LIVE TINTED, the prestige beauty brand founded by Deepica Mutyala, has unveiled its first television commercial, marking a significant milestone in the brand's mission to transform makeup representation. The 'It Feels Good To Be Seen' campaign addresses a long-standing challenge in the beauty industry: the lack of inclusive makeup options for women of color.
The commercial tells a compelling story set across two time periods, depicting the evolving landscape of beauty inclusivity. In a 1990s scene, a teenage girl struggles to find foundation that matches her darker skin tone, symbolizing the historical marginalization of diverse beauty standards. The narrative then transitions to the present day, where the same woman, now a mother, confidently explores makeup with her daughter at an Ulta Beauty store, showcasing LIVE TINTED's expansive and inclusive product range.
This campaign is particularly significant as it coincides with the 10th anniversary of Mutyala's viral YouTube video that first highlighted the makeup challenges faced by women of color. The brand's expansion to all 1,400 Ulta Beauty stores by Spring 2025 represents a major breakthrough for representation in the $570 billion beauty industry.
The launch includes the new Legacy collection, featuring eye makeup products designed with inclusivity and performance in mind. The collection includes a volumizing mascara clinically proven to boost lash volume, a liquid kajal liner with 100% natural bamboo charcoal, and an eyelash curler designed to accommodate all eye shapes.
Ulta Beauty has been instrumental in LIVE TINTED's growth, with Jessica Phillips, Vice President of Merchandising, noting the brand's resonance with diverse beauty enthusiasts. As the first South Asian-owned makeup brand at Ulta Beauty, LIVE TINTED has quickly become one of the fastest-growing prestige brands, occupying six feet of retail space.
Beyond commercial success, LIVE TINTED represents a broader movement towards inclusivity in beauty. Mutyala, who was named a TIME Magazine Next Generation Leader in 2022, continues to use her platform to challenge traditional beauty standards and create products that make everyone feel seen and valued.
The campaign's comprehensive strategy includes influencer collaborations, in-store marketing, and social media engagement, ensuring its message of representation reaches a wide audience. By centering the experiences of women of color and providing high-quality, inclusive makeup options, LIVE TINTED is not just selling products but driving meaningful change in the beauty industry.
