National Institute of Fashion Technology, Hyderabad

​Makeup(GEO)
Assignment - 2

Submitted by:
Sapna Maheshwari (MFM Sem 2)
 Acknowledgement

I have taken efforts on this project. However, it would not have

been possible without the kind support and help of many
individuals. I would like to extend my sincere thanks to all of
them.
I am highly indebted to Mr. Jonathan Madison for his guidance
and constant supervision as well as for providing necessary
information regarding the assignment.
 ​ ​Deepica Mutyala’s beauty blog

Deepica Mutyala (born July 4th, 1989) is a South-Asian beauty entrepreneur, businesswoman,
and founder and CEO of ​Live Tinted​, a multicultural community about beauty and culture. ​In
May 2017, after struggling for a while to keep up, she took a step back and re-evaluated what
drove her to start posting videos in the first place. She posted her first vlog that summer, in
which she talked about the mental health challenges and career pressures she’d been facing,
despite the taboo of these subjects in her family’s culture. She didn’t wear makeup for the
video. ​Mutyala, who is determined to challenge the traditional stereotypes, after spending
much of her life being pigeonholed into 'ethnic' roles. While playing dress-up as a kid in Texas,
she always had to play the person of color in a given scenario - and even now as an adult, she
finds that people still assume that an Indian girl could only be a brown-skinned character for
Halloween. She transformed herself into four different characters, including Princess Jasmine,
to challenge the stereotypical idea that people can only dress up as someone of the same race.
She launched the ​Be Your Own Princess project to show girls that they aren't limited to
characters of the same ethnic background, and did her hair and make-up to look like three
different princesses as well as a prince. She further encourages others to share photos of their
own unique costumes with the hashtag ​#BeYourOwnPrincess . In this way she took the first
step towards breaking the rules of stereotypical thinking.

When her second YouTube video went viral in 2015 -- a beauty tutorial about how to hide
under-eye dark circles with red lipstick -- the Today Show contacted her and asked her to do an
on-air segment. That day, she quit her job at ​Birchbox​, but she didn’t tell her parents, who are
Indian immigrants. Since then, Mutyala has been featured in the New York Times, CNN, Vogue
India, Bustle, and other media outlets. Mutyala has also collaborated with brands on panels,
event activations and editorial content geared toward representation, including Cover FX,
Clinique, and CoverGirl. Additional brand collaborations include Estée Lauder, IT Cosmetics,
L'Oréal, and Samsung etc. For the past three years, Mutyala has been building her brand as a
YouTube personality and beauty expert full time. Although she never even watched ​beauty
tutorials on YouTube before she started posting her own, her channel now has 151,987
subscribers, and the red lipstick video alone has nearly 10.5 million views. Initially, she’d
thought she would be too late to the YouTube game, starting in 2015. But she found her niche
as a brown-skinned woman in the beauty space.

Mutyala launched Live Tinted, in January 2018 an inclusive digital community that explores
diverse beauty for “every shade in between”. The website focuses on underrepresented people
in beauty, and their personal journeys with culture and identity. The website also functions as a
cross-cultural platform and movement for the community, known as the #TintFam, to discuss
all the things about beauty and culture, and have those discussions that lead to product
development. Its goal is to amplify the reach of women through their digital platforms while
giving honest feedback on beauty and skincare products that its audience cares about most.
After amassing over 500,000 Instagram followers, Mutyala unveiled Live Tinted’s first product,
the Huestick​, an eye, lip, and cheek multistick that also balances out dark circles, dark spots,
and hyperpigmentation. According to Nylon on May 6, 2019, the Huestick is “a spot-corrector,
blush, eyeshadow, and lipstick all in one” and “works on every skin tone.” Allure called the
Huestick “an inclusive multi-tasker.” The product is also vegan, cruelty-free, and free of
parabens, sulfates, and phthalates using pigments that are FDA-approved for both eye and lip
applications without the use of carmine.

