Live Tinted is the shade-inclusive makeup-and-skincare brand for melanin-rich skin.

Live Tinted closes the round — and the makeup vein — on a community story: the shade-inclusive makeup-and-skincare brand of Deepica Mutyala, which grew from a viral beauty video into a platform and then a product line for melanin-rich skin and hyperpigmentation. Live Tinted makes makeup and skincare, and its answer to a round about the inclusive shelf is community: an audience that became a brand, built for the concerns the shelf overlooked. A brand, melanin-rich.

Its identity is the melanin-rich makeup born from a viral moment. The founder’s community, its hue hero and its independence are the story here. A brand, melanin-rich. The melanin-rich makeup born from a viral moment.

(Honest notes, so the story stays precise, and the heritage stays as the founder tells it. Live Tinted, at livetinted.com, makes shade-inclusive makeup and skincare — its hero a multi-use colour stick, plus a sun-protecting daily product and complexion — focused on melanin-rich skin and hyperpigmentation, and we report its inclusivity and efficacy language as the brand’s own marketing, not established fact; its sun-protecting product is a regulated positioning, not medical advice. It was founded around 2019 by Deepica Mutyala, a South-Asian-American who first went viral in 2015 for a beauty tip, built a community platform, and then launched products, and it is based in Los Angeles. On where it is made, a theme of this round, a country of manufacture is not documented, so we do not assert one. On ownership, a theme of this round, it presents as founder-led and independent, venture-backed. On culture, its mission of BIPOC and South-Asian representation is reported respectfully as the founder’s own stated mission, with no cultural motifs reproduced. Its name and product names are IP we describe but do not reproduce; there is no official brand hex; these tones are an unofficial interpretation.)

Live Tinted lives in a terracotta. Click a swatch to copy the hex.

Live Tinted’s identity is melanin-rich, warm and communal — a terracotta, an ink, a peach, a deep rust, and a paper. The palette leans terracotta and peach: a warm, skin-forward register that nods to melanin-rich skin and a multi-use hue rather than a quiet palette. It signals a melanin-rich brand. The honest caveat: with no published brand hex, these values are an original, unofficial interpretation, not first-party colours.

The lesson is a terracotta signals a melanin-rich, warm identity. Live Tinted’s world is a warm, made object. For designers, it is a reminder that a terracotta and a soft peach can carry a makeup brand — the tone of warm skin. Because these tones can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: build the community; serve melanin-rich skin; report claims as marketing; and treat any single hex as unofficial.

The register is a melanin-rich sans — melanin-rich, plain, warm.

Live Tinted’s identity carries a melanin-rich, plain, warm spirit — a community brand, not a fashion. A melanin-rich sans captures the mood: clean, warm and confident, the register of a community. Set in a terracotta palette, the melanin-rich sans feels melanin-rich and warm — exactly the personality Live Tinted carries. It is a community rather than a logo, mirroring a hue and skin. (Live Tinted’s real packaging is a thing we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a melanin-rich-sans makeup,” shown here in a stand-in. The type behaves like the brand: melanin-rich, plain and warm.

Live Tinted stands for the melanin-rich makeup born from a viral moment.

Live Tinted closes the round — and the makeup vein — on a community story. A terracotta palette, a melanin-rich sans and a viral origin make one thing — the melanin-rich makeup born from a viral moment — the whole identity: melanin-rich, warm and communal. The community is the origin, and the hue is the hero. The point is an audience that became a brand, built for the concerns the shelf overlooked.

Put to work, the identity is a community told straight, as design — with the mission framed respectfully and the making left honest. A maker in this spirit would build the community, serve melanin-rich skin, and report claims as marketing. A reader in this spirit would keep the facts right: Live Tinted makes shade-inclusive makeup and skincare, its multi-use colour stick the hero; it was founded around 2019 by Deepica Mutyala, who went viral in 2015 and built a community platform first, in Los Angeles; a country of manufacture is undocumented; and it presents as founder-led, independent and venture-backed. Live Tinted joins Kulfi Beauty on the round’s South-Asian thread, and it closes the inclusive shelf — and the makeup vein — on a community note. The honest editorial moves are to date it to around 2019, to tell the community-to-brand origin straight, to frame the mission respectfully, to treat the sun-protecting product as a regulated positioning, and to say the making is undocumented. The lesson Live Tinted teaches is that a community can build a brand, and framing the mission respectfully keeps it credible.

For designers and brand-builders, Live Tinted closes the inclusive shelf: build the community — and serve melanin-rich skin. The lessons: turn a community into a brand; build for concerns the shelf overlooked, like hyperpigmentation; report inclusivity and efficacy language as your own; treat any sun-protection claim as regulated positioning, not medical advice; and never reproduce packaging. It is also a reminder to stay precise: Live Tinted is the shade-inclusive makeup-and-skincare brand for melanin-rich skin — with the palette here an unofficial interpretation. Read that way, Live Tinted is less a hue than a community: representation, made real, closing the vein. The lesson for a brand is that a community and honest framing reinforce each other, and telling the origin straight keeps the story earned. Live Tinted made the-melanin-rich-makeup-born-from-a-viral-moment the identity — proof that a community can close a round.

Keep Live Tinted’s identity on hand — save it to a board in the Made Good inspiration library.