Curate Capital, L'Oreal's bold venture arm, has taken a stake in Live Tinted, a beauty brand that has been making waves in the industry. This investment round also includes existing investors Monogram Capital and Unilever Ventures, with terms not disclosed, but it's noted that the investments were made at 'more than double' the valuation of its series A in 2023. This is a significant milestone for the brand, and it's a testament to the hard work and vision of its founder and CEO, Deepica Mutyala.
Mutyala has been working on several strategic priorities for the business, including leaning into Ulta Beauty and their skin tint, which sells every two minutes at Ulta. She's also been focused on building out her executive team, including the return of Aminata Tall as chief marketing officer and the appointment of Celina Areosa as senior vice president of sales. The company is also doubling down on its existing distribution, rather than immediately planning to expand its door count.
The marketing strategy for the brand is also shifting, with Mutyala planning to unveil new products proactively and allow her community to follow along via the brand's platforms. She's also focusing on streamlining communications around its hero products, recognizing that the soul of the brand was around a beautiful marketing story. This investment and these strategic priorities are a clear indication of the brand's strength and long-term potential, and it's exciting to see what the future holds for Live Tinted.
