Live Tinted, a clean beauty brand founded by Deepica Mutyala, is known for its inclusive products featuring universal shades and purposeful formulas. The brand’s new 'Legacy Collection,' available on Ulta.com, is centered on clean, vegan ingredients and ophthalmologist-tested formulas, ensuring safety and effectiveness for sensitive eyes.
'The Legacy Lash Volumizing & Lengthening Mascara' combines "serum benefits with mascara, delivering an immediate 171% boost in lash volume and promoting long-term lash health, increasing volume by 113% over time." Meanwhile, 'The Legacy Liner Liquid Kajal' is a quick-drying, smudge-proof eyeliner with a flexible felt tip for precise application—infused with natural bamboo charcoal, it’s designed for sensitive eyes while offering a smooth, lasting finish.
To round up the collection is 'The Legacy Eyelash Curler' which "fits all eye shapes and features hypoallergenic silicone pads for comfort while its marigold orange color enhances lash visibility, making it easier to achieve a defined, precise curl."
Inclusive Eye-Makeup Collections
Live Tinted Debuts its Ophthalmologist-Tested 'Legacy Collection'
Trend Themes
1. Inclusive Beauty Innovation - The focus on universal shades and formulas designed for sensitive eyes is driving a shift towards more inclusive beauty standards.
2. Clean Beauty Movement - A growing demand for vegan and clean ingredients in cosmetics empowers brands to innovate with new formulas that prioritize health and safety.
3. Multifunctional Cosmetics - Merging skincare benefits with makeup products, such as mascara with serum, breaks traditional boundaries and appeals to consumers seeking holistic beauty solutions.
4. Sensitive Eye Makeup - Products ophthalmologist-tested for sensitive eyes address a niche demand in cosmetics, appealing to customers with specific sensitivities.
Industry Implications
1. Cosmetics - Incorporating ophthalmologist-tested makeup into product lines offers new business avenues for brands looking to expand into the sensitive eye care market.
2. Health and Wellness - The integration of health-focused formulas into beauty products taps into the growing wellness industry, meeting the needs of health-conscious consumers.
3. Retail-focused E-commerce - Platforms like Ulta.com amplify access to specialized beauty products, showcasing the potential of online retail in distributing disruptive innovations quickly.