Inclusive Beauty Isn’t Easy—or Cheap. Live Tinted Founder Deepica Mutyala Explains Why
5/1/202639 min
We’re joined by Deepica Mutyala, the creator-turned-founder who built Live Tinted into one of the most culturally impactful brands at Ulta Beauty. We get into her founder routine, the early audience insights that gave her an edge before “creator-founder” was even a term, and why nailing the complexion category is so important to her. We also talk hero products (is it Huestick or Hueguard?), unexpected hits and misses, and what it really takes to stand out on shelves at Ulta. Plus, Deepica shares her honest take on whether beauty has actually become more inclusive or just better at marketing it—and how she keeps Live Tinted grounded in its mission as it scales.
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Transcript preview
First 90 secondsKirbie Johnson· Host0:00
[upbeat music] G-L-A-M, Los Angeles. Hi, Kirbie. Hi, Sarah. Welcome to Gloss Angeles.
Sara Tan· Host0:10
[upbeat music] Deepika Mutyala, welcome to Gloss Angeles.
Deepica Mutyala· Guest0:17
Woo!
Kirbie Johnson· Host0:18
Thanks for having me.
Deepica Mutyala· Guest0:19
It's a long time coming.
Sara Tan· Host0:20
We really mean that- I'm ready ... when we say that. From the Today Show, to your own brand, to here.
Kirbie Johnson· Host0:25
Wow. It's like you guys are professionals. [laughs] That sounded so good. [laughs] But I was telling Deepika, like, even though it's, like, crazy she hasn't been on yet, this feels like the perfect time.
Deepica Mutyala· Guest0:34
I honestly agree with you. Like, I, I... as much as I've wanted to be on earlier, the story I feel like I can share now feels right.
Sara Tan· Host0:41
Okay, before we get into all of the juicy tea that we know you're gonna be spilling- Okay ... what's on your face today, Deeps?
Deepica Mutyala· Guest0:48
Wait, I wanna start with I prepped my skin with the Dieux Instant Angel. It's my absolute favorite moisturizer. I went from, um, being obsessed with, what's the French version of, like, the white tube? Back in the day, everyone wore- Embryolisse, yes. Thank you. And then when Instant Angel came into my life, I have never turned back. It's my favorite.
Sara Tan· Host1:07
It really is such a good product.
Deepica Mutyala· Guest1:09
Um, and it- right?
Sara Tan· Host1:09
Yeah.
Deepica Mutyala· Guest1:09
And it just, like, hydrates your skin, so it's really, like, a good primer almost for makeup. So then, like, the Complexion Stick from us just, like, slides right on. The Tower 28 lip liner, the deepest brown shade, I think it's called Draw Me. But I have our Unity Bomb on my lips, and then I have the bronzer is, this is gonna sound crazy because