Live Tinted and Ulta Beauty Illuminate Los Angeles with a Star-Studded Diwali Celebration
An extraordinary evening of beauty, fashion, and culture brought Hollywood together to celebrate South Asian heritage, inclusivity, and the power of representation.
Los Angeles was filled with color, culture, and celebration as Live Tinted and Ulta Beauty joined forces for one of the beauty industry’s largest Diwali celebrations. Bringing together some of the most recognizable names in entertainment, fashion, and beauty, the glamorous evening was more than a star-studded gathering. It honored South Asian heritage, community, and the growing influence of cultural representation in the beauty industry.
Live Tinted founder Deepica Mutyala, alongside Ulta Beauty President and CEO Kecia Steelman and Chief Merchandising and Digital Officer Lauren Brindley, hosted the exclusive celebration, which welcomed more than 100 guests for an unforgettable evening honoring the Festival of Lights.
Notable attendees included Tracee Ellis Ross, Ashley Tisdale, Jay Shetty, Desi Perkins, Anastasia Soare, Siffat Haider, and Rea Ann Silva, creating an impressive gathering of Hollywood personalities, beauty entrepreneurs, and industry leaders united in celebrating culture and creativity.
Fashion played a central role throughout the evening, with guests embracing the occasion in beautiful traditional Indian attire. South Asian designer Heeral Mehta's designs added elegance and artistry to the celebration, highlighting Indian fashion's rich craftsmanship and vibrant traditions.
The festivities offered an exciting blend of entertainment and interactive beauty experiences. The UCLA Bollywood Team's live performances brought energy and cultural expression to the event, while guests enjoyed personalized shade matching and creative stations where they could bedazzle and customize their favorite Live Tinted products. Each experience reflected the brand’s dedication to individuality, self-expression, and making beauty accessible and inclusive.
Beyond the glamour, the evening marked a meaningful milestone for Mutyala, whose journey as a beauty entrepreneur has helped open doors for greater South Asian representation in the industry.
In 2021, Live Tinted became the first South Asian-founded makeup brand to launch at Ulta Beauty. What began as a vision to create products that celebrate diverse skin tones has become an impressive beauty success story. Five years later, Live Tinted has become one of Ulta Beauty’s fastest-growing prestige cosmetics brands, with its bestselling HUEGUARD® Skin Tint SPF 50 now selling every two minutes.
“Diwali has always been one of the most meaningful times of year for me personally, and it’s also been part of Live Tinted’s story from the beginning,” said Mutyala. “When we launched Ulta Beauty in 2021 as its first South Asian-owned makeup brand, it was a huge moment for our community and for me as a founder. To now come together with Ulta Beauty to celebrate Diwali at this scale feels incredibly full circle.”
Her success reflects a larger movement within the beauty industry, one where authenticity, inclusivity, and cultural identity are no longer simply part of the conversation but increasingly central to how brands connect with consumers. Through Live Tinted, Mutyala has demonstrated that celebrating individuality can also create meaningful opportunities for entrepreneurship and industry growth.
For Ulta Beauty, the partnership represents a shared commitment to ensuring that the beauty experience reflects the diverse communities it serves.
“Beauty has an incredible ability to bring people together, and we believe the traditions, cultures, and communities that shape our guests’ lives should be reflected in the beauty they experience,” said Brindley. “As Live Tinted’s exclusive retail partner, we’ve had the privilege of working alongside Deepica to bring her vision to more guests, using the strength of our platform, reach, and beauty expertise to help grow the brand while preserving the authenticity and purpose that make it so special.”
Known as the Festival of Lights, Diwali celebrates the triumph of light over darkness and symbolizes hope, renewal, and new beginnings. Those sentiments echoed throughout an evening that honored tradition, community, empowerment, and one another’s achievements.
In a city known for its diverse cultural landscape and creative influence, the Live Tinted and Ulta Beauty celebration reminded everyone how fashion, beauty, and entertainment can bring people together while honoring the traditions that make each community unique.
For Mutyala, the night was a powerful full-circle moment, celebrating how far Live Tinted has come while continuing to inspire the next generation of entrepreneurs to embrace their heritage and pursue their ambitions.
As the beauty industry evolves, celebrations like this highlight something far greater than products or trends. They reflect the importance of representation, meaningful partnerships, and creating spaces where everyone feels seen and celebrated.
With an unforgettable evening of Hollywood glamour, South Asian tradition, and inspiring entrepreneurial success, Live Tinted and Ulta Beauty proved that the future of beauty is not only inclusive but brighter than ever.