These Huesticsks have not come to India

yet, now they are just available in Canada
and USA though there is emerging rage for
them in India too. In her makeup tutorials it
has been seen she mostly prefers Mac
products and hugely trusts its credibility.
She doesn’t always goes for high defined
makeup style, she uses bare minimum
products so that young ladies can
understand it easily, it's quite easy to follow
the instructions because she gives a proper
time gap and this can be really helpful for a
beginner or a person who has less
knowledge about the products, personally if
you ask me I found it quite easy to learn the
steps and there are various kind of
variations she shows in makeup which will encourage you to try these different looks which
look so appealing and these all are acquired just by using few makeup essentials. Best thing
about her is she doesn’t only concentrate on makeup for beautification, she also pays great
attention to skincare and healthy body. She collaborates and promotes those brands which are
really nourishing for the skin such as recently she partnered with Dove where she talks about
the new launch of Dove that is ​‘Dove shower foam’ she further describes how much alive she
feels while using it as it gives a bubbly soft touch.

I have also been using Dove soap since

childhood though I had never tried its other
products but when this came I thought of
trying this shower foam and I must tell you it
is soft and liberating it gives your skin such a
silky feel. Once you use it I assure you, you
won’t go for any other product it radiates
such freshness. The product is exactly what it
says - because of the foam format, it has a
soft, airy lather while still giving my skin the
nourishment it needs. The shower foam has a
cleansing technology that’s so gentle that it‘s
traditionally used in facial cleaners, but Dove
was able to take that same technology and
apply it to a body wash in the format of a
foam for the first time ever. What this meant
to me was that I’m probably for the first time
ever giving my body the same love and
attention that I give my face. This keeps your
skin hydrated so that it remains beautiful. I
felt so wonderful after using it, now wherever
I go I carry them as it moisturises the skin so
well, the dryness of my skin disappears quickly. As I have dry skin I used to have a lot of
problems because each product brought out the new issue with it but this one, it suited me so
well in the first instance brought back the moisture to my skin now I don’t suffer from any
itchiness or dry skin problems. I have dry skin and also skin that tends to hyper-pigment easily.
I'm always using hydrating products but, one shift for me seasonally is that in the winter I will
switch to products that quench my skin even more and this product is all that saves me in this
sheer weather condition. There's also more masking than ever in the winter for me. Unless our
skin is good the makeup can’t do any miracles. So the first step is to keep our skin hydrated and
in her blogs she very well defines how to take care of skin in the best possible manner. When
you take a look through her page you’ll find how she defines every product for the aspect of
skin care routine. I care a lot about my skin because it easily gets affected with weather
conditions so the products which nourish are life saver.
She keeps ​Tatcha Camellia Gold Spun Lip Balm as she feels it keeps lips super nourished every
day, and it is a must to pack specially during traveling. According to her to keep the skin
glowing, it needs all the moisture it can get, ​Neutrogena’s Hydro Boost Hydrating Hydrogel
Mask is her all time favourite because the serum quenches the dry skin so well bringing back
the softness. She says ​Neutrogena makeup remover wipes are best to use for the makeup
removing process.

Deepica's videos tutorials do a bang-up job of demystifying makeup in general, but she also
focuses on making things a hell of a lot easier for South Asian women specifically. According to
her foundation, when you're looking for a match, test on your neck not your arm for the most
accurate shade. She also says before getting the rest of the makeup in order, one should apply
sunscreen (year-round) and make sure the formula melts into the skin for that flawless finish,
she further says that proper care of eyebrows should be taken because they act as focal point
of the face, one should use eyeshadow and a slanted brush to keep them in shape while doing
makeup. It is the concept that most Indian women don’t realize they need (because they
already have dark, thick brows) but can’t live without once they see the difference it makes. It
really takes the brows to another level. It is not just that she even writes the steps with her
pictures in different angles so that people get a better idea of using the products and in the
proper direction, brands are also being specified with every product so that it gives you the
desired look that you are wishing for.

