‘Live Tinted’ First South Asian Brand Launched At Ulta Beauty
You have done it Deepica Mutyala! Live Tinted, recently became the first South Asian-owned brand at Ulta Beauty. It’s hard to believe there aren’t more considering just how many brands are out there.
Founded by influencer-turned-beauty CEO Deepica Mutyala, inclusive beauty brand Live Tinted made its Ulta Beauty debut on October 1st.
Announcing the achievement Mutlaya wrote on Instagram, “We need to see more brown founded brands in major retailers & as of today a brand made for us is sold at the largest beauty retailer in the US. HUGE.”
After becoming a YouTube sensation, Mutyala launched Live Tinted in 2019 with her award-winning Huestick, a 4-in-1 multistick color corrector to balance discoloration and dark spots. It also became popular as an eyeshadow, blush, and lipstick. This prompted the brand to expand into even more multi-use products. If you haven’t used the Huesticks — in 10 diverse shades — to create a pretty monochromatic look, you’re missing out. They are just so good!
Last year Ulta Beauty had announced a $25 million fund for its diversity, equity, and inclusion efforts.
As part of Ulta Beauty’s Sparked program, the brand will be featured in prominent endcaps and Sparked programming to enhance visibility. The brand will also be featured in the retailer’s Conscious Beauty lineup.
All of Live Tinted’s products will be sold on Ulta Beauty’s website. Select hero products, including its 4-in-1 color-correcting stick and undereye patches, will be featured in-store.
On October 1st, the brand was launched on Ulta Beauty’s website, followed by 450 physical locations on October 3rd. Live Tinted entered physical retail for the first time with this launch. Mutyala has always been vocal against colorism in beauty. With shades of eye, lip, and cheek products designed for women of color, the brand is making inroads as the first South Asian-owned makeup label to be stocked at Ulta Beauty. Before the holiday season, it will enter an additional 100 doors. Wow!
