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 space. The commercial, set in the 90s, tells the story of two teenage girls facing the challenge of finding makeup that matches their skin tones, a narrative that transitions to the present day where one of the girls, now a mother, finds empowerment in selecting the perfect shade for her skin tone at an Ulta Beauty store.
This campaign is not just about launching a commercial; it's about reinforcing the brand's dedication to making every woman feel seen and valued. Founder Deepica Mutyala shared the personal inspiration behind the brand, stemming from her own experiences and the viral YouTube video that catapulted her into the beauty industry a decade ago. The commercial is part of a larger strategy that includes collaborations with influencers, in-store marketing at Ulta Beauty, and social media campaigns aimed at promoting 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, a testament to the brand's appeal to a diverse audience. Alongside the commercial, LIVE TINTED introduced its Legacy collection, featuring products like a volumizing eye makeup trio, further emphasizing its commitment to clean, inclusive beauty solutions.
The launch of the commercial and the brand's expansion into 1,400 Ulta Beauty stores by Spring 2025 represent a pivotal moment in the beauty industry. LIVE TINTED is not just selling products; it's leading a movement towards greater representation and recognition for all skin tones, challenging outdated beauty standards and fostering a more inclusive beauty landscape.
