Live Tinted Names Sherry Jhawar as New CEO

Live Tinted has appointed long-standing adviser and board member Sherry Jhawar as its new chief executive officer.

Founder Deepica Mutyala will continue in her role as founder and visionary and remain on the board of directors, while co-founder and chief operating officer Neilesh Mutyala will stay in his current position.

Jhawar assumes the role following a period of growth for the brand. Earlier this year, Live Tinted secured fresh investment in a round led by Curate Capital, with participation from Bold, L’Oréal’s corporate venture capital fund, as well as existing investors Monogram Capital and Unilever Ventures. The company said the raise valued the business at more than double its 2023 Series A valuation. It also marked the first joint investment by Bold and Unilever Ventures in a US-based beauty brand.

Founded by Deepica Mutyala in 2018, Live Tinted emerged from the digital community she built following her viral 2015 YouTube tutorial showing how red lipstick could be used to neutralise dark under-eyes. Initially a platform addressing industry-wide gaps in inclusivity, it quickly evolved into a fast-growing prestige beauty brand. Today, Live Tinted is recognised for its skin-first formulations, intentional shade ranges, and complexion products developed for all skin tones. The brand sold more than one million products across its portfolio in 2025, and according to the company, its flagship Hueguard Skin Tint SPF 50 currently sells every two minutes.

“My goal has always been to build Live Tinted into a legacy brand,” said Deepica Mutyala. “To do that, I need to focus on my superpowers: shaping the company vision, deepening our connection with the community, driving innovation, and laser-focusing on our mission. Sherry has been on this journey with me since the beginning. I trust no one more than her to lead us into this next critical phase of growth. Both her experience and passion for the brand made her the perfect person, and I am incredibly honored to welcome her as our new CEO.”

Jhawar brings experience across beauty, marketing, and consumer products. She began her career at L’Oréal before joining the founding team of personal care brand EOS, where she served as head of marketing and innovation for nearly eight years. Since then, she has advised emerging beauty brands, invested in consumer businesses, co-founded the strategic marketing agency Blended Strategy Group, and held several board positions.

“Live Tinted has always stood for something bigger than beauty products,” said Jhawar. “From the beginning, Deepica built a brand that made people feel seen and challenged the industry to think differently about representation, innovation, and community. To have the opportunity to help lead the next chapter is something I am incredibly excited about. What makes this especially exciting is the foundation that has already been built. Live Tinted has proven there is enormous demand for products created with all skin tones in mind, and the brand is entering this next phase with exceptional momentum, a passionate community, strong retail partnerships, and the support of world-class investors. I’m honored to help scale the impact of a brand and mission I deeply believe in.”

Live Tinted is available at Target and Ulta Beauty in the US, and through Cult Beauty and Amazon in the UK.