Live Tinted has secured $15 million to date.
Founded by Deepica Mutyala in 2018, Live Tinted has sold 1 million units since launch. Mutyala’s rise began with a viral video; in 2015 she posted a tutorial YouTube clip on how to cover dark under eye circles with red lipstick, which has accumulated 10 million views. Mutyala proceeded to launch the brand with a multiuse corrector, Huestick, as she grew her community. The hero product quickly sold out and accumulated a 10,000-plus-person waitlist, according to the brand.
“My team and I are committed to creating solution-oriented products for a diverse community led by our consumers’ demand, and this investment will help us do just that, along with support further expansion with our retail partner, Ulta, and bring on additional executive hires to join our team,” Mutyala told WWD exclusively.
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