Inclusive-shade color cosmetics, skincare, and SPF for diverse skin tones, sold direct at livetinted.com alongside Ulta Beauty and Sephora Canada, backed by a $10M Series A closed in February 2023.

Paid-led and creator-amplified, with a heavy Meta ad rotation paired against organic TikTok and Instagram creator content driving most of the visible growth motion.

About 96,700 monthly visits (+67.6% over the last 3 months), 280,205 Instagram followers, and 44 Meta ads plus 8 Google ads in the library as of July 13, 2026.

As of July 13, 2026, the newest wave tests the HUELIGHTER highlighter launch across Dynamic Creative Optimization and video variants running about 13 days.

As of a June 2026 report, founder Deepica Mutyala ceded the CEO seat to incoming chief executive Sherry Jhawar, a board member since the 2023 Series A, timing the shift alongside a paid-and-SEO machine that has effectively replaced founder-led virality as the growth engine.