Live Tinted is on a mission to promote inclusion in the beauty sphere.
When Deepica Mutyala was just a girl, she faced what so many others did while thumbing through glossy magazines or watching TV. Hardly anybody looked like her, and she felt this underlying need to be someone she wasn’t in order to fit into what society deemed “beautiful.”
Fast forward all these years later, and Mutyala is the proud South Asian-American founder and CEO of inclusive beauty brand, Live Tinted. The brand actually began as an online community, where people of color could come together to discuss their experiences and ruminate on important topics like colorism and diversity. In 2018, that community officially morphed into beauty brand, Live Tinted.
Today, Live Tinted not only continues to foster necessary conversations on representation, but it specifically offers beauty and skin care solutions for a segment of the beauty enthusiast population that’s so often underrepresented. With hero products like Huestick—the recipient of raving reviews and multiple awards—Mutyala and Live Tinted are on a mission to continue raising awareness around identity affirmation while creating solutions with POC in mind.
For a glimpse into what Live Tinted is all about and how it came to be, we spoke to Mutyala herself.
How did you get into the beauty industry?
As a beauty junkie, I always knew I wanted to work in the beauty industry. So, I majored in marketing as an undergrad and went straight into corporate beauty with the goal of eventually starting my own brand.
What inspired you to start your own brand?
Growing up loving to play with makeup, I always kept up with the latest beauty trends and looks. At that time, most of those looks that were featured in magazines were modeled by girls who looked nothing like me, but I wanted to be just like them. They were what society considered beautiful, so I did everything I could to become what I saw in magazines and posters. For example, I dyed my hair blonde and wore blue contacts. I basically hid my culture and heritage and tried to be everything I was not.
I didn’t want anyone to grow up feeling like they need to be someone else to be “beautiful.” We should all feel beautiful and represented just the way that we are, and that inspired me to start my own brand. My goal was to create a platform for people of all tints and hues to celebrate one another.
What’s the biggest challenge you have faced as a founder?
It is still really hard for a woman of color to be able to secure funding. I realize there’s still so much education to be done around investing in women of color, and there’s such tokenism involved. Through successful partnerships with other BIPOC founders and brands, we are proving that we can win together.
Put us in your shoes. What does an average day in your life look like?
An average day in my life—when I am not traveling—would be me waking up at 7 a.m., taking 10 minutes to meditate, then starting my day at the gym with my trainer. After that, I begin my workday and dive into meetings with my team and investors. I also set aside time to create content as well. Then at the end of the day, I always journal to gather my thoughts and reflect.
What are some of your favorite beauty products at the moment?
Can you fill us in on what’s next for Live Tinted?
We have so many things coming up and are in plan- but you’ll have to find out once they’re launched! Stay tuned on @livetinted on IG!
Want more details on Live Tinted’s offerings? Here are two of their most popular products offered on Soko Glam:
1. Live Tined Superhue ($34)
Superhue might just be your best friend all summer long. This water-based stick balm transforms into a cooling, hydrating serum on your skin. What’s more, it’s powered by brightening niacinamide, antioxidant-rich THD vitamin C, and anti-aging bakuchiol to help fade the look of dark spots and fine lines.
2. Live Tinted Hueguard ($32)
No beauty routine is complete without an SPF, and Hueguard has you covered in the most literal sense. It’s a weightless, moisturizing, mineral SPF 30 that’s made with non-nano zinc. Best of all, it won’t leave a white cast even if you’re dark complected, and it doubles as a makeup primer.
Which product from Live Tinted are you excited to try most? Let us know!