It all started with a red-lipstick hack for dark undereye circles that drove beauty influencer turned founder and CEO Deepica Mutyala to launch Live Tinted. The community-driven brand made its debut in 2018 with problem-solving products made for and by those who felt underrepresented in the beauty space. Formulated with skin-loving ingredients, the line includes a range of color cosmetics and skin-care products that are all clean, vegan, and cruelty-free. From its bestselling multifunctional Huesticks to its no-white-cast Hueguard sunscreen, each product was created with the intent of making everyone of all skin tones look and feel confident. Live Tinted is all about community, and it just got one step closer to that goal.

On the heels of raising around $3 million in seed funding, the beloved brand is making strides with a retail partnership with Ulta Beauty. Live Tinted will be the first South Asian-owned brand at the largest beauty retailer in the US. Ulta Beauty will house the entire Live Tinted line, including the Huestick 4-in-1 Multisticks, Rays Copper Eye Masks, Hueguard Sunscreen, Unity Balm Gloss, and Hueglow. Some of the products will be in stores starting on Oct. 3, but you can shop the collection online ahead!

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