LIVE TINTED, the sweetness model that grew from a viral social media second to a status cosmetics firm (it’s been 10 years since founder Deepica Mutyala’s YouTube video on utilizing pink lipstick to hide darkish circles reached 11 million views), is marking 2025 with important growth plans and a brand new product assortment. By March, the corporate will broaden to 1,400 Ulta Magnificence shops and launch its first-ever industrial marketing campaign.
Recognized for its Hueguard Tint ($42) which sells one unit each three minutes, the model launched the “It Feels Good To Be Seen” marketing campaign on January 21. The industrial, created with Ulta Magnificence, highlights LIVE TINTED’s deal with inclusive make-up and was impressed by Mutyala’s journey as a younger lady struggling to seek out make-up that matched her pores and skin tone. “Looking back on the past decade, it feels surreal and deeply fulfilling,” she shares with NewBeauty. “When I started, I dreamed of creating a space where everyone felt seen, but I couldn’t have imagined this journey.”
As such, Mutyala’s view of inclusivity has advanced since beginning LIVE TINTED. “When I started, it was about representation—creating products and a platform where people of all complexions, especially those often overlooked like my own as a South Asian-American, could feel seen. Over the years, it’s grown into something deeper: accessibility and championing diversity in every form. It’s about universal shades, and it’s about fostering a community where everyone feels valued and empowered to embrace their beauty and share their stories unapologetically.”
The brand new Legacy Assortment options three vegan and cruelty free eye merchandise, every priced underneath $30: Legacy Lash Volumizing & Lengthening Mascara ($26), Legacy Liner Liquid Kajal ($22) and Legacy Eyelash Roller ($17).
“The Legacy Collection reflects everything LIVE TINTED stands for—celebrating beauty in all its forms and leaving a lasting impact,” Mutyala explains on the rationale behind the identify. “Legacy is about building something meaningful that endures, whether through inclusive, innovative products or conversations that challenge societal norms. It’s about intention and courage which are at the heart of our brand.”
The model’s partnership with Ulta Magnificence started via the retailer’s Sparked initiative and has grown ever since. “Our partnership with Ulta Beauty means so much because we share a mission of fostering inclusivity and creating a space where all beauty lovers feel seen and celebrated,” says Mutyala.
“From supporting us early on through their Sparked initiative to now having LIVE TINTED in all 1,400+ stores, Ulta has been instrumental in making our vision tangible. Seeing this story come to life at Ulta, where our inclusive products are showcased to millions, feels monumental. Together, we’re not just selling makeup—we’re redefining beauty standards and inspiring a new generation to feel proud of who they are.”