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Beauty + A.I. + Robotics

In the age of Amazon, traditional retail is suffering. But the best brands will thrive by offering in-store experiences that can’t be sold online, giving customers a reason to come back. Enter LUUM: LUUM is revolutionizing beauty services with Robotics and A.I., starting with today’s hottest beauty service—eyelash extensions—making the service faster, more luxurious, and more profitable. By offering LUUM’s service in-store, retailers will get a much-needed boost to their growth, profitability, and brand. LUUM Lash Technology is currently in the prototype phase and is not yet available to the general market.

This Reg CF offering is made available through StartEngine Capital, LLC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.

$699,006.44 Raised

Reasons to Invest

  • Eyelash extensions are amazing and addictive -- Popular globally, consumers spend appx. $1200 per year getting and maintaining them, on par with treatments like Botox (Allergan’s aesthetics disruptor) yielding a global TAM of at least $20 billion.
  • Favorably, eyelash extensions are a non-medical, unregulated market and the stunning results make such a huge impact, their popularity spans most ages and demographics.
  • LUUM is already partnered with a Top 5 cosmetics brand and its largest investor is the well-known Foundation Capital.



Making today’s hottest lash treatment more accessible, more pleasant, and more profitable

Lash extensions aren’t just gorgeous and natural-looking -- they’re a lifestyle game-changer, making the daily hassle of mascara and eyelash curlers a thing of the past. By eliminating the many pain points of *getting* lash extensions, LUUM’s technology will bring stunning lashes to the masses and make a huge category even more profitable.


Although our technology isn’t a medical device (but a cosmetic one), our expert technologists have decades of experience creating medical devices, and apply  those same rigorous safety standards to everything we do. We also have a medical Eye-Care Advisory Board (composed of doctors in ophthalmology and dermatology) working with us to ensure every part of our service meets the highest and most up-to-date safety metrics. 


We are not looking to replace jobs -- we’re creating a world-class tool for lash-extension professionals. Much like many top surgeons use cutting-edge technology to improve outcomes, lash-service providers will be able to provide amazing, consistent results for their clients, and serve more of them. With a simple training, they’ll be able to let LUUM’s technology perform the precise, repetitive tasks, while they focus on lash-style design and client care. 

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.


We believe personal beauty services are ripe for technological innovation to improve results, convenience, and safety, while allowing beauty professionals to focus on the more creative parts of their jobs. We call this new category Beauty Experience Automation, and are proud to be its vanguard. 

The Problem

Manual Eyelash Extensions are amazing, but time-consuming and tedious to have applied.

In beauty, great lashes never go out of style. In recent years, eyelash extensions have become the gold standard -- they provide length, volume, curl, and color, without the hassle of daily makeup. They look and feel so natural, and last for so long, it’s easy to forget they’re not your own. When they do gradually shed, most people are eager to have them filled in, returning for appointments every 3-4 weeks. 

Applying eyelash extensions is a laborious, repetitive process that can take approximately two hours to complete as the lash extensions are placed one at a time by a technician. Each lash extension must be picked up in the proper orientation with tweezers, dipped in adhesive, and then placed against one of the subject's natural eyelashes. 

For clients, the process can feel intrusive and uncomfortable, and given its length and intimate nature, is difficult to make completely COVID safe. 

Also, quality varies dramatically from technician to technician, and it can be difficult to find a provider who uses safe technique as well as provides personalized style guidance. 

The Market

Pioneers in a Lucrative, Growing Market

We estimate the current market in the US for lash extension services to be $2B+ based on Yelp data and public data from the Amazing Lash Studios franchise. We estimate the US TAM to be $10B.

According to two independent studies, between 20 and 40%  of American women have already tried eyelash extensions. Pre-covid, the number of US “eyelash service” businesses in Yelp was 34,000 and growing at 30% per year. 

The Solution

A technology that quickly and safely applies stunning lash-extensions

At LUUM, we have designed a safe, micro-precise technology for swift eyelash extension application that is simple to operate and will fit easily into a small space.  We plan to bring this technology to the masses through partnerships with leading beauty retailers (who increasingly rely on services to drive repeat visits to stores), medi-spa chains, lash-service providers, and even high-end hospitality destinations. In major markets, LUUM flagship studios will serve as brand hubs  and training centers.

Our current prototype, the LT-2, uses our proprietary software to execute specific “styles” based on size and type of lashes to be applied. Currently, we are exclusively testing our near-universally flattering “natural” set  that uses approximately fifty extensions per eye, but the technology  is capable of executing a variety of styles to suit all anatomies, tastes, and lifestyles. 

So far, we have had a highly successful consumer trial serving hundreds of clients with a net promoter score of 82%. We also have established a partnership with a Top 5 US cosmetics brand, and we have been featured in PopSugar, Beauty Insider, VentureBeat, Forbes, WWD, and TechCrunch


The LUUM experience is designed to be safe and luxurious from end-to-end, Guided at every step by a lash artist, clients tell us they feel “safe” and “pampered” during their visit, and leave feeling “refreshed” and “gorgeous”. 


