Deepica Mutyala, CEO of The Fastest Growing Prestige Brand at Ulta Beauty (Live Tinted) on dating, becoming rich and influencing her way to the top

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24:05So if you're ready to turn your returns into revenue, head to freight.com and tell them Hot Smart Rich sent you for an exclusive offer and white glove service. That's F-R-A-T-E dot com and tell them Hot Smart Rich sent you. So someone that's listening to this that doesn't really understand the marketplace between Ulta and Sephora, can you kind of break down the difference between the two major retailers in beauty? Yes. Sephora is known to be the biggest prestige makeup company in the country and Ulta Beauty is the biggest overall beauty company in the country because they're both mass and prestige in one retailer.

24:42Sephora is traditionally in bigger cities and locations that have a different household income. Ulta is more in middle America and has way more doors, but it's in a lot more smaller towns. And so for me as a brand that really believes in making people feel seen, I wanted to be in as many doors as possible in as many cities as possible. So Ulta felt like the right partner for us. You actually launched your campaign. It Feels Good to Be Seen six months ago, right? How is it going? How did it pay off? It feels good to be seen as like our Just Do It, our You Look Good Glossier. Like I'm loving it from McDonald's because I feel like when we started as a company, we started as being called for every shade in between because I wanted to be known as the brand for all the nuanced skin tones.

25:28But what I didn't want to do was alienate a girl like you. And so I was like, what is a tagline and slogan that makes it so we can always make sure our base and the girl we started this company for feels seen, but also opens it up to something that you wanna wake up and feel every single day. And so it feels good to be seen is kind of where we landed with it. And it's an always on campaign for us. It's not something that we're just doing one off. It's like the brand identity. You said something when we had dinner that this two months ago that has stuck with me ever since and you just touched on it and I really wanna dive into it.

25:57Wow, I said something that stuck with you? You said a lot actually, but this was around always being labeled as a minority founder. and you said, because of that, I don't reach women that look like you, Maggie. Like you, your customer isn't buying from Live Tinted because I'm always being put in the bucket of a minority founder. Can you expand on what you mean by that? We really took off during BLM. And so every press story I received was around being the South Asian founder behind Live Tinted. I'm grateful for what we received at the time. Like there was a Barbie created after me from Mattel.

26:34I got this Time Magazine honor as a next generation leader. And I fundamentally believe a lot of those things happen because of the time and state of the world. And I'm so grateful for it. What I worry about is that someone that looks like you sees it and says like, oh, well, this brand is made for brown and black girls, not for me. And that's just fundamentally not true. We are just finally inclusive of women who look like me. I don't want to be seen as a niche brand. I want to be a household name. I want us to be the next Mac and be brown. And just by TAM, the total addressable market of the US.

27:05We can't get there without the supportive girls who look like you. If you could create a headline for yourself tomorrow, what would it be? Oh, see, this is when I like wish I had time to think of new. She doesn't give questions ahead of time, people. Um, what would take a second to? Oh yeah. I forgot I can breathe. Yeah. Okay. So I got an executive coach because I just feel like I have some insecurities about being a first time CEO. And it's funny because anytime people come to the company as an executive, they tell me like the reason they're here is because of me being the CEO. Because sometimes I'm like, I'm a great founder because I have this vision and stuff.

27:37But would someone be a better CEO? And I feel like as I keep bringing in more people, my confidence is growing in that. But I always want to do better. So I got an executive coach. And one of the exercises she had us do was what our 2025 vision is. But really what she was saying is if there was a billboard that said what you wanted to be known for, what would it be? And I had three of them. Embraces authenticity as a safe partner, inspiring true growth and empowerment in others. We workshopped every single word. Building a legacy while shifting culture to leave the world a better place. A connector of communities who leads with kindness.

28:11That's what I want to be. I love that. Have you ever had to make really hard decisions that go against what that says at the company? I think the constant pull and tug for me always is how do I make sure our core audience and the young girl that I created this brand for, Like my 16-year-old self never feels like she was forgotten as we've grown with Ulta. We sell more lighter shades now that we're growing with Ulta than we do our deeper shades, which is ironic to how the brand started on the D2C side, which is, by the way, just again, it goes back to the total addressable market of the country.

