Deepica Mutyala, the CEO and founder of Live Tinted, has become an influential figure in the beauty industry, not only for her innovative products but also for her advocacy for inclusivity and her open discussions about personal choices like egg freezing. Her journey encompasses building a thriving community, launching a successful beauty brand, and prioritizing self-care in the face of professional and personal challenges.
Building a Community-First Beauty Brand
Mutyala's path began with a viral YouTube video in 2015, where she demonstrated how to use red lipstick to correct dark under-eye circles. This hack catapulted her into the spotlight, leading to appearances on shows like The Today Show and The Dr. Oz Show. Recognizing the need for representation and discussion around diverse beauty experiences, Mutyala launched Live Tinted, an inclusive digital community that explores beauty for "every shade in between."
Live Tinted quickly became a hub for underrepresented people in the beauty industry, providing a platform to share personal journeys with culture and identity. The community, known as the #TintFam, engaged in discussions about beauty and culture, which in turn influenced product development. Mutyala's goal was to amplify the voices of women through digital platforms and provide honest feedback on beauty and skincare products that resonated with her audience.
The overwhelming response to Live Tinted as a community highlighted the need for a centralized space where people of color could feel seen and heard. As the Instagram community grew to over 500,000 followers, Mutyala recognized the opportunity to translate this engagement into a tangible product. Inspired by her viral red lipstick hack, she developed the Hue Stick, a multi-use product for eyes, lips, and cheeks that also functions as a color corrector for dark circles, dark spots, and hyperpigmentation.
Turning Community into Product
The creation of the Hue Stick was a direct result of listening to the Live Tinted community. Mutyala and her team posed provocative questions, sparking conversations about cultural beauty standards, industry inequities, and beauty concerns specific to minorities. This dialogue revealed a desire for simple, functional, and customizable makeup that addressed individual needs.
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Hyperpigmentation, dark spots, and under-eye circles emerged as significant concerns within the community. The Hue Stick was designed to address these issues, offering a versatile solution for a range of skin tones. The launch of Live Tinted as a product demonstrated the power of community-driven development and the demand for inclusive beauty solutions.
The success of Live Tinted has reinforced the importance of inclusivity, kindness, and authenticity in the beauty industry. Mutyala emphasizes that being clean, vegan, and cruelty-free is just the baseline for modern beauty brands. Live Tinted aims to go further by actively fighting colorism through storytelling, diverse hiring practices, and product development.
Self-Care as a Necessity
Mutyala's journey has also highlighted the importance of self-care, particularly in the demanding world of entrepreneurship. She acknowledges that prioritizing personal well-being was initially a struggle, but she now recognizes it as a "life necessity."
For Mutyala, self-care involves a variety of practices, including:
- Disconnecting from her phone: Creating space to unplug and be present.
- Relaxing with tea and honey: Addressing vocal nodule issues and finding moments of calm.
- Errands as self-care: Incorporating activities like getting nails and brows done into her routine.
- Enjoying movies and TV: Allowing herself to relax and unwind without guilt.
- Massages: Addressing physical tension and prioritizing bodywork.
- Mindful walks: Connecting with her surroundings and practicing deep breathing.
- Baths with essential oils and wine: Creating a relaxing and enjoyable evening ritual.
Mutyala emphasizes that self-care is not selfish but essential for maintaining energy and focus in both her personal and professional life.
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Egg Freezing: Taking Control of the Future
In addition to her work with Live Tinted, Mutyala has been open about her decision to freeze her eggs at the age of 31. She documented her experience on YouTube, providing an honest and candid portrayal of the process.
Mutyala's decision was driven by a desire to preserve her options for the future. As she focused on building her business, she didn't want her professional commitments to prevent her from having children later in life. A previous relationship, where she was told she wouldn't be a good mother, also influenced her decision.
The process of egg freezing involves a month-long commitment, including hormone injections to stimulate egg production. Mutyala acknowledges the physical and mental challenges involved but emphasizes the empowering aspect of taking control of her reproductive future.
Her advice to other women considering egg freezing is to remember that everyone's journey is unique. While egg freezing is one option, there are many others, including surrogacy, adoption, or choosing not to have children at all. Mutyala stresses the importance of allowing women to make their own decisions without judgment.
Mutyala's openness about egg freezing has resonated with many women, empowering them to consider the option for themselves and to navigate conversations with family and peers. She shared her experience with her parents on her YouTube channel, acknowledging that they initially didn't understand the concept but were open to listening and supporting her.
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Mutyala emphasizes the importance of having a support system during the egg freezing process. She was grateful for the support of her friends, family, and boyfriend, as well as the understanding of her team at work. She also advises creating a "toolkit" of resources and activities to draw from during challenging moments.
Challenging Assumptions and Redefining Success
Mutyala's journey challenges the assumption that women in their late twenties or early thirties should have a clear vision for their lives. She recognizes the unpredictability of life and the importance of allowing ourselves to evolve and change our minds.
Her definition of success goes beyond financial metrics. While she makes smart business decisions, her "north star" is fighting colorism and impacting a billion+ lives. She aims to build Live Tinted into a community-first beauty brand that empowers individuals to lead this movement and #livetinted.
Mutyala's story is one of empowerment, inclusivity, and self-discovery. She has built a successful beauty brand by listening to her community, prioritizing self-care, and challenging societal norms. Her openness about her personal choices, like egg freezing, has inspired countless women to take control of their futures and embrace their own unique journeys.