Deepica Mutyala is a South-Asian beauty entrepreneur, businesswoman, and founder and CEO of Live Tinted, a multicultural community about beauty and culture. She is best known for a viral YouTube video in which she covered her dark under-eye circles with red lipstick.
Within days, Mutyala was featured on The Today Show and The Dr. Oz Show. The video currently has more than 10 million views. Since then, Mutyala has been featured in the New York Times, CNN, Vogue India, Bustle, and other media outlets. Mutyala has also collaborated with brands on panels, event activations and editorial content geared toward representation, including Cover FX, Clinique, and CoverGirl. Additional brand collaborations include Estée Lauder, IT Cosmetics, L'Oréal, and Samsung.
In January 2018, Mutyala launched Live Tinted, an inclusive digital community that explores diverse beauty for “every shade in between” . The website focuses on underrepresented people in beauty, and their personal journeys with culture and identity. The website also functions as a cross-cultural platform and movement for the community, known as the #TintFam, to discuss all things beauty and culture, and have those discussions lead product development. Its goal is to amplify the reach of women through their digital platforms while giving honest feedback on beauty and skincare products that its audience cares about most.
After amassing over 500,000 Instagram followers, Mutyala unveiled Live Tinted’s first product, the Huestick, an eye, lip, and cheek multistick that also balances out dark circles, dark spots, and hyperpigmentation. According to Nylon on May 6, 2019, the Huestick is “a spot-corrector, blush, eyeshadow, and lipstick all in one” and “works on every skin tone.” Allure called the Huestick “an inclusive multi-tasker.” The product is also vegan, cruelty-free, and free of parabens, sulfates, and phthalates using pigments that are FDA-approved for both eye and lip applications without the use of carmine.
Mutyala and Live Tinted are now focused on continuing to serve the Live Tinted Community & growing their product assortment.