Breaking News: Curate Capital and L’Oréal's BOLD Venture Arm Invest in Live Tinted!
In an exciting development, Live Tinted has successfully secured a significant influx of funding, marking a new chapter for the brand. Curate Capital, along with L’Oréal’s BOLD venture division, has joined existing investors such as Monogram Capital and Unilever Ventures in this latest financing round. While specific terms of the investment remain undisclosed, it's noteworthy that these contributions were made at a valuation that has more than doubled since their Series A funding in 2023.
Carrie Colbert, founding general partner of Curate Capital, expressed her enthusiasm for the brand and its founder Deepica Mutyala. "When I first invested in Deepica back in 2021, I was captivated by her vision and the meaningful purpose driving Live Tinted," Colbert remarked. "Observing the brand’s growth and its resonance with a diverse and passionate community has truly been gratifying. Now, Live Tinted has evolved into more than just a company; it has become a movement. I am thrilled that Curate Capital continues to be part of this journey."
For Mutyala, the additional funding will play a crucial role in advancing key strategic initiatives for the business. She highlighted the success of their skin tint product, available at Ulta Beauty, which sells approximately every two minutes. "I’ve always aspired to create a flagship product that aligns with our commitment to complexion inclusivity, reflecting what Live Tinted stands for," she stated. "This investment allows us to scale up and enhance everything that is already performing well."
In addition to securing funding, Mutyala has expanded her executive team, appointing Aminata Tall, the original vice president of marketing, back into the role of chief marketing officer, alongside Celina Areosa as senior vice president of sales.
Instead of rapidly increasing their retail presence, the company plans to focus on strengthening its current distribution strategy. "We have established a solid foundation, and our goal now is to streamline our launches—fewer products but with greater impact—focusing on our core strengths in complexion and sun protection," Mutyala explained. "We are committed to becoming leaders in this area, which is integral to the Live Tinted mission."
Jessica Phillips, vice president of merchandising at Ulta Beauty, shared her thoughts via email, stating, "Live Tinted embodies the kind of founder-led, purpose-driven brand we are excited to support at Ulta Beauty. Deepica and her team consistently deliver innovative offerings grounded in inclusivity, demonstrating the operational excellence and collaborative spirit necessary for success in prestige retail. The quality of the investors involved in this next growth phase speaks volumes about the brand's strength and long-term promise."
Mutyala also mentioned a shift in marketing tactics, indicating that they plan to introduce new products proactively and engage their community through the brand’s social media platforms. "Live Tinted originated from a community-focused ethos. How can we invite our audience to join us on this journey? We began with color correctors; we want to know what they would like to see next in this space," she noted. "Live Tinted must emphasize its unique identity, centered around skin tones and complexions."
From a marketing standpoint, the brand will refine its messaging related to its flagship products. "We understand that the essence of our brand lies in telling a compelling story. I aim to refocus attention on the very reasons this brand was founded. Expect to see a variety of thoughtful marketing collaborations and strategies from us in the coming year—not just new product launches," Mutyala said. "Our focus is on growth, scaling based on what resonates with our community, and honoring our origins."
But here's where it gets controversial: As Live Tinted continues to navigate growth while maintaining its community roots, will they succeed in balancing innovation with authenticity? What do you think about their approach? Share your thoughts in the comments below!
