LIVE TINTED, a beauty brand known for its commitment to inclusivity, has unveiled its first television commercial, "It Feels Good To Be Seen," marking a significant milestone in its mission to represent women of color in the beauty industry. The commercial, set in the 90s and present day, tells a compelling story of two teenage girls facing the challenge of finding makeup that matches their skin tones, a narrative that transitions to show one of them, now a mother, finding confidence in LIVE TINTED's products at an Ulta Beauty store.
Founder Deepica Mutyala shared the personal inspiration behind the campaign, reflecting on her journey from a viral YouTube video a decade ago to creating a brand that addresses the gap in representation for women of color. The commercial is part of a broader marketing strategy that includes collaborations with influencers, in-store promotions at Ulta Beauty, and social media campaigns aimed at fostering a community around inclusivity.
Ulta Beauty's Vice President of Merchandising, Jessica Phillips, highlighted the significance of LIVE TINTED being the first South Asian-owned makeup brand in their stores, emphasizing its appeal to a diverse customer base. Alongside the commercial, LIVE TINTED introduced its Legacy collection, featuring a trio of eye makeup products designed to meet the needs of all skin tones, further solidifying its position as a leader in clean, inclusive beauty.
This campaign is not just about launching new products; it's a movement towards changing the beauty industry's standards to ensure everyone feels seen and valued. With plans to expand to 1,400 Ulta Beauty stores by Spring 2025, LIVE TINTED is setting a new benchmark for representation and inclusivity in beauty.
