LIVE TINTED, the beauty brand that grew from a viral social media moment to a prestige cosmetics company (it’s been 10 years since founder Deepica Mutyala’s YouTube video on using red lipstick to conceal dark circles reached 11 million views), is marking 2025 with significant expansion plans and a new product collection. By March, the company will expand to 1,400 Ulta Beauty stores and launch its first-ever commercial campaign.
Known for its Hueguard Tint ($42) which sells one unit every three minutes, the brand launched the “It Feels Good To Be Seen” campaign on January 21. The commercial, created with Ulta Beauty, highlights LIVE TINTED’s focus on inclusive makeup and was inspired by Mutyala’s journey as a young girl struggling to find makeup that matched her 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 evolved since starting 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 new Legacy Collection features three vegan and cruelty free eye products, each priced under $30: Legacy Lash Volumizing & Lengthening Mascara ($26), Legacy Liner Liquid Kajal ($22) and Legacy Eyelash Curler ($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 reason behind the name. “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 brand’s partnership with Ulta Beauty began through 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.”
