INDIAN VLOGGER TURNED ENTREPRENEUR TAKING THE WORLD OF BEAUTY BY STORM
Deepica Mutyala, an Indian of Andhra origin residing in the US is currently taking the world of beauty by storm, one multi-purpose huestick at a time. Born and raised in Texas, she was inclined towards beauty from a young age. Having worked with brands like L’Oréal and Birchbox her heart was in establishing her own brand of cosmetics. A vlogger and social media influencer, her tutorial on using a red lipstick as a colour corrector in 2015 went viral and garnered 10 million views. This laid the genesis of her digital community Live Tinted and creation of Huestick.
Despite brands that have introduced inclusive beauty lines, Deepica’s brand was created for the
in-between skin tones that did not find adequate representation in the market. She realized through her personal experience and interaction with her community of followers, that they could not find the right corrector to mask their dark spots, hyper pigmentation and dark circles. Through thorough research and open dialogue with the under-represented skin types and tones of women, she introduced her community and the product. The huesticks consist of hyaluronic acid, squalene, and Vitamin C + E to provide added skincare benefits. The colour correctors work as multi-purpose beauty products – corrector, lipstick, eyeshadow and blush.
Her marketing strategy and sales tactics involves conversation with her community of followers through her digital platform. Instead of launching her products first, she initially built a community of women of women that emphasized on inclusive diverse beauty. Deepica’s purpose was to create a wide representation and more attention to a varied skin tone and people of colour that would truly amplify the representation of beauty and culture.
Whilst looking for investors she came across two different perspectives. The male investors turned down as they wanted to look at proof that the product created by her was saleable. On the other hand Female investors understood the need to build a community before the product. Her initial products were created with money collected by crowd sourcing. Deepica’s company is backed by cosmetic giant Bobbi Brown and Birchbox cofounder Hayley Barna. With women beauty entrepreneurs like Rihanna, Deepica Mutyala etc. have identified the need to create products that suit a multitude of skin shades and types rather than having one solution for all. Every skin shade and type is different and it is only apt to use products that suit them. This has brought about a new revolution in the world of beauty and the availability of these products has brought a sigh of relief and much joy.
Live Tinted Huesticks are available in three shades – Origin, Rise and Perk and offers shipping to US, Canada, UK, the European Union, New Zealand and Australia.
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