Live Tinted: A New Era of Growth and Purpose
Live Tinted, the inclusive beauty brand founded by Deepica Mutyala, has recently secured significant new funding, marking a pivotal moment in its journey. With investments from Curate Capital and L’Oréal’s BOLD venture arm, along with backing from existing investors like Monogram Capital and Unilever Ventures, the latest funding round involved valuations that exceeded double those of the previous Series A round in 2023. While specific financial terms remain undisclosed, the enthusiasm surrounding this investment indicates strong confidence in the brand’s potential.
Curate Capital has increased its stake in Live Tinted, showcasing a long-term commitment to the vision and mission spearheaded by Mutyala. Carrie Colbert, the founding partner of Curate Capital, expressed her admiration for Mutyala’s steadfast vision and the community that Live Tinted has cultivated. Colbert articulated that the brand has transcended conventional business boundaries, evolving into a movement focused on inclusivity and representation in beauty. This synergy has made the investment journey not just financially rewarding but gratifying on a personal level for those involved.
For Mutyala, this new capital is an opportunity to strategically propel the brand’s key initiatives. Central to her vision is the popular skin tint at Ulta Beauty, which sells every two minutes—an impressive feat that underscores the brand’s foothold in the market. Mutyala emphasized her desire to strengthen the brand’s core offering in complexion products, aiming to further expand its shade-inclusive ethos. The recent funding will assist in scaling these efforts, allowing Live Tinted to optimize what is already succeeding rather than immediately pursuing new markets.
As part of this growth strategy, the company is fortifying its leadership team, bringing back Aminata Tall as chief marketing officer and welcoming Celina Areosa as senior vice president of sales. This refreshed executive lineup is crucial for executing Live Tinted’s vision of deeper market penetration without prematurely expanding its retail footprint. Mutyala emphasized a focus on delivering stronger, more impactful product launches that align with the brand’s core values, particularly concerning skin tone inclusivity and protective products like SPF.
Jessica Phillips, vice president of merchandising at Ulta Beauty, echoed the positive sentiment surrounding Live Tinted, commending its founder-led, purpose-driven approach. She noted that the brand’s consistent innovation and operational discipline demonstrate its readiness to scale within the competitive beauty retail landscape. This endorsement from Ulta reinforces the strength and potential of Live Tinted as it enters this next phase of growth.
Moving forward, Mutyala intends to reshape her marketing strategies to bring the community along for the journey, emphasizing collaboration and feedback. By engaging directly with her audience and channeling their insights into new product development, she aims to deepen the brand’s connection with customers. As Live Tinted returns to its roots of community engagement and focused storytelling, the future looks bright for a brand that has always strived to make beauty more inclusive and empowering.
