“I really feel like this community is rooting for me, so I just keep going.” Find out why deepicam is part of TIME's newest class of Next Generation Leaders
showing how to use red lipstick to color-correct hyperpigmentation on darker skin tones. The video racked up nearly 11 million views and highlighted something beyond a useful makeup hack: most beauty products are not developed with people of color in mind and often do not meet their needs. To reach this huge market, she launchedin 2018 as an online community, centering conversations around identity and culture.
By 2019, Mutyala had taken members’ feedback to develop the innovative Huestick, an all-in-one color corrector, lipstick, eye shadow, and blush developed with people of color in mind. She raised $3 million from investors, including beauty mogulLive Tinted now plans to introduce a foundation product “by us, for us, created with intentionality.” Mutyala isn’t deterred by the fact she’s up against much bigger industry players.
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