Name

Live Tinted

Legal name

Live Tinted, Inc.

Website

https://livetinted.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Inclusive Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Professional Skincare & Facial Treatments (CRABALAF), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Inclusive beauty products
• Clean vegan cosmetics
• Mineral sunscreen SPF
• Shade inclusive makeup
• Hyperpigmentation skincare

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Live Tinted generates revenue through its primary e-commerce platform livetinted.com, selling individual products, bundles, and sets directly to consumers at retail prices.
2. Subscription Model: The brand offers Subscribe & Save options on products, providing 10% discount for recurring subscription orders, generating predictable recurring revenue from loyal customers.
3. Retail/DTC Hybrid: Products are available through Live Tinted's own e-commerce as well as Ulta retail stores and ulta.com, suggesting wholesale or retail partnership revenue streams.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Live Tinted develops, manufactures, and sells inclusive, clean, vegan, and cruelty-free makeup and skincare products designed specifically for consumers with melanin-rich skin tones. Its portfolio spans complexion (concealer, skin tint, complexion stick, color corrector, setting powder), suncare (mineral SPF 30, SPF 50 skin tint and glotion, invisible sunscreen stick, body mist), hyperpigmentation treatment (serum sticks, eye cream, vitamin C stick), lip products (gloss, balm, liquid lipstick), eye and brow products, brushes and tools, and curated sets and kits, distributed direct-to-consumer and through Ulta Beauty.

Product overview

Live Tinted is an inclusive beauty brand offering a comprehensive portfolio of clean, vegan, and cruelty-free makeup and skincare products. The core product lines include the HUEGUARD suncare line (featuring SPF 30 and SPF 50 mineral sunscreens, tinted skin tints, body mists, and sunscreen sticks), the HUESKIN complexion line (hydrating serum concealer, setting powder), the HUESTICK multi-use color stick line, and the SUPERHUE hyperpigmentation treatment line. The brand emphasizes inclusive shade ranges across all complexion products, with shade offerings ranging from deep to fair skin tones. Products are sold directly through livetinted.com with bundled kits available for routine-based purchases.

Differentiator

Problem solved

Functional benefit

Brands

• HUEGUARD: Sun care line including SPF 30 mineral sunscreen moisturizers, SPF 50 skin tints, and invisible sunscreen sticks
• HUESKIN
• HUESTICK
• HUEBEAM
• SUPERHUE
• LEGACY
• HUEGLOSS
• SOFTGLOSS
• TINTED Rewards

Products and services

• HUEGUARD 3-in-1 Mineral Sunscreen, Moisturizer, Primer SPF 30 A multitasking 100% mineral SPF 30 that combines sunscreen, moisturizer, and primer in one product, featuring 18.23% Zinc Oxide and no white cast, designed for melanin-rich skin tones.
• HUEGUARD Skin Tint SPF 50 Mineral Sunscreen Broad Spectrum A lightweight mineral SPF 50 skin tint with light to medium buildable coverage, 9.5% Zinc Oxide, and no white cast, offered in 13 inclusive shades.
• HUEGUARD Invisible Body Mist SPF 50 A broad-spectrum chemical SPF 50 body spray with 360 degree continuous mist, quick-dry non-greasy formula with sweet coconut scent.
• HUEGUARD Glotion Mineral Sunscreen SPF 50 A lightweight glowy tinted mineral SPF 50 that hydrates, primes skin for makeup and leaves a radiant finish, available in two flexible shades.
• HUEGUARD Invisible Sunscreen Stick SPF 50 A clean, clear sunscreen stick with no white cast that is water and sweat resistant, conveniently purse-friendly for easy reapplication.
• HUESKIN Hydrating Serum Concealer A lightweight medium-to-full coverage serum concealer that instantly blurs dark circles and spots while active ingredients brighten over time, offered in 22 inclusive shades.
• HUESKIN Brightening Core Setting Powder A lightweight silky hybrid finishing powder that sets makeup, blurs pores, and controls shine with a brightening core for radiant glow.
• HUESTICK Complexion Stick A medium-to-full buildable coverage complexion stick that smooths, blurs, and leaves a soft matte finish with skincare benefits.
• HUESTICK All-over Color Corrector A creamy multistick that color corrects, brightens, and balances the look of discoloration, available in five shades for different skin tones.
• HUESTICK Lip and Cheek Multistick A bold multistick for use on entire face including eyes, lips, and cheeks, packed with hydrating Hyaluronic Acid, Squalane, and Vitamins C and E.
• SUPERHUE Hyperpigmentation Serum Stick A balm-to-serum stick made with active-brightening ingredients to help fade hyperpigmentation and dark spots.
• SUPERHUE Brightening Eye Cream A dark circle eye cream powered by hyperpigmentation-targeting actives like Niacinamide, Caffeine, and Vitamin C to calm and firm the under-eye area.
• SUPERBRIGHT 15% Vitamin C Serum Stick A balm-to-serum stick supercharged with 15% Vitamin C to brighten uneven skin tone and target texture with clinically proven results.
• HUEBEAM Gradient Blushing Bronzer A lightweight highly-pigmented gradient bronzer that provides a sun-kissed look with four blendable shades.
• HUELIGHTER Multi-Dimensional Highlighter A pressed powder highlighter with multi-dimensional glow that shifts beautifully across skin tones.
• HUEGLOW Liquid Highlighter Drops Subtle micro-shimmer drops with 73% skincare ingredients including Squalane and Hyaluronic Acid for hydrated glow.
• Blush Crush Liquid Blush A creamy liquid blush that easily blends and builds for naturally flushed cheeks that last all day.
• LEGACY Liner Liquid Kajal A precision quick-drying liquid liner with thin felt tip for flawless all-day wear without smudging.
• LEGACY Lash Volumizing and Lengthening Mascara A clean mascara and lash serum hybrid designed to deliver instant lash volume and lasting lash benefits.
• HUEBROW Clear Setting Eyebrow Gel A strong yet flexible brow gel to shape, tame, or laminate brows with dual-sided applicator.
• HUELINER Longwearing Kajal Pencil Liner A waterproof, transfer-proof eyeliner that is creamy enough to glide and blend without tugging.
• SOFTGLOSS Juicy Lip Gloss Sheer universally flattering lip glosses with Hyaluronic Acid, Coconut Oil, and Shea Butter for non-sticky reflective glow.
• Unity Balm An ultra-hydrating lip balm in a universal warm tint with Shea and Murumuru Seed Butter, Hyaluronic Acid, and Vitamin E.
• HUEGLOSS High-Shine Lip Gloss A hydrating non-sticky gloss with Hyaluronic Acid, Coconut Oil, and Shea Butter in seven shades.
• HUELIP Liquid Lip Creme A long-lasting non-drying matte lip color infused with Hyaluronic Acid and Jojoba Oil in twelve shades.
• Ritual Mist Prep, Set and Refresh Spray A setting spray that locks makeup in place for up to 16 hours while controlling shine with Hyaluronic Acid and Lotus Water.
• Rays Copper Peptide Eye Masks Cooling eye masks that help soothe, brighten and nourish undereyes with Copper Peptides, Banana Extract, and Bakuchiol.
• LEGACY Eyelash Curler A wide curved eyelash curler designed for all eye shapes with hypoallergenic silicone pad.
• Face and Body Soft Diffuse Kabuki Brush A supersoft rounded brush with dense bristles for controlled application of liquid, cream, and powder products.
• Everyday Essentials Kit A 3-step kit including HUEGUARD Mineral Sunscreen SPF 30, HUEGUARD Skin Tint SPF 50, and HUESKIN Hydrating Serum Concealer.
• The Founder's Edit A limited-edition kit curated by founder Deepica Mutyala featuring core products and exclusive NO SHADE hat.
• E-Gift Card Digital gift card available in denominations from $25 to $350.
• No Shade Baseball Cap Live Tinted branded baseball cap in signature deep rich brown color.

