This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
Who: Deepica Mutalya (Live Tinted)
Platform & Following: Instagram (429k followers)
What are you known for & how did you get your start?
I started my career on the business side of beauty. I created a YouTube channel hoping to reach other girls like me who wanted to learn and share what products worked for skin tones that fell outside of the “standard” we saw in magazines and commercials. In the second video I made, I shared how I color correct my under eye circles with red lipstick, and it went viral. It was because of this that I was blessed with the opportunity to become a beauty influencer full time.
What’s the brand: Makeup
Find it: Livetinted.com, Ulta.com (and Ulta stores)
Why did you decide to bring a brand into this crowded marketplace?
I first started my beauty brand, Live Tinted, as a community page on Instagram. A year after starting the community, we launched our first product, the Huestick, based on crowd-sourced feedback. While this whole journey may have started with me, it’s grown into something much bigger. I started the Live Tinted brand because I want anyone and everyone who has ever felt left out of the beauty narrative to see themselves represented. I feel fortunate to be building a community and space for people of color to feel seen.
What makes the brand different?
We are working hard behind the scenes not only to fight for more diversity, inclusivity and representation in the industry, deliver more impactful content, spark more provocative dialogue, and continue to shake up beauty standards, but also to develop more important smart and multi-functional products that cater to a wide spectrum of shades.
Fun fact: In October 2021, Live Tinted became the first South Asian-founded beauty brand to launch into Ulta.
Best seller: Huestick
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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