On more than one occasion, I've walked into a store with no makeup and a face mask, and I'll still get compliments on my eyebrows. I've been getting my eyebrows threaded since I was 16-years-old. Every time I get them done, I feel like a more powerful version of myself. Thankfully, I resisted the urge to pluck them super thin and stayed true to my full, thick brows, which have always felt like a core part of my identity as a South Asian woman.
It turns out I'm not the only one who sees my brows as an extension of my identity. Deepica Mutyala, the CEO of Live Tinted, a clean, vegan, cruelty-free brand created to celebrate all complexions, shares the same sentiment.
Live Tinted was the first South Asian-owned brand to be sold at Ulta Beauty, and that's just the beginning. From raising awareness for reproductive rights to partnering with other BIPOC-owned brands and companies, Mutyala is a woman of her community. This mission comes through the products created by Live Tinted.
Mutyala welcomes feedback from her community and uses it to fuel her market research. One finding: The Live Tinted community isn't afraid to keep it real, which is why you can often find posts on Instagram where Mutyala asks followers to share what they're looking for from a makeup or skincare product. The latest product influenced by the Live Tinted community is the new Huebrow (more details ahead). The brand also heavily relied on consumer feedback for its recent concealer launch.
"Live Tinted began as a digital platform, and we are lucky to have the most passionate, engaged community that keeps us grounded," Mutyala says. "Our community helps inform our product pipeline and its characteristics. We tap into them weekly and take them with us on the journey of building a brand and creating products made for them."
Huebrow ($22), a clear brow-setting gel with a dual-sided applicator, is the latest product designed in collaboration with Mutyala's community. Made with flexible bristles on one side to define, fluff, and sculpt and stiff bristles to flatten hairs, Huebrow is ideal for all brow types.
"When creating this setting gel, I wanted it to celebrate all brows, and I wanted to empower our community to embrace them just as they are," she says. "I also wanted to create a product that works on all hair types because we are all so different."
Mutyala asked her community what they were looking for from a brow product. She considered creating a pomade, but feedback let her know that people wanted a hassle-free application method. "Another piece of feedback was about our commitment to creating multi-use products, which is how we started with our Huestick," Mutyala explains. "What's great about Huebrow is that you can also use it to tame flyaways and baby hairs and set your brows."
Plus, the gel will keep your brows in place while giving them a little TLC, thanks to nourishing ingredients. "It has a flexible hold that's crunch-free. It also includes a blend of provitamin B5, aloe extract, and olive and jojoba oils that help soothe, condition, and moisturize brows," Mutyala explains.
I was incredibly excited to test this product, so much so that I got my eyebrows threaded just for the occasion. I was crossing my fingers and hoping this product wouldn't make my brows crunchy or sticky, which has been my experience with other brow products. Thankfully, Huebrow was lightweight and didn't clump, so it was easy to shape my brows and set them in place.
I also appreciate that Huebrow is clear, which means I don't have to worry about matching the shade to my hair if I dye it down the line. Although I rarely wear makeup, I'll add this product to my daily rotation because it makes me feel more put together. Plus, the mirrored rose gold packaging is stunning—I could look at it all day.
Huebrow, and all other Live Tinted products, are available online at LiveTinted.com, Ulta.com, and in Ulta Beauty stores across the U.S.