Deepica Mutyala
Deepica Mutyala (born July 4, 1989) is an American entrepreneur and YouTuber. She is the founder and CEO of Live Tinted, a digital platform and beauty line focused on underrepresented beauty.
Early life and education
Mutyala was born in Chicago and grew up in Houston, Texas. Her parents Raja and Padmasri Mutyala are immigrants from India. Deepica attended Stephen F. Austin High School in Sugar Land, Texas and then the University of Texas at Austin graduating with a bachelors degree in Marketing from the McCombs School of Business in 2011.[1] In college, she interned at L'Oréal's New York office.
Career
Following graduation, Mutyala moved to Columbus, Ohio to work as an analyst at Limited Brands supporting the Pink business. After landing a job at the beauty startup Birchbox in 2012, Mutyala moved to New York to lead brand and product development.[2]
In January 2015, Mutyala launched a YouTube channel focused on beauty products for South Asians. Her second video, a tutorial on how to use red lipstick to conceal dark under-eye circles, quickly went viral accumulating over 10 million views. Following a feature on the Today show from the success of the video, Mutyala quit her job at Birchbox.[2]
Live Tinted
In late 2017, Mutyala began approaching investors with the premise of Live Tinted, a platform and beauty line focused on "every shade in between" or "tinted" skin tones. Originally intended to be a holistic digital lifestyle brand, Live Tinted began focusing primarily on cosmetics and skincare. The company closed a seed round of over $3 million in September 2021 from venture capitalists and angels including Bobbi Brown and Jesse Draper.[3]
The company's first product, the Huestick was launched in May 2019 and has since expanded to include a highlighter and sunscreen. Several of Live Tinted's products have received acclaim from industry publications Allure, Glamour, and WWD.[4][5] In October 2021, American beauty retailer Ulta began selling Live Tinted products in stores and online becoming Ulta's first South Asian-owned makeup brand.[6] In May 2022, Mutyala was named a Next Generation Leader by TIME magazine[7].
References
- ↑ "McCombs Magazine Spring 2016 by McCombs School of Business - Issuu" (in en). https://issuu.com/mccombsschoolofbusiness/docs/mccombs_spring_2016/37.
- ↑ 2.0 2.1 "Spotlight On: Deepica Mutyala (Founder of @livetinted) and How She's Changing Beauty Standards" (in en-US). https://www.birchbox.com/magazine/article/spotlight-on-deepica-mutyala.
- ↑ Chikhoune, Ryma; Chikhoune, Ryma (2021-09-24). "Live Tinted Closes Seed Round, Raising More Than $3 Million" (in en-US). https://wwd.com/beauty-industry-news/beauty-features/live-tinted-seed-round-3-million-1234935651/.
- ↑ Nast, Condé. "This Multistick Is Now My New Favorite Blush for My Brown Skin" (in en-US). https://www.allure.com/review/live-tinted-huesticks.
- ↑ Fine, Jenny B.; Fine, Jenny B. (2021-12-09). "The 2021 Beauty Inc Awards" (in en-US). https://wwd.com/beauty-industry-news/beauty-features/2021-beauty-inc-awards-1234991343/.
- ↑ Reddy, Anvita (October 1, 2021). "Live Tinted Is Now Available at Ulta Beauty". https://www.popsugar.com/beauty/live-tinted-at-ulta-beauty-48532531.
- ↑ "Deepica Mutyala Is a Beauty Influencer for Every Skin Tone" (in en). https://time.com/6174937/deepica-mutyala-2/.
