Makeup Brand Live Tinted Receives Substantial Series B Funding Backed By L’Oreal’s Venture Capital Firm

Popular makeup brand Live Tinted gets a sizeable valuation in its latest round of funding, led by Curate Capital, L’Oreal’s BOLD venture arm for female-led consumer brands, reported by WWD. The undisclosed valuation is reported to be over double the company’s initial round of funding in 2023, signaling optimism and investment in the future strategic moves of the Los Angeles-based makeup brand.

“When I first invested in 2021, I was immediately drawn to her [Deepica Mutyala’s] vision, conviction, and the purpose behind Live Tinted,” reported Carrie Colbert, founding and general partner of Curate Capital, to Women’s Wear Daily. “Watching the brand grow and deeply resonate with such a broad and passionate community has been incredibly rewarding.”

Live Tinted, founded by former Birchbox brand development manager and viral influencer Deepica Mutyala, has created a loyal following of users of their vegan and cruelty-free makeup products. The makeup brand sold more than one million products in 2025, including its bestsellers HUEGUARD 3-in-1 Mineral Sunscreen, Hyperpigmentation Serum Stick, and its very first product, the ever-popular HUESTICK All-over Color Corrector. What truly makes the #TintFam makeup community so loyal to its award-winning products is Live Tinted’s mission to inclusivity, reflected in its beauty products. With offerings like shade match to help customers find products that accurately reflect their hue and over 20 shades available for some of their most popular products, Live Tinted strives to create makeup and skincare that live out its mission. This is one of the founding principles of the makeup brand, something founder Deepica Mutyala, a South Asian Texas native, has kept at the center of her company from the start.

“From day one, we have built beauty products that work across all skin tones, with complexion and sun protection at the core, without compromise,” said Deepica Mutyala, reported by Cosmetics Business.

Colorism as a South Asian woman inspired founder Deepica Mutyala, and became the heart of her pitch to investors for the first round of funding for her company Live Tinted back in 2023. After going viral in 2015 for a makeup hack she posted online (which also inspired her makeup brand’s first product), Deepica Mutyala decided to build her own makeup company, and Live Tinted was formed in 2018. Huestick, Live Tinted’s first product in 2019, put the makeup brand on the market, and four years later, the company saw a valuation of $10 million dollars in its series A investing round according to WWD. Now, with L’Oreal’s female venture capital firm Curate Capital leading the latest successful venture round, the brand will continue to thrive, with investments made from major companies including BOLD (Business Opportunities for L’Oreal Development), Birchbox co-founder Hayley Barna, and continuing investor Unilever Ventures.