A patented and pioneering combination of robotics, artificial intelligence, and computer vision, LUUM’s technology is the first of its kind in the industry.

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.

It applies a set of extensions by repeatedly isolating one of the client’s natural eyelashes and adhering an extension to it. The computer vision “sees” the client and adjusts in real-time, pausing whenever it detects client motion and then resuming when the client is still. 

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.

The delicate application process is performed by feather-light plastic wands with soft tips, which can bring no harm to the client. Because there is very little force required to manipulate tiny eyelashes, we were able to design a can't fail safety system by attaching the wands to the rest of the technology with light magnets, so that they immediately  disengage and fall away in the extremely unlikely event  they would (even gently) contact anything other than lashes. Even in the case of an exogenous event such as an earthquake or power-outage, the safety of the system is 100% guaranteed. 

We use artificial intelligence to ensure our system is more accurate and performs better with every service. 

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.

Moving Towards Commercialization

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.

Currently, we are performing waitlist-only, revenue-generating lash job appointments in our Oakland Lash Lab using a prototype machine that we call Jaclyn (one of three of our LT-2 prototypes: Jacklyn, Farrah, and Kate). 

The machines currently install lash extensions at approximately human speed and work on one eye at a time. Future units will be much faster and work on both eyes simultaneously. 

Ultimately, we plan to lease our machines to partners who will pay an upfront fee to obtain the machine and pay a revenue share each time that the machine operates. Potential partners could include cosmetics retailers, department store chains, luxury hotel chains, or medispa chains. 

*Images of LUUM Lash-Technology are prototypes and not yet available to the general market.

Why Invest

Enhancing beauty with technology

LUUM’s pioneering Beauty Experience Automation is transformational for consumers, providers, businesses, and investors:

  1. For lash-lovers: Finally, gorgeous lash-extensions are a breeze (and a pleasure) to have applied. And the same great results are available in Dallas or Japan. 
  2. For lash-artists: No more tedium and repetitive stress, just artistry and client relationship-building. 
  3. For lash-service businesses: A better, faster service yield more clients and profit. 
  4. For investors: Early access to a disruptive business model, brand and technology, similar to Allergan’s Botox  or Peleton. 

Join us as we revolutionize the beauty industry with thoughtful design and cutting-edge technology.

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5418 College Ave
Oakland, CA 94618

In the age of Amazon, traditional retail is suffering. But the best brands will thrive by offering in-store experiences that can’t be sold online, giving customers a reason to come back. Enter LUUM: LUUM is revolutionizing beauty services with Robotics and A.I., starting with today’s hottest beauty service—eyelash extensions—making the service faster, more luxurious, and more profitable. By offering LUUM’s service in-store, retailers will get a much-needed boost to their growth, profitability, and brand. LUUM Lash Technology is currently in the prototype phase and is not yet available to the general market.


Lynn Heublein

Lynn Heublein

Chairwoman and Co-Founder

Lynn is the leading US entrepreneur in aesthetics, having helmed medi-spa chain, Skin Spirit for over 10 years (growing it to become the #1 reseller for Allergan’s Botox). Skin Spirit is renowned for innovating the category, providing cosmetic treatments in a welcoming and luxurious, non-clinical setting. 

Prior, she held leadership positions at, Catapult Entertainment, and Procter & Gamble. 

MBA, Stanford

BS Engineering, UW

Nathan Harding

Nathan Harding

CEO, Director, and Co-founder

Nate is a veteran robotics pioneer, having co-founded and taken public Ekso Bionics, as a co-inventor of the company’s founding technology. He served as CEO three times, the last time including 2 years as a public company, and he raised over $100M in a difficult technology space.

Prior, he led teams in developing high-speed automation equipment, including the world’s fastest offshore-pipeline welding system, optical-fiber draw-tower take-up, optical-fiber proof-testing machine, and semiconductor FOUP buffer.

MS ME, UC Berkeley

BS ME and Economics, Carnegie Mellon

Rachel Gold

Rachel Gold

Chief Marketing Officer & Co-founder

Rachel is a seasoned brand and product strategy leader, having led the strategy disciplines at two premiere advertising & digital experience agencies: Muh-Tay-Zik Hof-fer and Elephant. Her expertise spans brand-positioning & communications, human-centered product design, consumer insights research, and marketing platform strategy / tactics. 

Prior, she held leadership positions in technology product development, most recently overseeing Adobe’s transformative eCommerce conversion to the Creative Cloud subscription model.

BA, Harvard – English Literature & Language

MBA, California College of the Arts – Specialist in Design Thinking for Innovation, 

Joanne Chen

Joanne Chen


Joanne Chen is a General Partner at Foundation Capital and has served on many boards, including TubiTV (acquired by Fox for $500m), Mya (acquired by Stepstone), EraDB, Tonkean, SafelyYou, and Watchful.

Prior she worked at Cisco Systems, Jefferies & Company, and Probitas Partners.

