After working in product development at Birchbox, Deepica Mutyala started her YouTube channel to decode beauty with tips, tricks, and tutorials on applying makeup, from the vantage of a young Indian woman who’s got different needs than light-skinned women. In 2015, her most popular video, with nearly 10 million views, became a beauty hack requiring red lipstick to cover up dark under-eye circles, which many people immediately tried out and posted results online—it works. In addition to her YouTube channel, Deepica is a regular guests on The TODAY Show and continues to push out useful videos on her favorite products and trends.