Currently sitting at over $500 billion, the beauty industry has proven to be a multi-billion-dollar global powerhouse, and a reflection of society’s constantly shifting ideals and values. Over the past years, discourses such as inclusivity and representation moved from buzzwords to business imperatives. There was also a surge in consumer demand for authenticity and cultural resonance,  which prompted the rise of indie beauty brands, disrupting a market once dominated by legacy players. Today, consumer generations want more than products. They’re in constant search of meaningful connections with brands that align with their values. Yet, despite these strides, significant gaps remain, particularly for individuals with underrepresented skin tones or unique beauty needs.Enter Live Tinted, a makeup brand championing a movement to redefine the narrative around beauty. At the heart of this brand is Deepica Mutyala, founder and CEO, whose journey is as compelling as the brand she has built. Mutyala first captured the spotlight a decade ago with a YouTube video demonstrating a red lipstick hack to conceal dark circles. The video went viral, amassing millions of views, sparking a broader conversation about universal beauty challenges. “That video changed my life,” Mutyala says to BeautyMatter. “It made me realize that beauty issues like dark circles weren’t just my problem—they resonated with people from India, Africa, Brazil, America, and beyond.