Bobbi Brown and Birchbox founder back inclusive makeup brand

Live Tinted began life as an interactive community on Instagram, created primarily to drive inclusivity within the beauty industry. Founded by Deepica Mutyala, it focuses on the products made for skin tones that are underrepresented in media.

Live Tinted is now a fully-fledged beauty brand thanks to launch of Huestick, a vegan lip, eye and cheek multitasker that's made to balance out dark circles, spots, and hyperpigmentation. With Mutyala creating the product with inclusivity in mind and with the support of her loyal online community, it's unsurprising that Huestick has already gained a cult following. 

Now, Live Tinted looks set to hit the big time with its first injection of capital. While it's not known exactly how much the brand has raised, WWD reported overnight that the seed round comes courtesy of some well-known beauty investors such as Bobbi Brown, Birchbox co-founder, Hayley Barna and Payal Kadakia, co-founder of ClassPass.

It's thought Mutyala's next steps are to build out Live Tinted's product assortment, as well as revamp the website and launch internationally.

Mutyala initially gained her big break in beauty following a YouTube video that saw her use red lipstick under her eyes as a colour corrector, which quickly went viral. Since then, she has been building momentum around herself and the online community in order to start and grow her own beauty line.