Get ready for an exclusive scoop on the beauty industry's latest funding news! Live Tinted, a brand that's making waves, has just secured some serious backing.
Curate Capital and L'Oréal's bold venture arm, BOLD, have stepped in to support Live Tinted's mission. This funding round is a big deal, with existing investors like Monogram Capital and Unilever Ventures also showing their commitment. The terms are hush-hush, but one thing's for sure: Live Tinted's valuation has skyrocketed since its Series A in 2023.
But here's where it gets interesting... Curate Capital, through its founding partner Carrie Colbert, has increased its stake in Live Tinted. Carrie gushed about her initial investment in founder and CEO Deepica Mutyala back in 2021, praising her vision and purpose. Live Tinted, according to Carrie, is more than just a company; it's a movement that resonates deeply with a passionate community.
For Deepica, this new investment is a game-changer. She plans to focus on strategic priorities, including their successful collaboration with Ulta Beauty. Live Tinted's skin tint, which sells like hotcakes every two minutes at Ulta, is a key part of their strategy. Deepica wants to build on this success and continue to lead in complexion protection, a space that aligns perfectly with Live Tinted's ethos.
Deepica has also strengthened her executive team, bringing back Aminata Tall as CMO and appointing Celina Areosa as SVP of Sales. The brand is doubling down on its existing distribution channels rather than expanding rapidly. They're focusing on fewer, stronger launches that align with their core business of complexion protection and skin tone expertise.
Jessica Phillips, VP of Merchandising at Ulta Beauty, praised Live Tinted's founder-led, purpose-driven approach. She believes that Deepica and her team have the operational rigor and consumer connection needed to scale in prestige retail. This next phase of growth, backed by such prestigious investors, is a testament to Live Tinted's strength and potential.
And this is the part most people miss... Deepica plans to shift their marketing strategy. She wants to proactively unveil new products and engage their community via brand platforms. Live Tinted started as a community brand, and Deepica wants to bring that spirit back. She aims to focus on meaningful innovation and thoughtful marketing partnerships, rather than just launching new products.
From a marketing perspective, Live Tinted will streamline its communications around its hero products, reminding everyone of the brand's soul and purpose. Deepica wants to ensure that Live Tinted is known for its unique focus on skin tones and complexion.
So, what do you think? Is Live Tinted's strategy a recipe for success? Will their community-focused approach and emphasis on complexion protection set them apart? We'd love to hear your thoughts in the comments below! This is a brand to watch, and we can't wait to see what they do next.
