When she was a baby, Deepica Mutyala was exposed to the cultural significance of eyeliner. While the eyeliner was swiped behind her ear for spiritual protection, this and other cultural beauty rituals would shape her future in beauty. Growing up in an immigrant family, Deepica felt the pressure to pursue a stable career that would help her achieve the American Dream. She explains why she is so grateful for her parents' support when she decided to take an unconventional approach, even when they didn’t fully understand how vlogging would pay the bills. Eventually, she built Live Tinted, a business that healed her inner teen, who wanted to fit in with her blonde and blue-eyed peers in Texas.
In 2015, Deepica shared a viral video showing how she hid dark circles. She built a community around that momentum and later committed to developing products that met their needs. In her work, Deepica became the representation of South Asians that she had always wanted for a global community of followers, who later became customers. She drew on her early experiences watching her mom repurpose makeup that hadn’t been made with her in mind to create easy-to-use and multifunctional products that sell every 3 minutes. Listen to learn more about how Deepica’s thoughtful approach to beauty has led her from the Today Show to having a custom Barbie, and how it feels to have built the business she grew up needing.
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