Launched: 2019
Key Executives:
2025 Full Year Expected Revenue Range: $10 to $20 million
2025 Projected Offline Distribution Points: 2,060
Primary Category: Color Cosmetics
Other Categories: Skincare
Key Markets: United States, Canada
Retail Partnerships: Ulta Beauty, Sephora Canada
Primary Distribution Channel: Prestige
Other Distribution Channels: Amazon, DTC
Funding Rounds: Venture Capital
In 2022, Live Tinted closed a $10 million Series A round of funding led by Monogram Capital Partners with participation by Unilever Ventures, Devonshire Partners, and Silas Capital.
In October 2021, Live Tinted raised more than $3 million in a seed round of funding led by Montage Ventures with participation by Halogen Ventures, Curate Capital, and Fearless Fund.
In 2019, the brand closed a $1.7 million pre-seed round of funding from Bobbi Brown, Toni Ko (founder of NYX Cosmetics), Hayley Barna (Birchbox), Payal Kadakia (founder of ClassPass), Andy Dunn (CEO and co-founder of Bonobos), Jaimie Schmidt (founder of Schmidt’s Naturals), Shivani Siroya (founder of Tala), and Shilpa Shah (co-founder and CXO of Cuyana).
The inspiration for Live Tinted came from my personal journey growing up as a South Asian woman in Texas. Beauty standards didn’t reflect my skin tone, or culture, and I vividly remember using unconventional beauty methods (i.e., red lipstick under my eyes) to address concerns because there weren’t products designed for me. That experience inspired me to create products that work for everyone. Our brand is all about inclusivity and solving real problems. We focus on products that provide solutions that work across diverse skin tones and textures.
Most importantly, Live Tinted is more than just beauty products, we are all about representation and rewriting the narrative of what beauty looks like. Individuality is yet to be fully embraced in the beauty industry. Our products not only enhance but also empower our customers. It’s about giving everyone the tools to show up as their authentic selves.
Insights provided by Deepica Mutyala, Founder + CEO
Key business initiatives for 2025?
Our #1 initiative for 2025 is to amplify our community. The heart of our brand has always been connecting with people—making them feel seen, celebrated, and inspired. We’re prioritizing creating immersive experiences—online, in-person, and through partnerships, to empower our community and celebrate our individual identity.
What are you most proud of having accomplished?
What I’m most proud of is the impact we’ve had in shifting the beauty industry toward true inclusivity. Launching Live Tinted wasn’t just about creating products; it was about building a platform where people who’ve felt overlooked can finally feel seen and celebrated. Watching our community grow and hearing how our work has empowered people to embrace their individuality is so fulfilling. I’m so proud of the lives we’ve touched and the communities we’ve built. It’s proof that when you lead with purpose, real change can happen.
What has been the biggest surprise?
The biggest surprise has been the connection and impact our brand has created. When I started, my goal was to solve a problem and celebrate underrepresented beauty, but I never anticipated how deeply it would resonate with people around the world. Hearing stories from our community about how our products and messages have changed their confidence has been so humbling.
What fuels your competitive advantage?
From the beginning, we’ve focused on building a community of people who haven’t felt seen by the beauty industry. Our competitive advantage comes from solving problems that have long been overlooked. We don’t just make products for the masses; we innovate for our community that has been excluded from traditional beauty standards. Additionally, we’ve built deep connections with our community, and our customers see themselves in our brand; not just in the products but in the stories we tell and the voices we amplify.
Insight on the future of the beauty industry.
The future of the beauty industry lies in purpose. Consumers are no longer just looking for products but a brand that reflects their values, tells a story that resonates, and meets their unique needs. Most importantly, the future of beauty is about empowerment. It’s no longer about chasing unattainable standards, it’s about embracing who you are and celebrating your unique beauty.
What is the best piece of advice you’ve been given?
The best advice I’ve been given is to lead with authenticity and embrace your individuality. By doing this, you can create a space for real impact, and it allows a community of people who resonate with your story to find you.
What is the best mistake you've ever made and what did you learn?
The best mistake I’ve ever made was underestimating how powerful being vulnerable could be. When I uploaded my red lipstick under-eye hack video, I wasn’t trying to create a viral moment; I just wanted to share a personal tip that worked for me. Honestly, I wasn’t fully prepared for the world to see me in such a vulnerable way. The video turned into a larger conversation that highlighted a massive gap in the beauty industry. That video became the foundation of everything I’ve built since. It’s a constant reminder to lean into being vulnerable, and trust that the right people will connect with you.
What advice would you give to someone contemplating launching a beauty brand?
If you’re contemplating launching a beauty brand, my best advice is to stay true to why you’re doing it. Understand the purpose behind your brand and let that guide every decision you make. It’s easy to get caught up in trends or following the crowd, so you need to know who you are and what your purpose is and stick with it! You have to really want it. The road and journey is long so make sure you’re building a brand that you’re proud of.
If you could change one thing in the beauty industry what would it be?
If I could change one thing in the beauty industry, it would be to shift the focus from the “ideal” beauty standards to celebrating individuality. Every person deserves to see themselves, and it’s time to fully embrace diversity.