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Beauty + A.I. + Robotics
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$699,006.44 Raised
TEAM
Lynn Heublein • Chairwoman and Co-Founder
Prior, she held leadership positions at Hearme.com, Catapult Entertainment, and Procter & Gamble.
MBA, Stanford
BS Engineering, UW
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Nathan Harding • CEO, Director, and Co-founder
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
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Rachel Gold • Chief Marketing Officer & Co-founder
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,
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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.
Overview
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.
100% SAFE - MICRO-PRECISE AND DELICATE
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.
A TOOL, NOT A JOB-REPLACER
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.
PIONEERS OF A BRAND NEW CATEGORY
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
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”.
THE LUUM TECHNOLOGY
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:
- 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.
- For lash-artists: No more tedium and repetitive stress, just artistry and client relationship-building.
- For lash-service businesses: A better, faster service yield more clients and profit.
- 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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ABOUT
HEADQUARTERS
5418 College Ave
Oakland, CA 94618
WEBSITE
View Site
TERMS
LUUM
Overview
PRICE PER SHARE
$0.66
DEADLINE
Mar. 11, 2022 at 7:59 AM UTC
VALUATION
$23.22M
FUNDING GOAL
$10K - $1.07M
Breakdown
MIN INVESTMENT
$250.80
MAX INVESTMENT
$106,999.86
MIN NUMBER OF SHARES OFFERED
15,151
MAX NUMBER OF SHARES OFFERED
1,621,211
OFFERING TYPE
Equity
SHARES OFFERED
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
Volume
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.
Disclosure
LUUM's CEO, Nathan Harding, has invested $100,000 in the Company’s current Reg CF offering.
Irregular Use of Proceeds
PRESS
ALL UPDATES
07.18.22
Ulta Beauty invests in LUUM - and you can too, TODAY!
On the heels of an investment from Ulta Beauty, we're thrilled to announce we're crowdfunding again! Please visit invest.luumlash.com .
Also, check out this great feature in Beauty Independent to learn more about the fundraise and what's coming down the pike for LUUM.
03.17.22
Thanks to Our Investors! Sign Up to Hear about Future Opportunities & LUUM News!
Aaaaaanddd that's a wrap! Thanks to all who invested! We are thrilled to have you as an early backer of LUUM!
Miss the window this time? Click here to see the myriad ways to stay in touch and ensure you're alerted about future opportunities. We'd love to hear from you!
03.10.22
Final Hours to Invest in LUUM! Robotics + A.I. + Today's Hottest Beauty Service
03.09.22
1 Day Left to Invest in LUUM!
03.08.22
LUUM CEO, Nate Harding, Featured in Authority Magazine's "Meet the Disruptors"
03.08.22
3 Days Left to Invest in LUUM!
Don't miss your chance to become an early backer of a revolutionary beauty-tech brand! A.I. + Robotics + Computer Vision = Lash-industry game-changer.
03.07.22
LUUM Passes $600K Raised!
03.04.22
LUUM Recent Press Round-up: Today Show, Cheddar News, Real Simple, Allure, and lots more
In case you missed any - LUUM has gotten some fabulous press in the last few months. See below for Today Show, Cheddar News, and more, and check out LUUM's press page for an even longer list!
TODAY SHOW:
CHEDDAR NEWS:
REAL SIMPLE:
ALLURE:
TAJMEELI:
03.03.22
How LUUM is using Photonics technology to change the beauty-services industry (in addition to A.I., robotics, and computer vision)
Yep, we've added photonics to our already-impressive list of technical innovation areas. See the below update from our Co-Founder and CTO, Nate Harding about ow we're changing the lash industry with little pulses of light:
Most everybody knows that eyelash extension glue is actually super glue – cyanoacrylate adhesive. But do you know that cyanoacrylate adhesive (or “CA” for short) is activated by water – generally the humidity out of air? That’s why lash studios have to carefully control their humidity – too much causes the glue to go off too soon, too little causes it to cure slowly. But at some point there’s only so fast you can get the glue to cure – past some point you’ll end up having it cure before you can complete the bonding process. So what do you do when you want your robot to go even faster than the fastest CA can set?