28:46It makes total sense. And to get to our revenue goals, we kind of have to get there. But I never want her to be forgotten. So this like complexion stick that we're launching like literally next week. What date does it launch? August 7th. At Ulta. everyone go buy it it's going to be in every door we're going to have a display at the front of Ulta so go try it it is the most luxury of course formulated in Italy um blurring technology packed with skincare I mean it is the most luxurious formula we've ever created and packaging we've ever created um but we did it in brown and that's because I want the little brown girl to always see herself but also chocolate brown is trending so it like my shirt look at your shirt yeah you know like a girl like you will look at it and still think it's chic and lovely but like I know that the little 16-year-old girl is represented in the packaging.

29:31Those are the little things I try to always make sure of. Can we talk about how hard it is to launch a color cosmetics brand based on how many shade ranges you actually do need and how expensive it is? Okay, Maggie, thank you so much for saying that because I think people really just don't understand makeup skews, aka shades, can kill a business. The same way in fashion, right? Like if you're doing an inclusive brand and you want to have as many sizes represented, you could totally kill an entire business by doing too many shades. I don't think people realize minimum orders per shade is 5 ,000 per unit on the lowest end possible.

30:05So that means for 20 shades, we had to commit to 100 ,000 of this product before we even knew how much it would ever sell. Fully could take a business completely under if for whatever reason, this product doesn't take off. Obviously, again, that goes back to like why we waited six years because now that we're with Ulta, we have a certain commitment from them and what they are going to be able to like buy from us. But yeah, I just don't think people realize like, think of like a skincare brand that y 'all love, five products, they could be a hundred million, hello road, a$200 million business with like six products, you know, and I could be a 200 skew product and be a$20 million business.

30:43What would you say to the consumer that is like one of those warriors online that is going around to these brands and like calling out for size inclusivity and shade inclusivity as someone who who has led a brand that is all about that, but also understands the intricacy of now being a founder and being an operator and having investors and really having to think about the bottom line to fulfill your mission. It's so hard. The balance has to be there because I never want, the whole mission of the brand can never go away. Otherwise, what does your brand even stand for, right? So what I wanted to make sure of was we made equal representation of the 20 shades across deep, medium, and light, which means that we're leaving money on the table from the lighter shades perspective that we could have over-indexed in, but we didn't do it because to me, like our why and the vision board thing I just told you about what the billboard for me stands for is I do want to help shift culture.

31:34And so not compromising on that means we leave some dollars on the table, but my hope and dream is that this product takes off and goes so viral that we end up adding 20 more shades. What do you think the state of the beauty industry is in general today, based on everything that we just talked about? it's so hard um it is so hard to survive as a brand in so many ways it's the easiest time in the world to be able to launch a product and launch a beauty brand and then in so many other ways it's the hardest time to survive and long term last as a beauty brand but I just think you know we're also seeing a lot of brands shut down and I just think with the exception of Ami Koli because there's a lot of systemic things in the place that really did not set her up for success.

32:16I think a lot of these, especially on the celebrity brand end, the strongest will survive and the ones that aren't meant to exist won't. What's something that you've learned about money building Live Tinted the hard way? Fundraising is a bitch. It is so hard. It is so hard. And like, it's harder for women and it's harder for women of color. But I will say when you do it, you realize that the glamour of it is not what the headlines when I started my company said they were like I started in an era where Glossier was raising 50 million series E's or F's or G's I don't even remember at this point where I thought I had to do that to be seen as like a legit founder and a legit company I think in today's world I'm not saying this is the way to do it but don't necessarily think you have to raise capital in order to achieve your dreams and goals.

33:11Really think about what your goals are before you do it. Because the second you do raise capital, you do have certain expectations and people you have to answer to that may make you make decisions that you wouldn't have wanted to do for yourself as a company. I have waited to ask somebody this question for years before I had a podcast. I listened to Emily Weiss's story on how I built this probably at least five to six years ago. And she was talking about getting her start, building Glossy. And she was like, I just thought I had to raise a million dollars because a million dollars was going to be able to get me my first three SKUs and bring it to market and do the R &D.

