Mikayla Nogueira’s Beauty Brand Has Arrived

Social media star and self-taught makeup artist Mikayla Nogueira has launched Point of View (POV) Beauty, a new brand designed to simplify and elevate makeup prep.

Known for her relatable, real-girl approach to beauty, the 26-year-old has built a community of over 19 million followers across TikTok and Instagram who look to her for makeup tutorials and honest product recommendations. After years spent testing thousands of products, she identified a gap in the market: high-performance skincare that bridges clinical-grade formulas with makeup.

“As a self-taught makeup artist who learned from beauty education books and hands-on experience in beauty retail, I know that great makeup starts with great skin prep,” said Mikayla Nogueira, Founder of Point of View Beauty. “Before my career as a creator, I saw so many people at my retail job facing the same challenge — there wasn’t a brand that made skin prep simple. That inspired me to create Point of View Beauty. I wanted to take everything I’ve learned over the years and give my community the tools to master makeup on their own terms.”

Joining Nogueira at the helm is Co-Founder and CEO Ani Hadjinian, a beauty industry veteran with over 20 years of experience in brand building, product innovation, and marketing strategy. Hadjinian has played a key role in shaping major global brands, including Augustinus Bader, Bobbi Brown, and Tom Ford Beauty.

The brand also launches with the support of Imaginary Ventures, the venture capital firm known for backing early-stage opportunities at the intersection of retail and technology across Europe and the US. Founded by Natalie Massenet and Nick Brown, the New York-based firm has invested in some of today’s most influential consumer brands, including SKIMS, Westman Atelier, Reformation, Kosas, and Glossier.

“At Imaginary Ventures, we are dedicated to shaping the next generation of consumer-first brands,” said Kelly Dill, Imaginary Ventures Partner. “Mikayla’s deep connection with beauty consumers made her the perfect founder to bring this vision to life. With Point of View Beauty, we saw an opportunity to create something truly innovative, products that merge skincare and makeup seamlessly, offering high-performance, multifunctional solutions that redefine the category with a distinct perspective on both the creator and the customer.”

Point of View Beauty empowers individuals to master their own artistry at home through what it calls ‘edutainment’. As Hadjinian explains, “We want to empower everyone to define beauty on their own terms—giving them the confidence to take control of their routine and express their individuality.” From skincare basics to makeup tutorials, povbeauty.com houses a growing library of educational and entertaining videos designed to help users feel confident and informed. The site also features an ingredient glossary, outlining each ingredient used by the brand and its skincare benefits.

The brand’s debut collection features five products designed to hydrate, prime, and perfect the skin for makeup. “With Point of View, we’re redefining the makeup game, starting with skin prep — creating products that seamlessly blend skincare and makeup to set the foundation for the best looks,” said Hadjinian. These skin-prepping products include Drench It, a hydrating priming milk that creates a glassy, smooth base; Drip It, a complexion-enhancing serum that boosts hydration, elasticity, and radiance; Whip It, a rich whipped cream moisturiser that strengthens the skin barrier and enhances luminosity; Glaze It, a gripping tack primer that extends makeup wear while maintaining hydration; and Amp It, a lip treatment that hydrates, smooths, and plumps lips while delivering a glossy finish.

To develop the line, Nogueira and Hadjinian drew on the best of Korean skincare formulations and paired them with US-based innovations to maximise performance. The result is a collection powered by five patented technologies:

• 2x FermentVitalComplex (ginseng, potato, adlay, rice, soybean): Moisturises, brightens, and clarifies skin with a double-fermented blend of Korean-inspired ingredients.
• Megamirrored Molecular Complex (panthenol, niacinamide, HA Complex): Restores vibrancy, strengthens the skin barrier, provides hydration, and enhances natural glow and colour.
• Barrierbolster Technology (ectoin, shea butter, glycerin): Supports the skin barrier, hydrates, and locks in moisture for a plump, radiant complexion.
• Gripping Glaze Technology (niacinamide, glycerin, polymers): Provides glassy, long-lasting adherence under makeup for brighter, smoother, more hydrated skin.
• Elastin Glow Technology (triple butter blend, argan oil, hyaluronic filling spheres): Deeply hydrates and nourishes.

All products are priced between $22 and $38, vegan, cruelty-free, dermatologist-tested, and suitable for sensitive skin.

Point of View Beauty is now available exclusively online at povbeauty.com. News regarding a UK launch has yet to be announced.