Naked Labs is pushing the idea of fitness tracking and body obsession beyond blurry Instagram and Snapchat selfies in the gym. To do so, the startup has raised $14 million in a Series A round led by Founders Fund and is officially launching its 3D body scanner. NEA, Lumia Capital, and others also participated in the round.
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Founded in 2015, the appropriately named Naked has designed a mirror which scans every inch of a user’s body. To use the device, an individual steps onto the scale in front of the 63-inch mirror. The scale both determines the individual’s weight and operates as a turntable, rotating the individual in front of the mirror as the Intel sensors behind the mirror’s surface use infrared light to scan the body and take measurements.
After the scan, the bluetooth and WiFi-enabled mirror then uploads the information and scan to the cloud. With a smartphone or tablet, users can access the 3D image of their body along with metrics including body fat percentage, weight, and circumferences. Users can also see side-by-side comparisons of their 3D images as well as graphs that track data from previous scans.
The company markets its products to individuals looking to track their fitness progress over time and recommends that users scan their bodies at least weekly. According to its website, the data from scans is stored on the company’s cloud servers and users can delete the data at any time.
“Democratizing this information — previously available only in gyms and medical facilities — empowers the individual to take control of his or her own body story,” the company wrote in its press release.
At $1,395 per device, or the price of a Macbook, the scanner likely faces barriers in reaching the masses. However, Naked and its investors are betting that individuals looking to make changes to their outward appearance will find it worth the price.