LUUM announced that the company has closed its Series A round bringing total capital raised to $30M and named Jo Lawson as its new Chief Executive Officer. Co-Founder Nathan Harding has transitioned back to the role of CTO and remains a board member and an integral member of the executive team.

The round was led by Long Journey Ventures, Artifact Capital, and Boardman Bay Capital Management, and supported by key previous investors such as Ulta Beauty. The new capital is earmarked to expand LUUM's market reach and fund LUUM's next generation product launch. LUUM is securing additional strategic retail partners to roll out their technology at scale beginning June 2025.

In Fall 2023 and in Fall 2024, LUUM launched collaborations with Ulta Beauty and Nordstrom respectively, piloting their innovative eyelash extension service in San Jose store locations. These partnerships have elevated the beauty service experience and established a new benchmark in the industry, demonstrating how technology can meet the rising demand for cutting-edge and convenient beauty solutions, drive new and more frequent customer traffic, and increase share of wallet to retailers looking for "addictive" location-based services. Lash artists are also excited to embrace LUUM technology and its ability to empower a sustainable career with benefits never experienced in the industry. LUUM's Beauty Experience Automation works hand-in-hand with beauty professionals and is the future of beauty services. As LUUM continues to expand its presence, they remain committed to showcasing how these advancements can enhance customer experiences and redefine beauty services in select retail environments.