Live Tinted, the rapidly growing, inclusive beauty brand founded by Deepica Mutyala, is poised to expand its impact on both sides of the border with an increased retail presence in Sephora Canada and additional shelf space at Ulta Beauty stores across the US in early 2026. This bold rollout follows a landmark year in which Live Tinted’s complexion category outpaced forecasts, and signals a strategic new phase for one of beauty’s most dynamic, community-driven startups.
Retail Expansion Moves: Sephora, Ulta, and the Path to Omnichannel Strength
According to Amanda Domaleczny, President of Live Tinted, the brand’s retail growth is centered on deepening existing partnerships and expanding its presence. She explained that the company is continuing to increase its footprint with Ulta Beauty in the U.S. and Sephora in Canada, adding more shelf space and introducing new products. This expansion signals more physical touchpoints for customers, exclusive in-store launches, and continued category growth, especially within Live Tinted’s award-winning complexion range, which delivered remarkable and unexpected momentum throughout 2025.
The 2026 expansion will focus on deepening Live Tinted’s relationship with Ulta Beauty, where the brand became the first South-Asian-founded label carried in prestige cosmetics, as well as fortifying its space in Sephora Canada—after a successful July 2024 launch that included placement in hundreds of locations and rapid word-of-mouth growth.
Omnichannel Ambition—“Doubling Down” on Experience and Visibility
Live Tinted’s retail model unites in-store exclusives, direct-to-consumer launches, and education-minded activations. Look for enhanced fixtures, more immersive product trial events, and dedicated consultant-led workshops on color matching and inclusive artistry.
This multi-pronged retail presence will also help buffer the transition as Ulta Beauty ends its shop-in-shop partnership with Target in August 2026, a move that positions stand-alone Ulta stores as category leaders, elevating brands like Live Tinted that champion both diversity and consumer engagement.
Complexion Innovation, Community-Led Growth
Live Tinted has grown from a social community of diverse beauty lovers into a multi-category brand with a powerful mission is to solve for every skin tone, shade, and undertone, starting with those left out of legacy assortments. The brand’s flagship Huestick, Superhue Skincare, and new Legacy Foundation Collection have consistently sold out following launch.
With it’s recent $10 million in Series A funding in March 2025, fueling expansion across North America and reinforcing its vision as a category leader for inclusive, clean, and culture-first beauty essentials. Since its Sephora Canada debut, the brand has more than doubled year-over-year sales, and is now in over 2,000 distribution points through Ulta, Sephora, and DTC.