Well, it turns out that those crazy chemists out there have come up with a number of photo initiating compounds – compounds that cause the CA to cure based on light rather than on moisture. Most people are familiar with the UV cured adhesives used by dentists, but for obvious reasons we don’t want to shine a bright UV light anywhere near someone’s eyes. So instead we use a class of visible light triggered CA so that it’s easier to ensure the device safety. While we’re not the first ones to try this kind of CA for eyelash extensions, it’s uniquely well suited to the robot for two reasons. First, the adhesive cure time will never be the dominant factor in the speed of application of manual extensions – humans can only move so fast – but as the robot becomes more efficient, the cure time eats up more and more of the session, so we want to shorten that too. Second, it’s hard for an aesthetician to active the curing light at the right time – they already have both hands on tweezers performing delicate operations. But of course the robot has no such issue – it can have as many end effectors as we add!
The vision system records the curing operation so we can inspect the coverage of the adhesive and the light and the quality of the bond. On these mannequin placements you can appreciate the depth of the scene by comparing the perspectives of the stereo pair. The curing light is in line with one camera but not both, so that’s why you can see a shadow in one image but not the other.
A big shout out to the photonics safety team at our partner Triple Ring Technologies for helping us with this!
03.01.22
Last Day to Invest in LUUM is March 10th! (10 days left!)
REWARDS
Venture Club
Venture Club Members earn 10% bonus shares on top of this and all eligible investments for an entire year. Not a member? Sign up at checkout ($275/year).
$600
Tier 1 perk
LUUM Branded Vanity Pouch
$1,000
Tier 2 perk
LUUM Branded Baseball Hat
$5,000
Tier 3 perk
LUUM Cosmetics Preview Sampler + 10% bonus shares
$10,000
Tier 4 perk
Lash service on our LT2 Prototype* + Sampler + 15% bonus shares
$25,000
Tier 5 perk
Tour with two founders* + Lash service + Sampler + 20% bonus shares
$50,000
Tier 6 perk
Lunch with four founders* + Lash service + Sampler + 25% bonus shares)
JOIN THE DISCUSSION
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Kandyce Braband
3 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 www.trinityestheticsco.com
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Brenda Corbin
3 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.
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claudia milia
3 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?
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karen defalco
3 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
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Arenda Aberle
3 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!
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Ronny Baker
3 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
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Judy Caspe
3 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!
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Keith Davis
3 years ago
Does LUUM have plans to expand and service eyebrows?
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Cambria Henry
3 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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HOW INVESTING WORKS
Cancel anytime before 48 hours before a rolling close or the offering end date.
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With Regulation A+, a non-accredited investor can only invest a maximum of 10% of their annual income or 10% of their net worth per year, whichever is greater. There are no restrictions for accredited investors.
With Regulation Crowdfunding, non-accredited investors with an annual income or net worth less than $124,000 are limited to invest a maximum of 5% of the greater of those two amounts. For those with an annual income and net worth greater than $124,000, they are limited to investing 10% of the greater of the two amounts.
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For Regulation Crowdfunding, investors are able to cancel their investment at any point throughout the campaign up until 48 hours before the closing of the offering. Note: If the company does a rolling close, they will post an update to their current investors, giving them the opportunity to cancel during this timeframe. If you do not cancel within this 5-day timeframe, your funds will be invested in the company, and you will no longer be able to cancel the investment. If your funds show as ‘Invested’ on your account dashboard, your investment can no longer be canceled.
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Refunds that are made through ACH payments can take up to 10 business days to clear. Unfortunately, we are at the mercy of the bank, but we will do everything we can to get you your refund as soon as possible. However, every investment needs to go through the clearing process in order to be sent back to the account associated with the investment.
Both Title III (Regulation Crowdfunding) and Title IV (Reg A+) help entrepreneurs crowdfund capital investments from unaccredited and accredited investors. The differences between these regulations are related to the investor limitations, the differing amounts of money companies are permitted to raise, and differing disclosure and filing requirements. To learn more about Regulation Crowdfunding, click here, and for Regulation A+, click here.
GEORGES LANDRY FOKOUA NOUBOSSIE
3 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?
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