25
Jun
Deepica Mutyala – Something larger than her
Deepica Mutyala – Something larger than her
„I grew up in a world where people who looked like me weren’t represented in the media and definitely not in the beauty industry“ –
– says Deepica Mutyala, Indian beauty entrepreneur.
Growing up in Texas surrounded by girls with blonde hair and blue eyes, she couldn’t find her beauty shade or “in between” skin tones.
As a young lady Deepica Mutyala used to hide her face under an umbrella so she wouldn’t get darker.
She wanted to change almost everything regarding her look and make-up Indian rules as wearing kajal liner and red lipstick in traditional dance.
“I wanted to create a brand for people who look like me so we can finally be a part of the beauty narrative.”
Once she was on a set with Birchbox and got the best hack for her skin.
Makeup artist applied reddish-orange color corrector under her eyes because it’s more pigmented and works better on dark skin tones.
Few years later Mrs. Mutyala created a tutorial showing how to use red lipsticks as eye corrector to cover dark spots.
This video went viral and took the world and her life by storm.
“I made a YouTube video about dark circles and a proper way to mask them with a red lipstick to offset dark circles.
It went viral because even though half the world has an issue with hyperpigmentation, the beauty industry has given no solution”.
She dreamed about the moment when she would tell the brands that they didn’t make sense and she would build something larger than her.
And it happened!
Deepica Mutyala, Kamie Crawford, and Achieng Agutu attend the Veuve Clicquot Polo Classic Los Angeles at Will Rogers State Historic Park on October 02, 2021 in Pacific Palisades, California./ Getty Images /
One day Mutyala found herself on the set of the Today Show to do a beauty tutorial.
In her mind there was only one idea to
“bring diversity to the community”.
The first step was the creation of the platform Live Tinted with more than 200 000 followers on Instagram.
It’s a multicultural community about beauty and culture.
Community with mission to give voice and to gather the power of collective experience into creating impact.
From the beginning this community was faced with the provocative questions about cultural beauty standards that relate to the minorities.
“ This community fueled my determination and was a part of every step of the journey.”
In 2019 she launched the Huestick, a multipurpose stick ( for lips, eyes and chicks) that could be applied as color corrector for every shade in between.
“My face isn’t just one color.
Unless I color correct, I have to cake on a ton of foundation – even if it’s the right shade –
to mask the discoloration and dark spots on my skin.”
As diverse at its customers, the Huestick is used as a colour corrector to balance discoloration on the face.
Deepica Mutyala attends Shiseido Makeup Launch With Patrick Ta at Japan House Los Angeles on March 08, 2019 in Los Angeles, California. / Getty Images /
The Huestick has won Elle’s Future of Beauty Award for Innovation
and been referred to as “magic in a pencil” on Good Morning America.
“The whole mission of Live Tinted is to dismantle colorism.
Diversity and inclusion are part of our brand’s DNA and this should be the case for every brand.
I want to lead by example and show that even as a small company,
you can do the right thing with the right intent and purpose.”
Deepica Mutyala currently lives in Los Angeles, California and splits her time between Live Tinted, her personal channel and other business projects.
Find out more inspirational stories here.
