Shades of Color: Deepica Mutyala’s Live Tinted Makeup

Photo by Anubhaw Anand on

Deepica Mutyala, an Instagram and YouTube influencer, began her Live Tinted makeup line, this past year. Deepica was born in Texas and is American, but her ancestry is from India. She decided to begin a makeup line after hearing feedback from females and experiencing her own makeup needs, as a female with darker coloring. There is a foundation line from Iman, the Somali supermodel, and Fenty Beauty by Rihanna and Black Opal, but Deepica dreamed of starting a cosmetics line which stood out from the others. Mutyala wants to meet the needs for colors which compliment darker skin tones, eye color, lip shades, addressing skin concerns and providing versatility for all females, especially those from backgrounds in which females tend to be a darker shade and “every shade in-between”. Deepica Mutyala, partnered with Go Daddy, for a be yourself campaign and produced online makeup tutorials, interviewing friends and working with entrepreneurs, models and makeup artists. Deepica’s, initial goal, was to provide tutorials and have Instagram followers with a diverse audience and community. There is a need for marketing cosmetics to females from Asian, Southeast Asian; Indian, Caribbean, African, Latina and mixed race heritages, in order for women to embrace ethnic and diverse beauty. She wants females with darker complexions and features, to not be put into the “Caucasian” makeup and beauty world box. Mutyala’s favorite book; The Atlas of Beauty: Woman of The World in 500 Portraits, by photographer, Mihaela Noroc. The coffee table book, illustrates women from over 50 countries and pictures their heritage and personal stories. Deepica created a series of vlogs about the makeup, branding and entrepreneurship which went into the creation for: Live Tinted. The brand is vegan, cruelty free and non-comedogenic with vitamins, C and E, as well as hyaluronic acid. She got to be in a L’Oreal hair commercial which she posted, for all to see. Deepica moved to NYC and eventually settled in the LA area. She is working hard to create an online brand which is sold on her website, but a goal is to have these products in stores such as; Sephora and Macy’s. The Huestick – color corrector comes in a range of colors and is for blending, concealing under eye issues and hyper pigmentation as well as for lips and eyes. The colored Huesticks are; Origin with red/orange tones which correct blue tones for the darkest complexion, Rise, in terra-cotta or penny, Perk in pink and a new berry shade, Free. Found is a new all purpose multi stick with a burgundy tone. Live Tinted has developed a range of colors and focuses on brighter hues of orange, purple and red tones, for lips, eyes and cheeks. Mutyala speaks to her Indian culture with her cousins and sisters and engages in topics such as; Indian weddings, dating, family holidays and turning 30, lending a personal touch to Live Tinted. Indian stars such as; Aishwarya Rai, Padma Lakshmi, Priyanka Chopra and Mindy Kahling are frequently seen on TV and in ads, but these females are a demographic which are not as popular, commercially. Hopefully, all will go well and more females will embrace their unique heritage. One aspect of Live Tinted, Deepica welcomes interaction and feedback from consumers. She listens to their real life concerns, emotional issues, beauty and lifestyle needs. Deepica Mutyala was just on a segment of Good Morning America, explaining the concept of Live Tinted. In the afternoon, she spoke on a panel at the DVF Studio, celebrating International Women’s Day. Deepica is a young entrepreneur who has found a business niche by taking a personal concept of identity, ones face, and highlighting visages with skincare and makeup for varying heritages.


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