Viral and Cult-Fave beauty brand Live Tinted officially launches in Sephora Canada
Toronto, ON
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July 12, 2023 09:00 AM Eastern Daylight Time
Viral Beauty Brand Live Tinted celebrates a new milestone with its official launch in Canada as an exclusive retail partner to Sephora Canada both in-store and online. Since the brand’s inception, Live Tinted has been intentionally driven by its community first, from product development to campaign storytelling. It's no surprise that the exclusive Sephora Canada launch comes at the eager request of Sephora customers across Canada. Already a diverse ethnic market with varied needs across all areas of beauty, Live Tinted’s launch at Sephora Canada helps bring clean, effective and inclusive makeup, skincare, and SPF products with universal shades and purposeful formulas to the loyal Canadian beauty consumer.
Live Tinted is a US-based beauty brand designed to solve unique beauty concerns for a variety of skin tones and ethnicities, with a special focus on managing dark circles and hyperpigmentation. Developed by beauty expert and influencer Deepica Mutyala, Live Tinted’s claim to fame began in 2015 when Mutyala shared a YouTube video on her channel showcasing how to cover dark circles on South Asian skin with red lipstick. After the video went viral, it garnered over 10 million views and since then Mutyala continues to be featured on some of the most influential outlets as a beauty authority and disruptor. The video’s success encouraged Deepica to dive deeper into her beauty journey launching the brand and her first product, the best selling ‘Huestick’ in 2018, marking the birth of Live Tinted. Live Tinted’s products are skincare-infused, featuring ingredients like Hyaluronic Acid, Vitamins C and E, as well as Squalene. The range of products hydrate and brighten the skin in addition to being clean, vegan, cruelty-free and fragrance-free. The brand earned Sephora Canada’s seal of approval with the retailer’s “Clean at Sephora” distinction.
Fast forward to today, five years later, Live Tinted expands its retail availability beyond the United States by partnering with Sephora Canada, the biggest beauty retailer in Canada, to serve and expand its growing customer base.
“Our community has always been at the forefront of everything we do, and I’m over-the-moon to finally be able to bring an in-person shopping experience to our community in Canada, who have been supporters of Live Tinted since the very beginning. And to do that with a retailer like Sephora is an absolute dream come true,” says Deepica Mutyala, Founder + CEO.
The inclusion of Live Tinted into Sephora Canada aligns with the retailer’s 25% pledge, a commitment to showcase brands that reflect Canada’s diversity. As one of few South Asian-owned makeup brands to launch in Sephora Canada, Live Tinted is excited and proud to tangibly contribute to increasing diverse representation in beauty.
“We continue to expand our offering with exclusive, first-to-Canada, innovative brands that resonate with our diverse beauty community,” says Jane Nugent, Senior Vice President of Merchandising, Sephora Canada. “We love Deepica’s vision and focus on South Asian beauty needs. Her curated, solution-oriented assortment makes Live Tinted a perfect and exciting addition.”
Beginning July 16, Live Tinted fans can purchase their favourite products on the Sephora Canada app, for early access, followed by the official launch on Sephora.ca on July 17 and in a majority of Sephora Canada stores on July 21.
Live Tinted fans can look forward to seeing all their must-haves from the brand available to them at Sephora Canada including the infamous Huestick. The Live Tinted product assortment available at Sephora Canada will include best sellers in both skincare and color, including Superhue Hyperpigmentation Stick, Superhue Brightening Eye Cream, Huestick Color Correct, HueGlow, and more.
For more information on the Live Tinted launch into Sephora Canada or media inquiries, please reach out to Langton PR.
Contact Details
Langton PR Inc.
Daniel Pillai, Vice President
Amanpreet Dhami, Senior Director
