Hi friends,
This week’s newsletter is short and sweet. I’m writing this from the airport lounge in Hong Kong, mid-transit back from Singapore. It’s been a whirlwind week of travel, and believe it or not, the jet lag is just getting started with spring break starting next week!
Last week, we analyzed how beauty standards flow from the top down with the incredible Elise Hu. (I loved seeing all your messages about that episode—the history really was fascinating.) This week, we’re flipping the script to look at what happens when we shape beauty standards from the ground up.
Our Friend of a Friend this week is Deepica Mutyala. She joins the podcast to share her journey of growing up Indian-American in Texas—from the pressure of skin-bleaching creams to the pivotal moment she decided to stop trying to fit the standard and started changing it instead.
If you’ve ever felt like an outsider, this episode is a must-listen. Hearing how Deepica turned her personal struggle into Live Tinted, a multi-million dollar beauty brand built on visibility and celebration, left me so inspired. It’s a powerful reminder that we don’t just have to live within the messages we’re given—we have the power to rewrite them.
Safe travels to any of you also on the move with spring break in full swing!
— Amy
What if we stopped trying to fit in?
Listen to this week’s episode of Mirror Mirror with Amy Chang →
Mood Board: This Week Visually
#TWDT — what made me do a double take.
Leaked Labs Controversy — Leaked Labs is off to a rocky start, but we’ve seen before that controversy isn’t a death sentence (Naturium, anyone?). Yes, there’s backlash around the first drop. But this could just be the beginning - an opportunity to refine, rework, and come back stronger. If anything, they’ve proven they can spark strong reactions, and that’s what cuts through the noise right now. The next move is theirs, and I’m curious to see how they play it. Read more at The Cut…
Harper Beckham Is Entering Skincare — Harper Beckham is launching teen skincare brand Hiku, but the real question is: who is she beyond her last name? Her digital footprint is essentially zero. The name opens doors, but do teens, the target audience, actually care? For a teen-led brand to feel authentic, it usually needs a strong online voice (think Sincerely Yours). But her parents have kept her offline, so stepping into the algorithm now feels off-brand. I’m curious to see how they market this, and whether the rumored K-beauty angle can carry it without her personal narrative. Read more at Hello Magazine…
Kids Skincare Continues To Expand — Evereden, a baby and kids skincare brand, entered Sephora on March 18 and is now sitting alongside Sincerely Yours in the kid-focused category. Sephora is clearly leaning into younger consumers (and their parents) with age-appropriate products. The question in my mind is: does expanding their product scope help them capture customers at every age, or risk trying to become everything to everyone, and ultimately nothing to no one? Read more at WWD…
The Dueling Alix vs. Alex — We were expecting the reveal of Alix Earle’s new brand today (March 24)—something I’d bet leans into skincare, given how openly she’s documented her acne journey. But in an interesting turn, Alex Cooper announced Unwell’s Sephora partnership the very same day. Shortly after, Alix pushed her own announcement to tomorrow. Timing like this is rarely accidental in beauty. The question is whether this was a collision—or a strategic reshuffle. Read more at AOL…
Can Cardi B Break The Celebrity-Led Beauty Brand Curse? — Out of all the recent celebrity brand launches, I am genuinely excited for Cardi B’s haircare brand, Grow-Good Beauty. I was initially wary of celebrity brand fatigue, but after hearing the product speificis — this one feels authentic. The brand stems from her personal story rooted in damaged hair and hair loss, and draws inspiration from her Dominican roots. It’s also paired with a strategic mass price point ($14.99 to $19.99) that reflects her experience shopping for haircare at Duane Reade. Add in a savvy online retailer, Revolve Ventures, and it’s clear this is being built to scale. IMO, all signs point to a massively successful brand. Read more at WWD…
Beyond the mirror….
Sometimes not fitting in is your greatest strength. It was for Deepica — and it is for all of us in so many ways when we learn to see our differences as superpowers.
Thanks for looking a little closer with me. Until next time.
Amy Chang, Host of Mirror Mirror