On the brand’s commitment to inclusivity

What strikes me most about Live Tinted is the way it’s rooted in a community. So much so, Mutyala listens to community members’ wants and needs during product development and these people are the faces you see in the brand’s campaign imagery.

“After being a beauty influencer, I recognised that there wasn’t a space where you could discover different faces and hear their stories,” says Mutyala. “At the time, I felt like nobody was discussing colourism and through talking about these topics, I learned that things like colourism aren’t specific to the South Asian community. It was quite ignorant for me to even think that honestly, but I only knew what I knew.

“I always also felt like fair was beautiful but going through this experience and building the community, I realised that so many different communities are impacted by similar issues. We would have Black women and Latino women, people from every race joining in, and saying: ‘Wow, I also felt this way.’

“It was just we found this common ground of coming together around topics that I think are specific to a certain community of people that nobody else was discussing.”

Meet Live Tinted, the empowering beauty brand that began with a viral YouTube video