33:49What do you think now a founder needs in terms of capital to bring a beauty brand to life? to launch at a retailer,$3 million minimum, to win and thrive in the beauty industry, overall,$20 million. And you think a$20 million capital injection from an investor would help a brand do what in sales? Get it to an exit. I can name three beauty brands on the top of my head who all raised$20 million and exited for nine figures and above. And these are my back end how much was raised because some of the announcements are public and some of them aren't. And also you do it in rounds. It's not all at once, right?

34:32Like I did a 500K, a 3 million, then a 10 million, and then a bridge. As someone, like I just love that you're in my chair right now because you're so open. Have you ever not wanted to announce certain things as it relates to fundraising or money? Because then there's this perception that like live tinted is bloated. They can pay us acts. Like have you kept things private as a very public facing founder? Yes. I feel like people think we've made it because I've raised$17 million, but they don't understand EBITDA and profitability and where we are. And I don't know. I don't get why people, I actually talk to my team and PR team about this a lot.

35:08Why aren't people more open about where they are in the stage of their profitability as companies? And I don't know. I think there's all these weird blocks for people that they want to look like they're more successful than they are. And it's like this fine balance because also you want to look legit. So people want to buy your products, but then you also don't want people to think you're so legit that they don't need to support you because I still very much need the support. Can I be honest with you? Yeah. I think you are the poster girl of anybody listening on how to build a brand today because you strike this balance as somebody who is so fearless, so courageous, has their shit together, works so hard, but isn't afraid to ask for help.

35:47And I'll be honest with you. like you had sort of an aura about you before I had met you at the dinner of like being very like put together in that way. But then when I met you in person and you were the first person to raise your hand at that dinner and be like, I need white girls to talk about my product because I can't reach the numbers I need to without you. I was like, I want to help this girl and be a part of this brand and like get her on the podcast. Well, that's great because I said it because you were sitting right in front of me and I knew you had this podcast and I was like, this is the exact demo I need to tap into.

36:19But like that is the fearlessness and like the way to remove your ego as a founder that still has a lot going on. How do you think you got that way? What can someone listening do to be more like you? Oh my gosh. First of all, thanks. I've always been a vulnerable person. I'm a July 4th cancer girly. And so, you know, I just think like I always lead with empathy. And by the way, to a fault of emotion, that's the other reason why I always question if I should be the CEO because I definitely am an empath and I have so much emotional investment into this brand. But I'm finding that you can be both an empathetic leader and a great leader.

36:56And so for me, I've only gotten to where I am today because I asked for help. I went up to Jessica Alba in a hotel lobby and just introduced myself. And to this day, I just saw her last week for like a mentorship check-in or also just like a friend check-in, right? And it's like, that didn't happen because someone introduced me. Are you kidding? I'm like an Indian girl from Sugar Land, Texas. Nobody was giving me intros to some of the most successful women out there. And the same goes for the Emily Weiss's of the world. I just emailed her and asked to go get coffee with her. And I told her that I didn't feel like she had shades that matched my skin tone in my first convo.

37:31I was really honest because I wanted Glossier, the coolest brand of the time at that moment, to have products that worked for me. And I didn't feel seen. And I went up to Bobby Brown and asked her to be my investor. And I asked Nancy from Briogeo for advice on wealth management. And I just feel like people are more altruistic than we think. And we just have to go and try. I don't know if you have anything for me, but I actually really respect your feedback. What's something that you think that I should do that I'm not doing that would help me reach the next level? Before I met you, I didn't know.

38:07And I'm just kidding. You said I'm honest. I didn't know if you would want me on your podcast. I didn't know. And then, by the way, I've been watching your stuff and seeing how many diverse faces and people you have put on. And I think it's just because of when we met. And by the way, you can remove this. No, no, I want to. I'm going to keep it in. OK, well, remember you said like you want to be the call her daddy meets how I built this. And immediately when I think of that, I think of a podcast that features a very specific cool girl and a very specific type of girl. And I think my brand is way more inspirational beauty versus aspirational beauty.

