LIVE TINTED Launches First TV Commercial Highlighting Beauty Inclusivity

Beauty brand LIVE TINTED has unveiled its first-ever television commercial, titled "It Feels Good To Be Seen," which powerfully illustrates the brand's commitment to inclusivity in the cosmetics industry. The campaign, set to expand the brand's presence to all 1,400 Ulta Beauty stores by Spring 2025, addresses a long-standing challenge faced by women of color: finding makeup that matches their skin tone.

The commercial tells a compelling narrative spanning generations, depicting a teenage girl's struggle to find foundation in the 1990s and her subsequent journey as a mother finding confidence through LIVE TINTED's diverse product range. This storytelling approach directly confronts the historical lack of representation in the beauty industry, which has often marginalized women with darker skin tones.

Founded by Deepica Mutyala, LIVE TINTED emerges as a pioneering brand in the $570 billion beauty market. The launch coincides with the 10th anniversary of Mutyala's viral YouTube video that first highlighted makeup challenges for women of color, positioning the brand as a transformative force in beauty representation.

The campaign employs a comprehensive marketing strategy, including influencer collaborations, in-store marketing at Ulta Beauty, and social media engagement. Ulta Beauty has been instrumental in the brand's growth, with LIVE TINTED becoming one of the fastest-growing prestige brands in their portfolio.

Alongside the commercial, LIVE TINTED introduced its Legacy collection, featuring volumizing eye makeup products designed to appeal to a diverse consumer base. The collection includes a volumizing mascara, liquid kajal liner, and an eyelash curler, all developed with an emphasis on inclusivity and performance.

Mutyala's vision extends beyond product development. Recognized as a TIME Magazine Next Generation Leader, she has consistently championed multicultural beauty, challenging traditional industry standards and creating a platform where diverse beauty is celebrated and normalized.

The "It Feels Good To Be Seen" campaign represents more than a marketing initiative; it is a statement about representation, empowerment, and the evolving landscape of beauty. By sharing stories that resonate with marginalized communities, LIVE TINTED is not just selling makeup, but advocating for a more inclusive and understanding beauty industry.