Live Tinted Launches First TV Commercial, Expanding to All Ulta Beauty Stores Nationwide

Beauty brand Live Tinted has announced its first television commercial campaign, 'It Feels Good To Be Seen,' highlighting a significant expansion that will bring its inclusive makeup line to all 1,400 Ulta Beauty stores across the United States by Spring 2025. The campaign launch coincides with the brand's introduction of its new Legacy collection and represents a major step forward in addressing diversity gaps in the beauty industry.

The commercial, set in the 1990s, portrays a common struggle faced by women of color in finding matching foundation shades, before transitioning to present day where inclusive options are now available. This narrative reflects the evolution of the $570B+ beauty industry toward greater representation and accessibility for diverse consumers.

As the first South Asian-owned makeup brand at Ulta Beauty, Live Tinted's expansion from select stores to nationwide availability demonstrates the market's growing demand for inclusive beauty products. The brand's success story, which began with founder Deepica Mutyala's viral YouTube video in 2015, has led to it becoming one of the fastest-growing prestige brands at Ulta Beauty.

The timing of this expansion is particularly significant for the beauty industry, as it signals a shift in mainstream retailers' commitment to diverse representation. Jessica Phillips, Vice President of Merchandising at Ulta Beauty, noted that Live Tinted's inclusive approach has strongly resonated with their diverse customer base, particularly through products like their viral Huestick.

The campaign launch is accompanied by the release of Live Tinted's Legacy collection, featuring volumizing mascara, liquid liner, and an eyelash curler, further expanding the brand's presence in the premium beauty segment. This growth trajectory suggests a continuing evolution in the beauty industry's approach to inclusion and representation, potentially influencing how other brands approach product development and marketing strategies.