38:46And I worry that if we're not the road aesthetic or the Summer Fridays aesthetic, that we as a brand won't be able to touch the masses. And then I remind myself the tarts and the benefits and if the world exists and things like that. And connections are real and we did connect that day and it was really beautiful. But sometimes when I'm in a room like that dinner table And I go out of my way to be at dinner tables like that one because there's not a lot of girls who look like me that are at those dinner tables that I worry that the outcome of it will just lead to like fake promises and fake support.

39:19Do you want to hear the funniest thing? It was before I knew you, though, by the way. I just want you to know that like it was more because you're just this gorgeous girl and you have this aesthetic and you're like, I see you and I see the road refi cool Sephora clean girl. Right. And so I but which is the they're all thriving companies. and so I get a little insecure sometimes that like I don't play into the cool girl aesthetic because I want to stay authentic to live tinted but will I miss a customer of a gorgeous girl like you because of that? Is there anything? What does that mean? Not at all and by the way it's so funny and I'm not going to cut this because you were actually, remember Katie?

39:54She was one of the first names that you were on of like who I wanted to have on the podcast and my advisor actually was like I know Deepika and I was like oh my god amazing can you forward me an email? never really heard about where it went and so that's why I actually went to that dinner because you were going to be there what I didn't even think you knew who I was I totally I've known who you are literally I did a Dell commercial because you did a Dell commercial what yeah but I think that's why this conversation is so important and I want other people to hear because like we all walk around with this idea of like and I call this HSR toxic girl traits like things you think people are mad at you for or impressions people had of you and it's so interesting because it takes open conversations like this to be like, this is actually where both of us were coming from.

40:38And like, look at that disconnect and like, look at how amazing this conversation will be for so many other people. And, and to be very honest with you, this is all deep rooted to like me in high school. Like I wanted to be the Indian girl that was the cool cheerleader. And so now when I see the cool girl of today, even though I'm such a confident, secure 36 year old woman, there's still that little inner child that I'm working through in therapy. That's like, even with dating, how can And I date the cool guy versus the guy who makes me feel calm and safe and peaceful inside. And so I'm totally working through all of that and trying to build a brand that like that 16-year-old authentically was and wanted into the world today versus what I think the world, what's winning in the world today.

41:19That is such an honest answer. And I think that's why I was so wanting to have you on the podcast because I think like there's so many people that have this aura. And I do agree with certain things of like fake it till you make it. You have to have some sense of like, I'm going to be able to do this. And like when I was talking at that dinner being like, I want to build the call her daddy meets how I built this. Like our numbers are nowhere where they are now. Like something happened over the last two months because of the like really honest conversations that we've had that like we now are at a place where I'm like, I can see that happening.

41:52But like when I came to that dinner, it wasn't like that. You had the most confident energy I think of anyone at that table. And it was a room of all very confident, secure women. But the way you with conviction said, I am going to be how I built this meets call her daddy. I of course believe you will. And it's so funny because I will say, taking it back to dating where we started, like I haven't had this confidence until I started dating my partner. And I've always been with men who like really made me question my self-worth. And like I was with someone when I first started this idea of hot, smart, rich that was like never call your company that.

42:26That is such a red flag. Even my current partner, members of his friends have actually said to him when we first started dating, how could you ever date somebody with the name Hot Smart Rich as their company? And it's because I think it's such an uncomfortable thing. And someone could listen to anything and be like, that's so uncomfortable. But I think that's the only way that we're truly going to progress. So I hope that whoever is listening to this takes this conversation as like, maybe take off that mask that they're wearing. Maybe go up to someone that they have been a to do, have been afraid to go up to before.

42:58And I will say like, I want to openly feel more confident to say I am hot, smart, and rich, specifically on the rich side. I can't even say that without a little bit of a pit in my stomach because I'm not anywhere where I want to be, but also I'm proud of where I am. And because of the people I, my parents who raised me, I'm always going to want to strive for more and more. But a podcast like yours called that makes women feel empowered and confident and not insecure to say they are those things. That is so important. Men say it and feel it all the time. All the time. What is the first purchase you made when you realized you had made it?

