THE WHAT? Beauty brand Live Tinted has appointed Sherry Jhawar as Chief Executive Officer, with founder Deepica Mutyala transitioning to the role of founder and visionary while remaining on the company’s board.
THE DETAILS Jhawar, founder of marketing agency Blended Strategy Group and a former founding team member at Eos, assumed the CEO role in June 2026 following Live Tinted’s latest funding round. A board member since the company’s 2023 Series A raise, Jhawar will focus on expanding retail partnerships, developing the brand’s TikTok Shop strategy and supporting collaborations with Ulta Beauty’s new TikTok Shop storefront. International expansion is planned for next year, while complexion products, led by the Hueguard Skin Tint, will remain a core focus. Mutyala, who founded the brand in 2018, will now concentrate on brand strategy, product innovation, marketing and content creation.
THE WHY? The leadership transition reflects Live Tinted’s evolution from founder-led start-up to a scaling beauty business. Following investment from Curate Capital, L’Oréal’s BOLD venture fund, Unilever Ventures and Monogram Capital, the company is strengthening its executive leadership to support retail expansion, social commerce growth and international ambitions.
Source: The Business of Fashion
