Deepica Mutyala built a beauty brand from virality and now she wants more

The year is 2015. A video of lipstick as a corrector pushed the face of Deepica Mutyala on millions of screens. At the time, the Youtube Beauty tutorials were still rough on the edges, and the idea of ​​a woman with brown skin who taught the world to correctly with a red lipstick was unknown. Today, there are entire shelves, campaigns and hashtags shaped at that time.

Mutyala was 25 years old, working full -time in the development of products, not to hunt internet renown. But its accidental virality – at a time when you loved you looked like surprises – left it in a new orbit. The reports followed. Its Instagram exploded and its beauty brand, Live Tintaled, was born from a viral moment and designed for all skin tones. The same goes for financing cycles, the characteristics of the founder and the usual titles on the rupture of the glass ceilings. It has become a case study in representation. The “Girlboss” arc took place in real time.

What followed was not only a wave of support, but also a meticulous exam. “There was this tacit pressure of being at the same time. Relatable and ambitious.

Strong and pleasant to taste. Brown, but her security, “she said. The first years were not just a matter of creating a business; they consisted of decoding how many herself to be readable for the world.

Mutyala is 36 years old now. The decade since has brought a scale, visibility, pressure and an internal change in which it is always in the heart of the lifetime. She is less interested in jostling towards the next step and more focused on the slowdown enough to ask: what do I really want now? This question also appears in his personal life.

“No one knows who I got out. I have never posted this,” she said, speaking of borders. The algorithm may have helped build the brand, but all the parts of its life are open to the public.

The tension between visibility and privacy also appears smaller. “My audience likes my family’s content and I love to share it. But when I get home, I just want to eat dosas on the sofa and watch a film in Hindi without documenting it,” she said.

It does not back down or runs out. But the version of the ambition that has propelled its 20th birthday no longer feels quite correct. “I want the child and the business. I thought you couldn’t have both. But that changed.”