When it comes to the beauty business, there are three things that stand out these days – inclusivity of product, diversity of options, and versatility. Aligning all these goals is renowned Indian vlogger and entrepreneur Deepica Mutyala, who has launched her new (and only) beauty product, the Hue Stick, under the brand, Live Tinted.
An on-air beauty expert, host, and TODAY Show Style Tastemaker, it was Mutyala’s second YouTube video on colour correcting with red lipstick, that catapulted her into fame. Over the years, it has garnered over 10 million views. In the last few years, Mutyala’s work has spanned makeup and hair tutorials, alongside her business of managing a diversity-fueled digital beauty community called TINTED, focused on representing “all the shades in between”. Its goal is simple: To feature women who are underrepresented in media and campaigns, women with different skin tones, race, and ethnicity.
So the idea of the Hue Stick isn’t a surprise. The multi-stick + colour corrector can be used on your eyes, cheeks, and lips, or under your makeup on dark circles, hyper pigmentation, and dark spots for colour correcting. Perfect for women-on-the-go, it comes in three amazing shades: Origin (true red), Rise (terracotta), Perk (peachy pink).
The expectations from it are high, since Mutyala’s personal expertise has come into play while creating this multi-purpose product.
Its shades are universal, and the copper packaging has our heart – it’s luxe, clean, and easy to throw in your bag. All you need to do is to swipe it onto lips, cheeks, and eyes. You can even dab it onto dark circles, hyperpigmentation, or dark spots as a colour corrector. The formula is lightweight and intentionally made buildable. It’s also blendable on any skin tone – it promises to not settle into fine lines. Skincare is part of it – it’s packed with hyaluronic acid, squalene, and vitamin c+ e. It claims to be vegan, cruelty free, and clean (no parabens, sulfates, phthalates).⠀
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We also loved the campaign song by The Raja Kumari on melanin and the positivity the label brings.
This product is now available for pre-order from May 6 on livetinted.com in US and Canada, and there’s a chance it will go global in a few months.