We’re joined by Deepica Mutyala, the creator-turned-founder who built Live Tinted into one of the most culturally impactful brands at Ulta Beauty. We get into her founder routine, the early audience insights that gave her an edge before “creator-founder” was even a term, and why nailing the complexion category is so important to her. We also talk hero products (is it Huestick or Hueguard?), unexpected hits and misses, and what it really takes to stand out on shelves at Ulta. Plus, Deepica shares her honest take on whether beauty has actually become more inclusive or just better at marketing it—and how she keeps Live Tinted grounded in its mission as it scales.