LIVE TINTED Launches First TV Commercial Highlighting Makeup Inclusivity

Beauty brand LIVE TINTED has unveiled its first television commercial, titled "It Feels Good To Be Seen," which powerfully illustrates the ongoing challenges women of color face in finding makeup that matches their skin tone. The 90's-set narrative follows two teenage girls, showcasing the brand's commitment to inclusivity in the $570 billion beauty industry.

The commercial depicts a transformative journey from a young woman struggling to find suitable foundation to her future self confidently selecting makeup that matches her skin tone. This narrative resonates with the brand's founder, Deepica Mutyala, who has personal experience with the limitations of traditional makeup ranges.

As part of the campaign, LIVE TINTED will expand to all 1,400 Ulta Beauty stores by Spring 2025, marking a significant milestone for the first South Asian-owned makeup brand in the retailer. Simultaneously, the brand launched its Legacy collection, featuring a volumizing eye makeup trio including a mascara, liquid liner, and eyelash curler.

The commercial launch coincides with the 10th anniversary of Mutyala's viral YouTube video about makeup application, which catapulted her influence in the beauty industry. Since then, she has been recognized as a TIME Magazine Next Generation Leader and continues to champion representation in beauty.

Ulta Beauty's Vice President of Merchandising, Jessica Phillips, highlighted the brand's resonance with diverse beauty enthusiasts, noting LIVE TINTED's viral Huestick product and shared mission of creating possibilities for beauty lovers of all generations and skin tones.

Through this campaign, LIVE TINTED aims to challenge traditional beauty standards and provide makeup solutions that genuinely represent and celebrate diversity.