{"id":23004,"date":"2026-05-24T20:18:33","date_gmt":"2026-05-24T20:18:33","guid":{"rendered":"https:\/\/www.europesays.com\/france\/23004\/"},"modified":"2026-05-24T20:18:33","modified_gmt":"2026-05-24T20:18:33","slug":"exclusive-curate-capital-loreals-bold-venture-arm-back-live-tinted","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/23004\/","title":{"rendered":"EXCLUSIVE: Curate Capital, L\u2019Or\u00e9al\u2019s BOLD Venture Arm Back Live Tinted"},"content":{"rendered":"\n

Live Tinted<\/a> is flush with new funding.<\/p>\n

Curate Capital has taken a stake in the brand, as has L\u2019Or\u00e9al\u2019s BOLD venture arm, in a funding round inclusive of existing investors Monogram Capital, Unilever Ventures and more. Terms of the round were not disclosed, though a joint statement noted investments were made at \u201cmore than double\u201d the valuation of its series A in 2023.<\/p>\n

More from WWD<\/p>\n

Curate was among the existing investors upping their stake. \u201cWhen I first invested in [founder and chief executive officer Deepica Mutyala<\/a>] in 2021, I was immediately drawn to her vision, conviction, and the purpose behind Live Tinted,\u201d said Carrie Colbert, founding and general partner of Curate Capital. \u201cWatching the brand grow and deeply resonate with such a broad and passionate community has been incredibly rewarding. Now, Live Tinted is more than a company, it\u2019s a movement, and I\u2019m honored for Curate Capital to continue to be a part of this journey.\u201d<\/p>\n

For Mutyala, the new investment<\/a> will feed into a few of her strategic priorities for the business. <\/p>\n

\u201cWhat\u2019s working is leaning into [Ulta Beauty] and our skin tint that we launched, which sells every two minutes at Ulta. I\u2019ve always wanted to have a hero [stock keeping unit] that falls under this idea of complexion because of the ethos of what Live Tinted stands for,\u201d Mutyala said in a nod to the shade-inclusive range. \u201cThis funding and this milestone just help us scale and grow everything that\u2019s going well for us.\u201d<\/p>\n

Mutyala has built out her executive team as well, including the return of Aminata Tall, the brand\u2019s first vice president of marketing, as chief marketing officer. The brand has also appointed Celina Areosa senior vice president of sales.<\/p>\n

The company is doubling down on its existing distribution, rather than immediately planning to expand its door count. \u201cWe have the footprint. This is about fewer launches \u2014 but better, stronger launches \u2014 that align with our hero parts of the business, which is complexion protection. We are owning everything relating to skin tones and products that work in that department, but also have found this success in SPF, and that\u2019s working for us,\u201d Mutyala said. \u201cIt\u2019s how can we continue to be owners and be authorities in that space, it ties so critically to the Live Tinted mission.\u201d<\/p>\n

Jessica Phillips, Ulta Beauty<\/a>\u2019s vice president of merchandising, said via email, \u201cLive Tinted exemplifies the kind of founder-led, purpose-driven brand we are proud to build alongside at Ulta Beauty<\/a>. Deepica and her team have consistently delivered meaningful innovation rooted in inclusivity, while also demonstrating the operational rigor, collaborative approach, and consumer connection needed to scale in prestige retail. This next phase of growth \u2014 and the caliber of investors backing it \u2014 speaks volumes about the strength of the brand and its long-term potential.\u201d<\/p>\n

The marketing strategy for those launches is also going to shift, Mutyala said, noting she\u2019s going to unveil new products proactively and allow her community to follow along via the brand\u2019s platforms. <\/p>\n

\u201cLive Tinted started as a community brand. How do we bring them on the journey with us now and say, \u2018We started as a color corrector, what do you wish we saw in this space?’\u201d Mutyala said. \u201cLive Tinted has to be able to double down and be known for what we uniquely stand for, and it\u2019s skin tones and complexion.\u201d<\/p>\n

From a marketing perspective, the brand is going to streamline its communications around its hero products. <\/p>\n

\u201cWe recognize and know that the soul of this brand was around a beautiful marketing story. I wanted to bring back the focus to why this brand ever existed. You\u2019ll see a lot of interesting, thoughtful marketing partnerships and execution from us this year, more so than just new launches,\u201d Mutyala said. \u201cThis is all about growth, scale, focusing on what\u2019s working with us, the community, why we started.\u201d<\/p>\n

Best of WWD<\/p>\n

Sign up for WWD’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Live Tinted is flush with new funding. Curate Capital has taken a stake in the brand, as has…\n","protected":false},"author":2,"featured_media":23005,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12905],"tags":[17058,17056,1580,16227,17057,15750],"class_list":["post-23004","post","type-post","status-publish","format-standard","has-post-thumbnail","category-loreal","tag-curate","tag-deepica-mutyala","tag-loreal","tag-live-tinted","tag-monogram-capital","tag-ulta-beauty"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/23004","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=23004"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/23004\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/23005"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=23004"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=23004"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=23004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}