Quantifiable outcome

• Over 1 million products sold in 2025
• +5 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Sherry Jhawar (CEO)coreOthers · 17 June 2026Appointed new CEO effective June 2026, previously founder of Blended Strategy Group and founding team member at Eos. Will prioritize expanding retail partnerships and building TikTok Shop strategy. Founder Deepica Mutyala transitions to 'founder and visionary' role.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorRetail distribution partnership with Ulta Beauty. Products available in Ulta stores and ulta.com, providing mainstream retail access and product trial opportunities for consumers. Key channel for physical retail expansion.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Fenty Beauty: Founded by Rihanna, Fenty Beauty is the category-defining inclusive beauty brand with industry-leading shade ranges and a global D2C-plus-retail model. Most directly comparable to Live Tinted in mission (inclusivity for deeper skin tones), product portfolio breadth (face, lip, eye), and viral-driven growth strategy.
• Mented Cosmetics: Mented is a D2C beauty brand built specifically for women with deeper skin tones, offering complexion, lip, and eye products with inclusive shade ranges. Closely comparable to Live Tinted in target consumer, brand positioning, and product mix.
• Uoma Beauty: Uoma Beauty is an inclusive beauty brand offering complexion, eye, lip, and body products formulated for diverse skin tones. Comparable to Live Tinted in inclusive-beauty positioning, DTC-first distribution, and breadth of color cosmetics.
• Pat McGrath Labs: Pat McGrath Labs is a prestige color-cosmetics brand known for high-pigment, inclusive ranges sold D2C and through retailers like Sephora. Comparable to Live Tinted on the complexion/multi-use color stick side, with a more premium and artist-driven positioning.
• Rare Beauty: Rare Beauty is a celebrity-founder-led (Selena Gomez) D2C-plus-retail beauty brand built around community and emotional branding. Comparable to Live Tinted in founder-led, community-driven (#tintfam equivalent), social-media-native growth model.
• Glossier: Glossier is a digitally native beauty brand selling skincare and color cosmetics D2C with selective retail. Comparable to Live Tinted in DTC-led, community-oriented, digitally native operating model and product breadth across skincare and color.
• Kosas: Kosas is a clean-beauty D2C brand offering complexion, lip, and eye products positioned around skincare-makeup hybrids. Comparable to Live Tinted in clean/vegan formulation, skincare-active-infused cosmetics, and premium D2C positioning.
• Tower 28 Beauty: Tower 28 is a clean-beauty brand selling sensitive-skin-friendly complexion and color cosmetics through D2C and Sephora. Comparable to Live Tinted in clean-beauty positioning, D2C-plus-prestige-retail distribution, and face-product focus.

Broad incumbents

• e.l.f. Cosmetics: e.l.f. is a large mass-market beauty brand with broad complexion, color, and skincare portfolios. Comparable to Live Tinted as a broader beauty incumbent that has expanded into inclusive shade ranges and competes on price-accessible beauty.
• Maybelline (L'Oréal): Maybelline is a global mass-market color cosmetics brand owned by L'Oréal with expanding inclusive shade ranges. Comparable to Live Tinted as a broader incumbent in face, eye, and lip makeup whose inclusive-line expansion directly competes for the same consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/livetinted
• YouTubeyoutube.com/tinted
• Facebookfacebook.com/livetinted
• Instagraminstagram.com/livetinted
• TikToktiktok.com/@livetinted

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds10 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Live Tinted