For a party look she suggests one should use the golden eyeshadow on the highlighted area of
the face. Even I liked this style a lot because it gives the proper definition to the face and gold
tones look great on Indian skin because it works well with the warm tones. If one has dry skin,
one should use a cream gold shadow and if one has oily skin, one should use a powder shadow.
Her technique of making the eye shadow pop is quite a hit among the girls these days that is
done just by using a white chubby eye pencil as a primer on your eyelids. Specifically on Indian
skin, it’s hard to find eyeshadows that are pigmented enough to really pop. By using a white
base to neutralize the natural pigmentation of your eyelid, your eyeshadow appears more
vibrant. According to Deepica one should use a white base with a creamy formula, it really
holds onto the texture of the eyeshadow. The picture below shows the before and after image
of ‘Pop up eye shadow’.
In one of her makeup tutorials I learned about the better appearance of cream blush and when
I tried it I found it really amazing oh my god! it works so well it gives your cheeks such a
cheerful reddish glow, really looks like a real blush of cheeks. Cream blushes tend to have a
higher pigment and show up better on Indian skin the best. I loved the way a layer of cream
blush with a powder blush over it, really worked as magic. Deepica loves to dab bright pink
lipstick on cheeks as blush. As I have mentioned earlier her makeup tutorials are quite handy
and easy and just with few things in hand you get an instant glow. I really like the way she
carries herself with every look whether you talk about nude or that classic red lipstick formula.
She always brings out the best on the platform and brings her audience on ease nothing
appears to be difficult or foreign to try. The thing I love the most about her is she doesn’t go
with much loud makeup, most of her makeup appears very natural and subtle..
On her blog along with makeup, skin care she also shares her hair care routine. ​As far as her
hair care products, Mutyala says she keeps things simple in the shower. Her go-to shampoo
since the past five years has been Oribe. She loves the smell of this particular shampoo. When
her scalp gets flaky during winters she goes for ​Head & Shoulders​.
She relies heavily on post-shower products that work as her hair air dries. ​Oribe Dry Texturizing
Spray is a favorite for this task. She sprays some on her hair, let it air dry, and wind up with
waves for some definition and added volume. She then uses an ​R+Co Dart Pomade Stick ​to
tame the fly-aways on the top of her head. “They just go down with it,” she says. Finally, to trim
down on her beauty routine, she reaches for the ​Kopari Coconut Body Oil spray. She sprays it
on her legs, arms, back and let it soak in for an ultra-moisturized feel.

She partnered with ​beauty brands Laura Mercier and ​Byrdie where she used their makeup
products to bring out enhancement in various makeup features. She used Laura Mercier’s
Candleglow products first that is Candleglow concealer in shade #3 and used shade #2 in the
corner of the eyes for an extra pop then she dabs Sheer perfecting powder around the eyes and
this brings out a complete no makeup look. They help in kind of highlighting the features but
also even outs the skin tone and brings attention to the eyes in a way that isn’t overbearing.
Further she tried another one that was ‘French girl makeup look’ and that quite amazed me it
was all simple but drastically beautiful. The look was really focused on having a fresh face using
Foundation Primer Radience, a soft wing liner using Cavier Stick Eye Colour and a pop of color
on the lip with Lip Parfait Creamy Colourbalm. This looked much like as if you are just out of the
salon for the summer party with your girlfriends. Have a look on it below:

Another brand she partnered with was ​Simple skincare ​where she transformed into a mermaid
for Simple’s #MakeUp4Makeup campaign. The idea behind the campaign is that we need to not
only cleanse our skin and remove our makeup, but also give back to our skin by putting good
ingredients back in, making up for all the products we put on our face. This look was created
just by using different coloured eyeshadows. Later to remove that makeup she used ​Simple
Hydrating Cleansing Oil​.

​The Mermaid look

Along with these looks she also brought out the wedding and holiday look very well, so glowing
but yet simple and amazing just with a few different tinted shades and a variety of lipsticks.
Along with this appreciation and acceptance she had to go through a day of troll, her comment
box was filled with angry lashes of the viewers, actually she was invited on the ​Today show to
do a segment on one-minute summer hairstyles, where she ran into trouble while trying to
style model ​Malyia McNaughton​’s natural hair. In short, Mutyala botched it totally.

