The Glossy Beauty Podcast

Deepica Mutyala on growing Live Tinted's complexion category

Jun 13, 2024

Deepica Mutyala, founder of Live Tinted, discusses the brand's evolution, from viral video success to focusing on complexion products. She shares insights on starting the brand, progress since the BLM movement, and the importance of inclusivity in the beauty industry. Mutyala highlights Live Tinted's commitment to diversity and future plans for expanding their makeup offerings.

38:10

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Episode guests

Deepica Mutyala

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Episode notes

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Quick takeaways

Live Tinted prioritizes inclusivity by offering products for diverse skin tones.

Deepica Mutyala's journey from influencer to brand owner emphasizes the importance of representation in the beauty industry.

Deep dives

The Origin Story of Live Tinted and Prioritizing Inclusivity

Deepika Muthyala founded Live Tinted after a viral YouTube video about using red lipstick to correct dark circles. The brand focuses on inclusivity, catering to a wide range of skin tones. Deepika's journey, from working in the beauty industry to becoming a beauty influencer, reflects her long-term goal of creating her brand. Live Tinted prides itself on addressing the lack of diversity in the influencer space and providing products for all skin tones.

Intro

2min

Journey of a Beauty Influencer

6min

Journey of LiveTinted: From Building Credibility to Product Launch

9min

Reflecting on Progress and Challenges in the Beauty Industry

3min

The Power of Inclusivity and Diversity in Beauty Industry

11min

Celebrating Live Tinted's Five-Year Milestone and Future Focus on Diversity and Makeup Expansion

5min

In May, Live Tinted turned five years old. The brand was founded by Deepica Mutyala, a veteran of both the corporate beauty space, as a one-time manager at Birchbox, and the creator space — Mutyala has 502,000 followers on Instagram. Live Tinted launched in 2018, four years after Mutyala went viral on YouTube (333,000 followers) for a video about correcting dark circles with red lipstick. That video, which has 10 million views, landed her a segment on "The Today Show," and led to her quitting her full-time job and focusing full-time on the beauty brand.

Today, Live Tinted sells the Huestick All-Over Color Corrector, which is inspired by Mutyala's viral hack. The brand also doubling down on complexion products. Live Tinted's Hueguard Skin Tint SPF 50 Mineral Sunscreen Broad Spectrum, which has become a best-seller, was an inflection point for the brand, Mutyala said. She now believes Live Tinted can become known for its complexion category.

On this week’s episode of the Glossy Beauty Podcast, Mutyala discusses how she always knew she'd start a beauty brand and what progress has been made since the BLM movement in 2020. She also talks about why the complexion category has been, and will continue to be, a game changer for Live Tinted.

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The Glossy Beauty Podcast

Deepica Mutyala on growing Live Tinted's complexion category

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Origin Story of Live Tinted and Prioritizing Inclusivity

Navigating Virality and Career Shifts

Addressing Beauty Industry Diversity and Progress

Live Tinted's Growth and Focus on Complexion Category

Remember Everything You Learn from Podcasts