deepica mutyala on ‘gloss angeles’

Deepica Mutyala, founder and CEO of Live Tinted, understands that trust is earned and built slowly over time. On Gloss Angeles, she was transparent about the realities of scaling a business.

She explained that succeeding at a major retailer, like Ulta, costs two million dollars in capital. If you want to build in beauty, manufacturers require a minimum order of five thousand units for each product, per shade.

Which means there’s no opportunity to test products gradually or order selectively. The scale arrives immediately. 

As does the risk.

Mutyala spoke candidly about trust barriers in the beauty space. Even amongst brands created for all consumers, lighter shades consistently outsell deeper complexion skin tints and foundations. For many companies, cultivating lasting trust across all communities remains a gradual and ongoing process.

Mutyala does not gatekeep knowledge. Her willingness to speak openly creates credibility, and credibility builds trust.

In industries where so much is learned through trial and error, there’s generosity in sharing. In being specific. It makes the path more visible for others trying to build something meaningful, too.

Credibility is as much relational as it is professional.

During their conversation, Mutyala and hosts Kirbie Johnson + Sara Tan defended their friends at Lipstick Lesbians. They provided context, explained the thinking behind the situation, and reinforced the value of loyalty in public.

Girlhood, the ultimate demonstration of being trust-worthy.

Mutyala is betting that time will do the rest.