Before she became one of TikTok’s most recognized beauty educators, Monica Ravi-Conway was a software engineer decoding complex systems. Now, she’s decoding color. The first-generation Indian-American creator behind the viral #colortheorytest has turned her analytical mind toward reshaping inclusivity in makeup, one shade at a time.

In August, she released her first red lipstick collaboration with MOB Beauty, selling 3,000 units in just 24 hours. “They told me red lipsticks don’t sell well,” Monica says with a smile. “But the lip kit sold out in a week.” 

It wasn’t just another influencer product drop; it was the culmination of years spent studying undertones and translating precision into artistry.

From Code to Color

Monica studied computer science at Cal Poly San Luis Obispo and began her career as a software engineer and product manager. “I was always creating content on the side,” she says. “When COVID hit, my study abroad program got canceled, and I had six months before my first job to do whatever I wanted. So I started making videos for fun.”

Her earliest clips – quiet, creative tutorials – showcased intricate editorial looks rather than everyday glam. A henna-inspired skull design went viral, giving her a taste of what digital creativity could become. “It was just a hobby that turned into a career,” she says. “I had no intention of this becoming a thing, and I didn’t even know it could be a thing.”

That changed in 2022 when she and a friend filmed a casual lipstick swatch video to demonstrate how a single shade can appear different across skin tones. The post amassed millions of views – and an unexpected debate in the comments. Their response video comparing the same lipstick underlined how color theory works on real skin, not just in marketing copy. The “color theory test” was born.

“It went insanely viral – 30 million views on Instagram, 50 million on YouTube, another 30 on TikTok,” she recalls. “People still can’t believe shades look different on different skin tones.”

Engineering a Creator Career

For Monica, the leap from Silicon Valley logic to beauty content wasn’t as radical as it sounds. She credits her Science, Technology, Engineering, and Mathematics (STEM) background for her methodical approach to social media. “I use a lot of the mindset and principles I built as an engineer,” she says. “We run analytics across Instagram, TikTok, and YouTube, and then use AI for sentiment analysis to understand how people feel about each video.”

Her two-person team blends data with human nuance. “We generate new ideas with AI, but my assistant (who studied sociology) adds her own insights,” Monica explains. “Every week, we bring five new ideas each: two trending, three evergreen. But they all have to solve a problem. That’s the engineering mindset; problem solving.”

Her focus isn’t on virality. “My goal isn’t to be consistently viral,” she says. “It’s to build a really strong community.” That community spans millions across platforms, drawn to her transparent explanations of undertones, pigments, and the cultural context of beauty.

Finding Voice and Representation

Growing up Indian-American deeply shaped Monica’s creative lens. “A lot of my content is to uplift brown girls and the South Asian community,” she says. “But I also consider ‘brown’ to include Latinx, Filipino, and Southeast Asian audiences; anyone who feels unseen in beauty.”

Her storytelling has evolved alongside her art. “After my wedding, I started incorporating more lifestyle content,” she adds. “It gave me space to share what it was like growing up Indian-American.” That openness built an emotional connection. “Because of those stories, people tell me they relate to me. They say, ‘I appreciate your honesty.’ That’s what keeps them around.”

Now married and living in Los Angeles with her husband and dog, Monica is learning to balance her private life with her public platform. Recognition is frequent. “Every time I go out, someone comes up to me,” she says. “It feels strange, because they know so much about you, but I always try to be kind and consistent. I’m in this position because of them, and I’m grateful.”

Monica is represented by a management agency that supports her partnerships and brand collaborations, though she remains deeply involved in every detail. “I still see myself as an engineer running a project,” she laughs. “Only now the project is me.”

The MOB Beauty Collaboration

When MOB Beauty approached her to co-create the perfect red lipstick, Monica had already been searching for that elusive shade for months. 

“I needed a very particular undertone that matched my wedding outfit,” she recalls. “If a lip pulled too warm or too cool, it looked off. But I couldn’t show anyone the outfit, so it felt like going on a wild goose chase.”

The partnership felt organic. MOB’s founders, known for their vegan, silicone-free formulas, shared Monica’s commitment to inclusivity. “Most red lipsticks on the market are benchmarked off MAC Russian Red or Ruby Woo,” she says. “They label them ‘universal,’ but just because it doesn’t look ashy, doesn’t mean it’s universal.”

In the lab, she worked alongside MOB’s CEO (formerly MAC’s head chemist) to refine the formula. “My mom’s signature shade was MAC Russian Red,” Monica says. “He actually created that color. So when he made mine, it came full circle.”

The result: a muted merlot-toned red described as “a dark neutral red.” It features pigments in red, yellow, black, white, and a hint of purple to balance olive undertones. “I wanted a lipstick that didn’t arrive before me,” Monica says. “Something that looked like it belonged with my skin, not against it.”

Her mother appeared in the campaign – an emotional tribute to the woman who first taught her the power of a red lip. “Now she wears it all the time,” Monica says proudly.

Redefining Beauty Through Data and Storytelling

Beyond product launches, Monica is building a data-driven creator business. Her advice for emerging creators is simple: know yourself. “You really have to know who you are and what you enjoy sharing,” she says. “People come for the information, but they stay for your story.”

She pairs authentic content with analytics. “We’re extremely data-driven,” she emphasizes. “We learn more from videos that perform poorly because they show what’s not working.”

Monica also encourages creators to develop authority in a niche. “There are people with followers who can’t monetize because they don’t have a marketable audience,” she explains. “Having authority in one area helps you stand out, but it has to be authentic.”

Above all, she warns against shortcuts. “If you want a long-term career, you have to be honest,” she says. “Karma comes around if you lie on the Internet.”

What performs best today, she believes, is storytelling. “It’s not just ‘three makeup tips for brown skin,’” she says. “Now I’ll say, ‘It took me ten years to perfect my makeup, and I don’t want you to struggle; here’s what I learned.’ That’s still educational, but it connects emotionally.”

Consulting, Education, and Industry Change

Monica has grown into a sought-after consultant for brands such as The Ordinary and Vaseline. “A lot of brands are realizing creators can contribute beyond marketing,” she says. “We’re being brought into labs to help develop formulas.”

Her expertise lies in undertones and olive shade ranges, which were once considered “too niche.” “Now it’s trending,” she notes. “People are realizing they have olive skin and don’t want to spend $70 on an orange foundation. Education is changing the industry.”

Through these consulting collaborations, Monica helps brands identify gaps in inclusivity and expand their shade offerings responsibly. “With more knowledge comes more power,” she says. “When I speak about products now, I know what’s going into them.”

The Future Is Personal

As she continues building her platform, Monica is focused on refining her storytelling and deepening her consulting work. Personally, she’s preparing for her honeymoon at the end of the year.

Looking ahead, her ambitions are clear. “Maybe have my own brand one day,” she says. “All this knowledge would be a waste if I didn’t.” And naturally, she already knows where she’d start. “In the lip category. It’s what people know me for, and what I love the most.”

Photo credits: Grace Bukunmi 

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