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44:33Literally business class tickets for my mom and dad. Just so you know, to give you more context, my dad drove out a broken down Toyota Camry and got me a used BMW at 16 when we had no business and could not afford it. But he said he saw the look in my eyes and couldn't say no. And I obviously recognize even the fact that we could afford a used BMW puts me in a, I was never like broke. But the fact that my dad did that, and I think about all the other versions of him doing that, driving me four hours on a Friday and drove back four hours to go work on a Saturday, Sunday, then drove back again that Sunday just so I could go hang out with my friends in Louisiana.

45:07I have so many memories of those things that I am like so incredibly grateful for my mom and dad and knowing where they grew up and where they are today. Yeah, the first thing I did was that. I also bought my dad a Tesla, but he has too much pride and ego and didn't take it. Men are still men. It's very nice. It's so funny that you say that, though, because I think one of the things that's so hard for me to wrap my head around, and I actually read this in Wallace Annenberg's tribute that was just given because she just passed away, and she was such a philanthropist for Los Angeles, especially for women, and she said, she's like, I am not embarrassed of my last name.

45:38I was given a privilege, and I was given a gift, and I am going to do everything that I can to further that. And it makes me so interested in this conversation. Like we're so quick to rip down Nepo babies and we're so quick to just judge people that have made it. But it's like you talking about the sacrifices that your dad put in to get to the opportunity to do that. Like it wasn't handed to them. And even if it was, what are they doing with it? If nothing, judge them for that. But as someone who is building towards having an empire and generational wealth. Like, do you ever think about the difference that your children will have as it relates to money and where you came from?

46:16Yeah, I think it's literally what you just said. We should all want to one day create Nepo babies into the world because that means we're rich. But I think that what the point and the critical part of it is what are they going to do to then create even a bigger world, a better world. And so like that to me is, is the difference. You know, I will make sure my kids are not spoiled. You have to set them up for success and to win in this world. But at the same time, they have to take that and build on top of it. As someone who just dated an F.O. baby, if they aren't, it's not cute. It's not attractive.

46:52What is one personal money rule that you live by and one you need to break as soon as you walk out of the store? Okay. One that I live by and one I need to break. I mean, I think that I still live in scarcity so I don't think that I enjoy the money I've earned nearly enough like my assistant tells me all the time she's like why are you overthinking this purchase um but like I'm weird about consumption too like I don't want to just keep buying outfits especially because on the internet you're like posting it and then you're not posting it again like am I going to wear this again because now I've worn it on your podcast I don't know I'm gonna get mad at you if you don't I know I have to right like I have to or I'm gonna be like I want to borrow your outfit for my board meeting yeah we really need a like friends exchange of clothes situation I know I'm Especially for executive, for executive women.

47:35Yes, truly. So I would say that like what I want to break, I guess, to answer first is that or what I want to do is like I want to enjoy the fruits of my labor more. And what I want to stop doing is questioning it. Again, it goes back to like I love that you have the word rich on here. I'm scared to say that word out loud. And I think it's just about how I was raised and what I define as rich. When I think of rich, I think of billionaires and people. And even right now, I have this complex of I haven't made it yet because I haven't exited my company for nine figures because I now care for the little brown girl growing up to see a woman who looks like me to exit a business at that level because I see it happening so much now and it's so amazing what Haley Bieber has done by the way it's incredible but I want someone to see someone who looks like me do it and I hold a lot of pressure and weight into that and so I'm so hard on myself about like what being rich or smart or hot is and it's like I have to take a step back and be like, Deepika, you've already achieved that 16-year-old girl's dream.

48:34The fact that there's a girl in Kakinada, India, going up to my dad saying, thank you to your daughter, how does that not make me feel like I've made it? I have chills. And I feel like if I were to ask you, if you sold your business tomorrow for nine figures, what would even change about your life? I always say I want to create a fund to invest in other girls who look like me because, again, it was really hard to do it. I would still be involved. I want to still be involved with Live Tinted. It would give us way more marketing resources to have billboards featuring girls who look like me and other people who you don't see in the beauty industry.

49:08And I just think as ambitious women, we know what we're capable of doing and it's why we don't stop. But other times I'm like, I'm in my soft girl era. Somebody take care of me and you buy the bottle of red wine that I want, not me buying it for myself. Wait, do you pay on a first date? No. But beyond first date, I pay for a lot in a relationship. And do you want that to continue? I would love to experience what it's like not that being the case. Let's talk offline. With that, we're going to stop with some rapid fire. Are you ready? Yes. Okay. What is the first thing you notice on a woman? Oh, my God, their energy.

