The brand will roll out its next-generation robot alongside new shop-in-shop studio openings at Ulta Beauty and Nordstrom, with additional locations launching throughout early 2026.

Founded in 2017, Luum develops robotics and AI for eyelash extension services under what it calls Beauty Experience Automation. Since launching its first Ulta Beauty studio in 2023, the company reports completing thousands of client sessions with positive feedback and high satisfaction. Luum currently holds 73 patents in 27 countries and has identified over 1,000 potential expansion sites across the US.

The updated system represents a major technical advancement for Luum, which has spent years developing robotics specifically for eyelash extensions. The new robot is capable of applying lashes to both eyes simultaneously, cutting a full-set appointment down to approximately 33 minutes. That’s less than half the time of Luum’s original 75-minute service and significantly faster than traditional manual applications.

The increase in speed is designed to improve comfort for clients while allowing Luum lash artists to serve more guests per day, tripling artist throughput while maintaining precision and safety.

Luum’s retail expansion builds on the success of its San Francisco Bay Area studios and its earlier pilots with Ulta Beauty and Nordstrom. In the coming months, the brand will install its next-generation robot in six locations, including Nordstrom stores in San Jose and Irvine, California; Nordstrom’s flagship location in New York City; and Ulta Beauty stores in Flower Mound and Prestonwood, Texas.

While Luum’s technology is robot-driven, the brand positions its model as human-led. Each installation supports multiple lash artists, who remain central to the experience — from consultation and prep to final touch-ups.

Jo Lawson, CEO of Luum, has been vocal about addressing concerns that automation could replace beauty professionals. “We are doing exactly the opposite of taking jobs; in fact, we are creating careers,” she says. “We hire three to four lash artists for every robot we put into the wild. We cannot be successful without our lash artists, who consult with clients, prep them for their lashing, manage their session — allowing the robot to do the tedious, back-breaking portion of the work — then perform final touch-ups and deliver the artistry portion of the experience.”

Safety has also been a core consideration in Luum’s system design. Lawson explains that the robot itself cannot physically reach the client. “The only thing that can reach the client are feather-light wands used for isolating eyelashes and placing lash extensions,” she says, adding that the wands, which have no sharp edges, are magnetically attached to the robot and detach immediately if contact occurs. “On the software side, the robot is constantly watching the client’s movement, so if the client moves too much, it simply pauses its work until the client is done moving and then starts up again.”

For clients who may feel hesitant about a robot performing such a delicate service, Lawson points to the broader role of robotics in precision-based work. “We sometimes forget the invasive, delicate work robots do in many settings, such as surgeries. When compared to human application — which includes someone leaning on your head with razor-sharp instruments a millimeter from your eyes for more than an hour — our clients and lash artists prefer this safer, faster, more comfortable experience.”

Appointments at Luum’s retail studios are available to book online at luumlash.com. Pricing is set at $199 for a full set and $99 for a refill booked within 24 days. For now, the service is available exclusively in the US.