Deepica Mutyala didn’t just break into the beauty industry, she changed it. As a South Asian American entrepreneur and the founder of Live Tinted, Mutyala has become a powerful voice for representation in an industry that too often overlooks mid-tone complexions. What began with a viral video in 2015 has since become a multimillion-dollar movement built on authenticity, community, and color.
A Viral Spark That Ignited a Brand
In 2015, Mutyala uploaded a YouTube video demonstrating how red lipstick could be used to color correct dark circles. The clip racked up over 10 million views, catapulting her into national conversations about beauty standards and representation. It was more than a hack, it was a wake-up call to an industry that lacked solutions for people like her.
That moment planted the seed for Live Tinted, which officially launched in January 2018 as both a clean beauty brand and a community hub for people of color.
Products Designed by the People, for the People
Unlike traditional brands, Live Tinted’s products are crowd-sourced and community-tested. Its first product, the Huestick, dropped in May 2019 and immediately sold out, with over 10,000 people on the waitlist. Designed as a multi-use stick for eyes, lips, and cheeks, and perfect for correcting discoloration on deeper skin tones, it set the tone for everything that followed.
Later launches like the HueGuard SPF 30 combined skincare and suncare, tackling the specific needs of melanin-rich skin while staying clean, effective, and wearable.
Mainstream Success with Community at Its Core
Mutyala’s influence has expanded well beyond social media. Live Tinted is now a top-performing clean beauty brand at Ulta, and its first commercial, co-created with the retailer, aired on national television in 2025. The message? Beauty isn’t one-size-fits-all, and everyone deserves to be seen.
The brand’s mission earned Mutyala the attention of TIME magazine, which named her a Next Generation Leader and later included her in its TIME100 Climate list. From collaborating with Mattel on a South Asian CEO Barbie to headlining WWD’s Beauty Inc “Most Powerful Brands” in 2023, her trajectory blends cultural representation with business excellence.
“This story began with our founder,” says Live Tinted’s campaign voiceover, “and it’s about seeing YOU, fully, authentically, and unapologetically.”
A CEO, Activist, and Influencer in One
With over 1 million followers across Instagram, TikTok, and YouTube, Mutyala remains the face of her brand. She’s active, vocal, and unfiltered, whether she’s discussing entrepreneurship, sharing immigrant family stories, or giving tutorials rooted in cultural beauty traditions.
On LinkedIn, she documents brand milestones, community events, and partnerships, creating transparency that resonates with her audience.
“I saw an opportunity to create a platform where people could come together and talk about issues the beauty industry wasn’t addressing,” she told CEW.
And that’s exactly what she’s done.
A Platform Built on Purpose
Live Tinted isn’t just about cosmetics. It’s about connection. It’s about the multicultural customer who never found their foundation match. The young creator looking to see themselves in campaigns. And the industry outsider who dared to build a new standard.
With its clean ingredients, inclusive tone ranges, and purpose-driven campaigns, Live Tinted is now a category leader in clean, inclusive beauty, and Deepica Mutyala remains its visionary guide.
