In a world where beauty was once narrowly defined, Deepica Mutyala Live Tinted has reimagined the landscape with a powerful message: Everyone deserves to feel seen. Her story isn’t just about building a clean beauty brand; it’s about paving a new road where representation isn’t a marketing tactic—it’s a mission.
From humble beginnings in Texas to being honored as a TIME Next Generation Leader, Deepica Mutyala’s journey is a testament to the strength of vision, the beauty of resilience, and the courage it takes to defy the status quo. As the Founder and CEO of Live Tinted, she has become a trailblazing South Asian American entrepreneur whose purpose is to celebrate every shade of humanity.
Deepica Mutyala: A Viral Spark That Ignited a Movement
Back in 2015, Deepica Mutyala posted a video on YouTube demonstrating a then-unconventional beauty hack—using red lipstick to neutralize dark under-eye circles. It was only her second video, yet it struck a nerve with millions who saw themselves in her. The video soared past 10 million views, but more importantly, it ignited a long-overdue conversation around colorism, hyperpigmentation, and lack of inclusivity in the beauty world.
Her phone didn’t stop buzzing. Vogue, Refinery29, Buzzfeed—everyone wanted to know who she was. Yet behind the buzz was a young woman sitting at her day job desk, wondering what this viral moment would mean. Rather than bask in fleeting fame, she seized the opportunity and made a bold choice: she quit her job and chased the dream she had quietly nurtured since age sixteen.
Challenging the Status Quo with a Tinted Vision
Raised in a traditional South Asian household, Deepica Mutyala was expected to follow the path of medicine or engineering, like many in her family. But her heart was set on redefining beauty standards. While her peers prepared for the SATs, she dreamt of launching her own brand—a dream many dismissed as naive. Yet, she persisted.
Live Tinted started in January 2018 as a digital community—a safe space to talk about beauty, identity, and inclusivity. This wasn’t just about makeup; it was a movement built on authentic storytelling, cultural pride, and shared experiences. From there, it evolved into a powerhouse brand built by and for people with melanin-rich skin.
When Live Tinted introduced its first product—the Huestick—in 2019, it wasn’t a typical launch. The multistick addressed real concerns like dark circles, blemishes, and hyperpigmentation. It wasn’t about following trends; it was about solving problems the mainstream beauty industry had long ignored. The Huestick sold out almost instantly, building a 10,000+ waitlist and placing Live Tinted on the map as a clean beauty brand with a soul.
Breaking Barriers with Purpose
What sets Deepica Mutyala Live Tinted apart is how it marries business acumen with personal mission. Deepica didn’t just build a brand—she built a community. She spoke to real women about their skin concerns, their stories, their identities. And through that conversation, she created products that weren’t just functional—they were empowering.
From partnering with Netflix and Barbie to collaborating with beauty giants like Estée Lauder and LVMH, her influence spans both mainstream and niche spaces. In a historic move, she worked with Mattel to create the first-ever South Asian CEO Barbie, reminding young girls everywhere that they too can lead.
At a time when tokenism was the norm, Deepica Mutyala refused to be the “brown girl” used for diversity quotas. She turned her uniqueness into her power, challenging brands to think deeper, act better, and include more.
“I used to dye my hair blonde and wear blue contacts because I thought that was the only way to be beautiful,” Deepica shares. “Now, I’ve built a brand that celebrates my skin tone, my big Indian eyes, my bold brows—everything I once tried to hide.”
From Beauty to Belief
Growing up in Sugarland, Texas, Deepica Mutyala faced an identity crisis many brown girls can relate to. The message was clear: fairer is better. Deepica Mutyala’s own mother used lighter foundation and bleach cream, trying to fit into standards imposed by generations of colorism. But Deepica chose a different path. She turned beauty into an act of rebellion and self-love.
Her products reflect that journey—from formulating shade-inclusive products to selecting ingredients that nourish skin. Live Tinted is about clean, conscious, and community-driven beauty.
Even her skincare routine is a reflection of her dual identity—combining Western classics like Cetaphil and SK-II with Ayurvedic brands like Ravanat. She honors her roots while embracing innovation—a perfect metaphor for her entrepreneurial style.
Lessons from a Relentless Dreamer
Building Live Tinted wasn’t easy. Deepica Mutyala hustled hard, often emailing hundreds of people pretending to be her own assistant. She faced rejection after rejection, and yes, she faced hate too. But she kept showing up, inspired by the brown girls in her DMs saying, “Thank you for being visible.”
Deepica Mutyala’s earliest investor decks weren’t about profit margins—they were about creating a movement for those in between shades, for the tinted community left out of mainstream beauty. Today, Live Tinted is the fastest-growing prestige cosmetics brand at ULTA, with accolades from WWD, Allure, and a growing list of global fans.
“The American Dream to me isn’t about becoming a doctor or going to Harvard. It’s about doing what has never been done before—building your own lane and bringing your community with you,” Deepica affirms.
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