Live Tinted has closed a Series A fundraising round of $10 million led by Monogram Capital Partners, bringing the total funding raised to date to $15 million.
WHO: Los Angeles-based Live Tinted was founded in 2018 and launched its first product, Huestick, in May 2019 leveraging the #TintFam community that founder Deepica Mutyala, a Texas native of South Asian descent, built after a 2015 YouTube video went viral. At the time, she was a senior manager of brand development at Birchbox; she went on to become an influencer and is now brand founder of an inclusive color range of hybrid products.
WHY: The brand will use the fresh capital to fuel growth at Ulta Beauty, expanding the marketing and executive team as well as employing the capital for product innovation and category expansion.
IN THEIR OWN WORDS: “From the outset, Live Tinted really stood out to us as an inclusive and solutions-oriented brand for people with melanin-rich skin,” states Oliver Nordlinger, co-founder and Partner of Monogram Capital Partners. “Collaborating with Deepica and the rest of the Live Tinted team has been such a pleasure and we remain incredibly excited for all of the growth ahead.”
“Live Tinted started for me as a way to bring an underrepresented community together. The process of raising and closing the funding was one of the toughest business journeys I’ve been through, especially as a woman of color” says Deepica Mutyala, CEO and founder of Live Tinted. “I wanted to find the right partners and investors to share my vision and beliefs for Live Tinted’s future, who could also help the brand continue to grow and make a mark in the beauty industry.”
“Ulta Beauty has been deeply inspired by Deepica’s solution driven and inclusive mission, even early on in our conversations during the development stage of Live Tinted’s first prototypes,” shares Muffy Clince, Director of Emerging Brands at Ulta Beauty. Throughout the brand’s journey—from launching within Sparked at Ulta Beauty as an emerging brand in 2021, to now—we have continuously seen strong engagement from our guests and it has become one of our fastest growing emerging brands in the cosmetic category. We are so excited about the future growth potential for LiveTinted and the plans we have in place to further accelerate the brand this year!”
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