Why blend in when you can stand out?
For LiveTinted founder and CEO Deepica Mutyala, being “cool” used to be top of mind when she was a kid in Texas. At the same time, she dreamed of building a beauty brand that would change the conversation for people who look like her.
Now she’s doing just that: her inclusive beauty brand aims to shift the narrative of “cool” – and make sure people feel comfortable being themselves.
“The whole point of this brand is to build something that makes everyone feel like they want to stand out,” she said.
During a recent episode of Office Hours, Mutyala explained how celebrating herself would help build her brand’s success.
“It’s all about confidence,” she said. “The more confident you are, the more you see yourself, the more you feel like you can do things in the world and make an impact in the world.”
Here’s how Mutyala channels her own confidence to grow her brand – and help customers cultivate their own confidence.
1. Be you.
Growing up with immigrant parents was a struggle for Mutyala, who never felt she fit in with her peers. Now, she embraces who she is first and foremost.
“All the little things that I'm doing with this brand are really me trying to show young people growing up today that it's really cool to embrace where you come from,” she said.
Mutyala strives to be herself everywhere, including in professional settings – noting that people respond better to authenticity. Being herself helped build a strong network to accelerate her career.
“That's how people break down their walls and feel comfortable being more themselves as well,” she said. “People really responded to that, and it worked.”
2. Find your joy.
Mutyala studied marketing before becoming a brand manager at Birchbox and, later, a social media influencer after a video of her using lipstick to cover dark circles went viral.
However, two years later, she stopped doing tutorials and started posting more behind-the-scenes content of her own life, which brought her more joy.
“I still struggle with it, because that’s how I got started, but it was never the dream,” Mutyala said. “I always have to stay true to what brings me joy.”
Ultimately, her own content and brand inspired others to become beauty influencers, she noted. Doing what she wanted to do proved powerful.
As an entrepreneur, she focuses on what she likes most – product development – rather than trying to do everything needed to grow her business. Even if entrepreneurs aren’t ready to hire a full-time employee, freelancers and interns can help fill in the gaps, she noted.
3. Celebrate the wins now.
Pausing to feel pride for your accomplishments can go a long way, according to Mutyala. It’s easy to get caught up in the next to-do list, but it’s important to celebrate the moment, she said.
“There's no magical thing that happens when you're 80 years old that you're like, ‘Wow, I'm proud of myself,’” she said. “Feel that in the moment right now. You'll just enjoy life more that way.”
For example, LiveTinted recently won an Allure Best of Beauty Award, a coveted industry achievement, for the third time. Instead of celebrating, Mutyala found herself focused on how it would impact sales.
“It’s the CEO brain in me, but also the founder brain: the founder wants to enjoy it, but the CEO is thinking about the numbers,” she said. “I think a lot of people go through that. But I really want to find ways to just enjoy the journey.”
The Takeaway
Channeling confidence isn’t always easy for entrepreneurs, especially when they're just starting out. Mutyala noted she only recently gained more confidence about her decision-making skills – seven years after launching her brand. By being authentic, finding joy in the work, and celebrating wins, you can build confidence to reach the next level for you and your business.
This article is part of Office Hours, a series that connects you with entrepreneurs and expert tips for running and growing a business right now. Find their can’t-miss conversations here.