DEEPICA MUTYALA OF LIVE TINTED
Deepica is the founder & CEO of LIVE TINTED , a beauty brand focused on diversity and representation in the beauty industry. She’s been recognized by Forbes, The New York Times, VOGUE, O, The Oprah Magazine and was named one of Entrepreneur Magazine’s 100 Powerful Women of 2020 as well as as the “Shade Shifter” in Marie Claire’s annual list of 25 People Changing the Beauty Industry.
Since rising to the forefront of the beauty industry as a beauty influencer after her 2015 YouTube video “How to Cover Dark Under Eye Circles” (currently 10.9 million views) went viral, Deepica landed appearances on Today and Dr. Oz. Following this success, she created the multicultural digital community LIVE TINTED, bringing attention to those underrepresented in media. In the past year, Deepica has transformed LIVE TINTED into its own award-winning beauty brand, offering a growing range of multi-use products that are inclusive, clean, cruelty-free and vegan.
1. What inspired you to start Live Tinted?
My inspiration for founding Live Tinted and an ongoing mission of the brand is to change the face of diversity and representation in the beauty industry. When I started Live Tinted, I didn't want this brand to be about me. I wanted it to be bigger than myself and stand for anyone who hasn't seen themselves represented in the beauty industry, which as a South Asian woman myself, I know includes us. That said, this brand isn't just for South Asian women, but instead it was important that we were finally included into the narrative as well. We purposely named it Live Tinted; to Live Tinted is to live embracing your skin tone. Live Tinted is a community and the products are the vehicles to showcase my passion and love for diversity as well as inclusion beyond just the makeup industry.
2. What skills or traits are vital to being a successful entrepreneur?
Agility and being back to block out the noise.
3. What does a typical workday look like for you?
As the Founder and CEO I wear many different hats and oversee everything that goes on with Live Tinted, from business and product development to creative and marketing and more, so everyday is different -- and also very busy!
4. What challenges have you faced as a South-Asian woman entrepreneur, particularly in the world of cosmetics? How did you face such challenges?
As a South Asian woman, one of the many challenges that I’ve had to and continue to overcome is underrepresentation, which was one of the biggest reasons for founding Live Tinted. We were never included in the narrative and I wanted to change that.
I want to champion all different skin tones, sizes, shapes, genders and I just didn’t see enough of all the beautiful cultures and communities represented in the media. As a result, I founded Live Tinted to redefine beauty standards and especially with social media, I’m fortunate enough to have built a platform where I can be a voice for the marginalized. It’s tremendously encouraging and rewarding to be a part of the small, everyday wins that we’re making with Live Tinted and knowing that we’re contributing to the larger conversation.
5. What advice would you give to college-aged women interested in entrepreneurship and the business side of the cosmetics industry?
Be fearless. There’s no playbook and along this journey I’ve had so many doubts and insecurities, yet I kept going. Keep pushing forward, don’t be afraid to ask questions or for help, and build a strong network to support + guide you. It’s a continuous process and I’m learning everyday, but if you’re truly passionate, it’ll be well worth it in the end.
6. What are a few personal "must-have" items in your makeup bag? (Aside from the Huesticks, of course!)
I really just do a five minute face these days - I use our HUEGLOW all over my face and then the Huestick as an eye,cheek, and lip. In addition, I love a good brow gel and am using one from Milk makeup right now and a bit of mascara and I’m out the door.
7. Who is a woman leader you look up to?
Meena Harris - talk about being fearless, that woman isn’t scared to make any of her dreams reality. She works harder and smarter than anyone I’ve ever met. Women that inspire me most are those who while building themselves up bring others up along with them and that’s Meena.