MBA, University of Chicago

BS Electrical Engineering, UC Berkeley

Kurt Amundson

Kurt Amundson

Vice President, Engineering and Co-founder

Kurt is a recognized pioneer in robotics that interact directly with the human body, with over a decade of experience leading teams focused on these innovations.

An expert in the design of complex mechatronic systems, he previously led the development of Ekso Bionics’ next-generation medical product – a wearable exoskeleton that helps stroke survivors relearn how to walk.

He has 19 US patents granted and a number of pending applications in the US and worldwide

Ph.D. ME, UC Berkeley

MS ME, UC Berkeley

BS ME, Washington University in St. Louis

Robert Siegel

Robert Siegel


Robert Siegel is a lecturer in management at the Stanford University Graduate School of Business. He is also a general partner at XSeed Capital, a venture partner at Piva Capital, and sits on many boards.

Prior, Robert held leadership positions at GE Security and Pixim, and was cofounder & chief executive officer of Weave Innovations Inc. (acquired by Kodak).

MBA, Stanford

BA, UC Berkeley


Mar 11, 2022
$10k - $1.07M
Common Stock
Non-voting Common Stock

Maximum Number of Shares Offered subject to adjustment for bonus shares

*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.

Investment Incentives and Bonuses*

Early Bird

Friends and Family - First 72 hours | 10% bonus shares

Super Early Bird - Next 72 hours | 8% bonus

Early Bird Bonus - Next 7 days | 5% bonus shares



Tier 1 perk - ($600 + LUUM Branded Vanity Pouch)

Tier 2 perk - ($1000 + LUUM Branded Baseball Hat)

Tier 3 perk - ($5,000+ LUUM Cosmetics Preview Sampler + 10% bonus shares)

Tier 4 perk - ($10,000+ Lash service on our LT2 Prototype* + Sampler + 15% bonus shares)

Tier 5 perk - ($25,000+ Tour with two founders* + Lash service + Sampler + 20% bonus shares)

Tier 6 perk - ($50,000+ Lunch with four founders* + Lash service + Sampler + 25% bonus shares)

*Transportation to Oakland, CA is not included. Zoom call can be substituted

*All perks occur when the offering is completed.

The StartEngine's Owner's Bonus

LUUM will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $0.66 / share, you will receive 110 shares of Nonvoting Common Stock, meaning you'll own 110 shares for $66. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.


LUUM's CEO, Nathan Harding, has invested $100,000 in the Company’s current Reg CF offering.

Irregular Use of Proceeds

The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Inter company debt or back payments. Salary payments made to one’s self, a friend or relative. Vendor payments.


Article Image

Could eyelash extensions become a huge market? This robotics startup thinks so

Article Image
Luum’s AI-based Lash Robot can delicately extend eyelashes for customers in beauty salons

Venture Beat lets the world know that robotics an AI are poised to increase lash artists' productivity and let them concentrate on their artistry.

Article Image
The Growth and Business of Lashes and Brows

In their summary of the booming growth in lashes and brows, Women's Wear Daily features LUUM as the path ahead for eyelash extensions.

Article Image
I Got Eyelash Extensions Done by a Huge Robot, and Here's How It Truly Went Down

PopSugar editor Macy Cate Williams tries the LUUM experience and gives it five stars!



Multiple investments in an offering cannot be combined to qualify for a larger campaign perk. Get rewarded for investing more into LUUM.




2 years ago

Hi. I enjoyed taking a look at your project in a general fashion. As a new investor looking to join and considering low budget and knowledge, how beneficial am I looking at when I decide to partake in the journey?



Kandyce Braband

2 years ago

This is genius. I'm beyond interested in getting one of these machines. I own a medspa in Colorado and we do hundreds of lash fills every month. This would be a game-changer for my business as we expand. Please add me to your list of potential partners! - Kandyce @ Trinity Esthetics



Brenda Corbin

2 years ago

How long does this set of lashes last and what kind of cost are your current customers paying for the service? I have never used false lashes but see how many customers at our store sift through the sizes to get the look they want. So, I am really curious about this process and equipment cost.



claudia milia

2 years ago

Hi, i am trying to invest but it gives an error "!" without explaining what's wrong. Every single field is "green coloured". How can you help me?



karen defalco

2 years ago

does the robot have the ability to separate lashes in-between different layers of the lashes and as an investor is there any discount for using the service once established



Arenda Aberle

2 years ago

I am a lash artist in Texas and would love to be a part of the amazing technology! Please let me know what I need to do!



Ronny Baker

2 years ago

I Would like to be contacted or on a list . When you expand or I can Is purchase a machine off of you. I'm in Oklahoma would love to work with You!! Thank you



Judy Caspe

2 years ago

How big is this machine? It looks like it will take up a lot of space. Will you make a smaller more condensed model? And in the future, will it be able to do volume lashes? Thanks!



Keith Davis

2 years ago

Does LUUM have plans to expand and service eyebrows?



Cambria Henry

2 years ago

Hello what a great invention! Can you tell me what the upfront investment will be for an eyelash artist?




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