Deepica Mutyala, a YouTuber and social media influencer, with 233,199 subscribers on the video platform, recently went viral after she used lipstick below her eyes to cover dark spots. The video, which has garnered over 10 million views, has expanded Deepica’s visibility.
The cosmetics guru currently works The Today Show as a beauty expert and has been featured in commercials for Samsung and L'Oréal. Now, the 29-year-old is launching her first beauty product — Huestick — inspired by Live Tinted, an Instagram beauty community that seeks to foster inclusivity.
According to Deepica, Huestick is the first color corrector and multi-stick product of its kind. She recommends using it as a multi-stick on eyes, lips, and cheeks for a pop of color, or as a color corrector, applied gently on dark circles, hyperpigmentation and dark spots. The Huestick is formulated with skincare ingredients like hyaluronic acid, squalene, and Vitamin C + E to enhance its skincare benefits.
The budding entrepreneur says she always wanted to create a beauty brand. Initially, she focused on the corporate side of the beauty industry, working as a beauty influencer. She founded the Live Tinted community after realizing there was room for product development within the beauty industry.
Her background as an influencer allowed Deepica to interact with an array of beauty brands. She realized that what was missing was a product like the Huestick. She was intent on developing a color corrector and multi-stick that provided skincare for a variety of skin shades. She used her experience to create the product’s texture, weight and ingredients.
Before creating Huestick, Deepica consulted with her Instagram community to see what their biggest beauty concerns were. Dark circles came out on top. She also had community members come to her house to try the product and provide feedback prior to the testing process. Deepica has also used Live Tinted community members as models for her campaigns, which feature blurbs about their experience with Huestick, as well as their thoughts on beauty and culture.
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Deepica’s mentors include icons like Bobbi Brown and Meghan Markle’s makeup artist, Daniel Martin. She also depends on close friends for feedback. She says Brown’s advice was to “stay scrappy and enjoy the early days.” She also encouraged her to “soak in the early moments… because those only happen once.”
