# Inclusive Makeup Brand Campaigns LIVE TINTED Launches the 'It Feels Good to Be Seen' By Kalin Ned | Published 2025-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/it-feels-good-to-be-seen References: [finance.yahoo](https://finance.yahoo.com/news/live-tinted-unveils-first-ever-181500291.html) & [newbeauty](https://www.newbeauty.com/live-tinted-expands-to-all-ulta-stores/)  [LIVE TINTED](https://www.trendhunter.com/trends/huestick-complexion-stick), a beauty brand founded by industry changemaker Deepica Mutyala, recently launched its 'It Feels Good to Be See' campaign and its first-ever TV commercial. The ad highlights the inclusive ethos that has been central to the company's mission and its message is strengthened by a comprehensive 360-degree strategy that includes [influencer and celebrity makeup artist collaborations](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians), as well as in-store displays. The 'It Feels Good to Be See' campaign centers around the emotional journey of a woman of color who, as a child, struggled to find makeup that matched her skin tone. This personal narrative reflects a broader issue in the beauty industry and aims to emphasize the importance of representation and inclusion. This campaign not only serves as a marketing tool for LIVE TINTED's new products, including the Legacy collection but also showcases a partnership with [Ulta Beauty](https://www.trendhunter.com/trends/the-joy-project). Image Credit: LIVE TINTED ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 72% | Activity: 64% | Freshness: 34% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Emotional Storytelling in Advertising:** Brands are utilizing deeply personal narratives to forge stronger emotional connections and enhance consumer loyalty. - **360-degree Marketing Strategies:** Comprehensive marketing campaigns that integrate various channels offer a holistic approach and maximize audience reach. - **Influencer Collaborations in Beauty:** Partnering with influencers and celebrity makeup artists amplifies brand visibility and drives engagement among diverse demographics. ### Who This Affects Most - **Cosmetics:** The beauty industry is embracing inclusivity, creating opportunities for brands to cater to underserved customer segments and foster wider acceptance. - **Marketing and Advertising:** Innovative campaigns that seamlessly blend emotional storytelling with multi-channel strategies redefine consumer engagement models. - **Retail:** In-store display innovations align with online efforts to provide cohesive consumer experiences that reinforce brand narratives. ## Related on Trend Hunter - [Inclusive Eye-Makeup Collections](https://www.trendhunter.com/trends/live-tinted.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md) - [All-Asian Beauty Campaigns](https://www.trendhunter.com/trends/maybelline-face-the-difference.md) - [Inclusive Retailer-Backed Films](https://www.trendhunter.com/trends/sephora-beauty-belonging.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Dark Skin-Centric Beauty Brands](https://www.trendhunter.com/trends/nach-cosmetics.md) - [Buildable Foundation Sticks](https://www.trendhunter.com/trends/huestick-complexion-stick.md)