Major congrats are in order for beauty entrepreneur Deepica Mutyala! Her makeup brand, Live Tinted, just became the first South Asian-owned brand at Ulta Beauty. It’s hard to believe there aren’t a dozen more considering just how many brands are out there but that just goes to show you how few Black and brown-owned brands get real shelf space. Not just at Ulta, of course. The retailer is expanding its inclusive product offerings all the time.
But according to a recent study conducted by RateMyInvestor and DiversityVC, out of 10,000 VC-backed founders, 77.1 percent of founders were white and only women-funded startups received only 9 percent of investments. That’s why a brand like Live Tinted, started by a young South-Asian woman, launching at Ulta is such a big deal. And Mutyala knows it. “We need to see more brown founded brands in major retailers & as of today a brand made for us is sold at the largest beauty retailer in the US. HUGE,” she wrote on Instagram.
After becoming a YouTube sensation, Mutyala launched Live Tinted in 2019 with her award-winning Huestick, a 4-in-1 multistick color corrector to balance discoloration and dark spots. It became so popular as an eyeshadow, blush and lipstick, too, that the brand expanded into even more multi-use products. If you haven’t used the Huesticks — in 10 diverse shades — to create a pretty monochromatic look, you’re missing out. They’re so good.
You can grab them, as well as the previously sold-out sunscreen (with no white cast!) and so much more, below.
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The eye, lip, and cheek multisticks also color correct (depending on the shade and your skin tone) with a weightless demi-matte finish.
Hueguard 3-in-1 Broad Spectrum Mineral SPF 30 Primer
Retailers cannot keep this sunscreen in stock. That’s probably because the moisturizer and primer protects against UVA/UVB rays without leaving a white cast.
Makeup meets skincare in two bronze hues. This serum-moisturizer highlight gives skin the prettiest, subtle glow.
Unity Balm Gloss
This ultra-hydrating formula has the conditioning benefits of a balm but the shine of a gloss.
Rays Copper Eye Masks
The new peptide-infused eye masks are in the shape of sun rays! They’ll perk you up with a triple complex of copper peptides, banana Extract and bakuchio, as well as caffiene and niacinamide.