Does anyone else remember that megaviral video that had people smearing red lipstick on their under eyes in 2015? Well, the woman behind that color-correcting trend was none other than Live Tinted founder Deepica Mutyala. She was in the beauty industry long before her career as an influencer — her first internship in college was at L’Oréal, and she was an early employee at Birchbox.

After that video garnered millions of views, she was doing Today show segments and appearing as, in her words, the “token brown girl” in campaigns for companies like Maybelline, Samsung, and Laura Mercier. But her ultimate goal, which came to fruition in 2018, was to create a beauty brand of her own. “I knew it was a matter of when, not if,” the 36-year-old says. Her first launch was, of course, a range of

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