Deepica Mutyala launched Live Tinted as an inclusive digital community that explores diverse beauty for “every shade in between.” Within a year she was able to turn her community into a best-selling product.
It feels like Live Tinted has been something I've been subconsciously working towards my whole life! As a little girl, I remember wondering why there was no one that looked like me in ad campaigns, in the media, on TV, etc. I felt disconnected and unseen. After college, I had the opportunity to work in the corporate side of the beauty space and it reminded me that I wanted to help other women of color feel heard and seen in the beauty industry.
Our objective was to feature POC who were underrepresented and share their stories. I felt like there wasn’t a centralized hub that did that anywhere digitally and it was important to me on a personal level that this existed. When we first started to build the community, the response was overwhelming, and I realized almost immediately that this was bigger than what I had imagined it could be.
It’s made me realize that the world is craving a more inclusive, kind, and genuine space in the beauty industry. We are a clean, vegan, cruelty free brand, but that to me is the baseline of what beauty brands should be in today’s society.. I see us as much more than that. This isn’t about being just another beauty brand - this is about fighting colorism. We are doing this through our story telling, our diverse group of POC investors and hires, and now through our product development.
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