Makeup + skincare · United States
Live Tinted
Founded by Deepica Mutyala
Live Tinted grew out of a viral hyperpigmentation hack into a full complexion brand. In January 2018, Deepica Mutyala founded Live Tinted as a digital platform to explore beauty, culture, and inclusivity; the brand launched its first product, the Huestick, in May 2019, addressing common concerns like dark circles and hyperpigmentation. The community itself shaped the focus: she asked a group of women of colour what their biggest beauty concern was, and 98 per cent said it was hyperpigmentation. Mutyala, of Indian descent, built the brand to center brown women without boxing itself in. Live Tinted is the first South East Asian brand to launch at Ulta Beauty; Deepica grew up as a South Asian girl in Texas who never saw herself in a beauty ad, and that experience never left her, so she built the brand she always needed. Its Hueguard Skin Tint SPF 50 became the inflection-point bestseller. A genuine pioneer rather than an obscure gem, but foundational to this angle.
Who it matches
- Depth range
- Fair, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Mid-range
- Finish
- Natural, Dewy
- Coverage
- Sheer, Medium
Hero products
- Huestick Color Corrector
- Hueguard Skin Tint SPF 50
- Hueskin Serum Concealer
- Huegloss
What it targets
- spf
- hyperpigmentation treatment
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