She certainly seemed to be trying her best, but she simply didn’t know what to do with a black
girl’s textured hair, and her ignorance made for an uncomfortable segment and a bad result.
The backlash was swift, with many taking to the video’s comments section and Mutyala’s
Instagram to call her out. Another issue, ​as Allure pointed out​, is that the segment proved that
diversity should mean more than just representation. Mutyala ​issued an Instagram apology ,
and McNaughton came to her defence. Both women chalked it up to a case of not enough time
and not enough products, rather than a conscious attempt to make anyone look bad.

So far, so typical: mistake, backlash, apology. And Mutyala probably could have left it there and
put the incident behind her, but instead she posted a new video that not only shows that she’s
learned from her mistake, but she's actually using the controversy to bring attention to ​natural
hair​ experts.

She invited model McNaughton back to her channel, plus ​Akilah Hughes​, ​Tiarra Monet​, and
Kamie Crawford​, who together gave Mutyala a lesson in natural hair 101. Mutyala owns up to
her mistake, makes fun of herself, and even allows the other women to give her the bad
hairstyle she originally gave McNaughton. Filmed at ​Monet’s hair salon​, the video is filled with
product suggestions and ​beauty hacks​, even touching on the ways natural hair can be an issue
in the workplace. Mutyala lets her guests take center stage and speak from their own
experiences, using her channel as a platform to boost their voices.

So in all we have seen success doesn’t come up on its own we need to struggle, face many
challenges throughout and go through the road of harshness and difficulty. As I talk about the
most celebrated beauty blogger Deepica Mutyala, she also had her highs and lows in life and
finally reached the ladder of success though highs and lows remain the part and parcel of life
one can’t evade them in any manner. I really appreciate the efforts she takes to present us with
always different kinds of makeup styles either playing with lipsticks or eyeshadows. In most of
her makeup looks these two ingredients take up the highlight all the time. I personally like her
pop-up eye shadow style very much. This gives eye shadow a highly defined style. I really
recommend the girls out there to try it out. I am sure they will also appreciate it very much like
I am doing now. It brings luscious colour to the eyes they look so perfect and enigmatic. One
more thing I like about her is that she doesn’t only talks to her viewers just about makeup she
also talks how to do the skin care before and after makeup and according to me that is the
thing very much required if you are so much into makeup. If proper care is not taken the skin
gets worse with time and you get all those acnes, pimples etc.

I feel she should bring out the makeup styles everyday or on alternate days with a tweak in it
instead of posting just on Wednesdays and Thursdays because if the time gap increases in
certain activity people lose interest and deviate towards other things. I’ll still in the end I just
love her colour pop ups very much they are so creative and pretty always invoking an artist in
me. I feel so happy trying them.
 References:

1.​https://www.idiva.com/beauty/tips/if-you-love-the-natural-no-makeup-look-th
en-follow-these-youtube-beauty-channels/18001490

2.​https://www.byrdie.com/deepica-mutyala-tinted-interview

3. ​https://deepica.com/blog

4.​https://www.wpxi.com/news/trending-now/today-show-beauty-expert-apologi
zes-for-messed-up-makeover/419751356/

5.​https://www.dailymail.co.uk/femail/article-3293652/Indian-American-vlogger-h
its-racial-stereotyping-transforming-host-Disney-princesses-prove-ethnic-girls-sho
uldn-t-pigeonholed.html

6.​https://www.lifestyleasia.com/ind/beauty-grooming/makeup/indian-beauty-vlo
gger-deepica-mutayalas-debut-product-is-for-the-woman-on-the-go/

7.​https://thebeautygypsy.com/live-tinted-huesticks/

8.​https://www.forbes.com/sites/katetalbot/2019/05/08/how-youtuber-deepica-
mutyala-is-disrupting-2019-beauty-standards-with-community-driven-makeup-lin
e/#60524de841c4

9.​https://www.entrepreneur.com/slideshow/310241

10.​https://fusion101fashion.blogspot.com/2019/05/live-tinted-heusticks-beauty-
community.html