49:49You have amazing energy. What is the first thing you notice on a man? rapid fire uh I hate to say it height do you have like an under six feet no rule I'm newly all about a medium king because I've last you guys were six foot plus and when you're six foot plus you don't have to work as hard on other things I want a man who's working on himself wait so we're in what is a medium king for someone that's not familiar like 5 '11 5 '10 you know like short king I don't want someone shorter than me because I just think that's a me thing. Like my own insecurities, I think, would come out. But I don't need six foot plus because those men just really, really walk through the world a different kind of way.

50:31Can I tell you a funny thing? Yeah. I saw on TikTok that you will never meet a man that is 5 '11 because they will just say that they're six feet. You're 100 % right, by the way. In every scenario, that has been the case. I'm actually going to show you a man, though, that is 5 '10 after this and see if you think he's cute. Perfect. Um, what is your fave beauty brand that isn't yours? Gosh, so many. Get creative. Yeah, I'm trying to think of one that like I really respect everything they're doing. I wish I could say Ami Kole again because I love her and we're friends and we kind of went on this journey together and we have similar missions.

51:07And I just really want people to dive into the story of what happened to her because she had every reason to make it. And she was everything people should want to invest in. and the fact that it didn't is that there's a broken system. Yeah. I always say that like for people that are like, how do we get more female founders to get money? I'm like, you need more females to invest because if we don't actually have the capital, but it's a systematic problem because who we are trying to raise money from is mostly men. And then we're trying to invest in women. But until there's more capital that like, that's what it bothers me so much about women that have exited their companies and that don't invest.

51:41I'm like, you are literally causing this problem to not change. It is crazy. It is crazy. What would you rather? Shout out to Joanna from NYX, who, by the way, is one of the reasons we did end up meeting in person, who puts her money where her mouth is and actually wants to help women grow. I just wanted to say. Public speaking or first date? Public speaking. I can do a public speaking engagement any day of the week, no rehearsal, and crush it. Who was your favorite comfort creator? like the one that I'm like guilty pleasure yeah like tonight when you are just crawling into bed with a glass of red wine do you do that yeah but I don't I'm not guilty I feel like you're my newest favorite seriously I love your podcast I really do I need to listen to this last one you just told me but I really think you're the perfect balance of like entertaining because I also love Alex Cooper and call her daddy but I love business convos so it literally I feel like you're solving that.

52:39Oh my God, you're making me blush. Okay. Would you rather be at traveling or home? Home. Home. Home is where the heart is. Yeah. I mean, like, I think it's more like answering your question. Like I thought I would be the girl that's like, let me be in Europe for all of July. And it's like, no, let me do a week in July and get back to my couch. And then go a week in August. And then I'm going in two weeks to Capri. Deepika Mitiala. Thank you so much for one of the most honest, deep, raw conversations I've ever had. I'm so honored that you came on. everybody let's just make sure that we go and support this brand no matter your skin color yes give us the details of when your newest product is launching at Ulta the complexion stick launch is on August 7th at Ulta Beauty it's going to be in every single door if you're new to the brand the skin tint is the product to try it sells every three minutes I'm going to say it one more time and it is an everyday perfect skincare product like even if you're wearing nothing else you want to wear it.

53:32Are you hiring any rules? Head of sales. Okay. And is there anything else that my community can do to come and support you across every single thing that you're doing? Tell everyone about Live Tinted. Seriously, that's like my biggest ask is go try it. If you're like, I need a new concealer, go try our serum concealer. They're all clean, vegan, cruelty-free, makeup meets skincare, and we just need to grow our base. Thank you so much for coming on. And Where can people find you? At Deepika on all social media and at Live Tinted on all social. Thank you guys so much for listening. HSR, we love you so much.

54:07Go do your thing and go and support this brand. Deepika, thank you so much. Can't wait to have you back on in five years. Yes, it'll be a whole new set of truths. When there's an exit.

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