L’Oréal’s corporate venture capital fund BOLD (Business Opportunities for L’Oréal Development) is among the businesses that have invested in hybrid make-up and skin care brand Live Tinted.
The funding round, which was led by venture capital firm Curate Capital, saw investments from BOLD and from existing investors Unilever Ventures and Monogram Capital.
Early backers, including Jones Road Beauty founder Bobbi Brown; Toni Ko, founder of NYX Professional Makeup; and Birchbox co-founder Hayley Barna, also participated.
“This investment reflects the strength of our business and our long-term vision,” said Deepica Mutyala, founder and CEO of Live Tinted.
“From day one, we have built beauty products that work across all skin tones, with complexion and sun protection at the core, without compromise.”
Live Tinted, which claims to be one of the first South Asian–founded brands to launch in US beauty retailer Ulta Beauty, sold more than one million products across its portfolio in 2025.
It is best known for Hueguard Skin Tint SPF 50, which combines complexion coverage with broad-spectrum sun protection.
“Live Tinted exemplifies the kind of founder-led, purpose-driven brand we are proud to build alongside at Ulta Beauty,” said Jessica Phillips, VP of Merchandising, Ulta Beauty.
“Deepica and her team have consistently delivered meaningful innovation rooted in inclusivity, while also demonstrating the operational rigour, collaborative approach and consumer connection needed to scale in prestige retail.”
The investment has been made alongside Celina Areosa who joins as Senior VP of Sales, where she will lead global sales strategy and retail expansion across speciality and wholesale channels.
Live Tinted said Areosa brings expertise in scaling prestige beauty brands, most recently serving as Senior VP of Field & Domestic Sales at Anastasia Beverly Hills.
Earlier in her career, she spent more than a decade at Benefit Cosmetics, rising to VP of Sales and also leading the Ulta Beauty business.
Areosa said: “Live Tinted is redefining what prestige beauty means when inclusivity and purpose lead the way.
“I am thrilled to help drive our next phase of growth, strengthen our retail presence, and connect with even more consumers in a way that stays true to our mission and community.”
Live Tinted was founded by Mutyala in 2018, gaining recognition after posting a YouTube video on representation in beauty, which went viral.
The brand launched with its debut product, Huestick All-over Color Corrector.
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