Overview
Live Tinted is a notable player in the beauty industry based in Los Angeles, California. The brand is dedicated to creating clean, vegan, cruelty-free, and fragrance-free products that cater to a diverse range of skin tones. Founded by Deepica Mutyala, Live Tinted emphasizes skincare benefits with ingredients like Hyaluronic Acid, Vitamins C and E, and Squalane. Known for addressing hyperpigmentation and promoting inclusivity, the brand is committed to reshaping beauty narratives and empowering users through innovative products.
Key Personnel
- Deepica Mutyala: Founder & CEO
- Background: A South-Asian beauty entrepreneur who gained fame through a viral YouTube video. She is an alumnus of The University of Texas at Austin – Red McCombs School of Business. Mutyala leads Live Tinted in its mission to celebrate all skin complexions and maintains a strong social media presence with 499k followers on Instagram.
- Stacy Panagakis: President
- Experience: Former CEO of Lime Crime, she contributes significantly to Live Tinted's strategic growth and future plans.
- Neilesh Mutyala: Co-founder & COO
- Kelsey Burton: Director of Finance & Analytics
- Danielle Rivers: Director of Retail & Education
- Hannah Kim: Director, Marketing + Digital Strategy
- Krupa Patel: Director, Supply Chain & Operations
- Aya Diaz: Brand Marketing Manager
Financial Overview and Growth
- Funding: Secured a total of $21.4 million through multiple funding rounds, with the latest being a $10 million Series A round in March 2023. Investors include Monogram Capital Partners, Unilever Ventures, and Silas Capital.
- Revenue: Estimated annual revenue is approximately $15.4 million, generating $225,900 per employee across a workforce of 68.
- Growth: Employee count rose by 66% last year, highlighting the brand’s upward trajectory.
Market Expansion and Strategic Initiatives
- Retail Presence: Expanded into significant retail outlets like Ulta Beauty.
- Product Innovation: Known for products like the “Huestick” and “Hueguard 3-in-1 Mineral Sunscreen SPF 30”. The brand focuses on cutting-edge beauty solutions that prioritize environmental responsibility.
Community and Marketing
- Mission: To change beauty narratives and unite communities through inclusive storytelling.
- Campaigns: Launched "It Feels Good To Be Seen" campaign, highlighting representation and community engagement.
- Community: Cultivated a dedicated following known as "Tint Fam".
Awards and Recognition
Featured in BeautyMatter’s FUTURE50, signaling its impact and standing among innovative beauty brands.
Competitors
- Every Man Jack: Annual revenue of $21.8 million with 87 staff, known for natural ingredients and sustainable practices.
- Maravilla Foundation-related companies: Present in similar markets emphasizing clean beauty.
Strategic Focus
Focused on community-driven innovation, Live Tinted incorporates feedback into product development. Its commitment to inclusivity and superior beauty solutions ensures a competitive advantage in the evolving cosmetics industry.
