POV Beauty Is Headed to Sephora
POV Beauty, Mikayla Nogueira’s beauty brand built entirely around pre-makeup skin preparation, is officially entering Sephora.
The brand, which Nogueira created alongside beauty executive Ani Hadjinian, lands at a time when the line between complexion care and cosmetic application continues to blur. Rather than positioning itself as standard skincare or traditional cosmetics, POV Beauty creates formulas designed to sit directly underneath makeup or function on their own.
The initial Sephora lineup will include five of the brand’s skincare-prep products: Drench It, Drip It, Whip It, Glaze It, and Amp It Lip Ampoules.
Nogueira, who built a massive following through online beauty reviews before co-founding the business, views the retail expansion as an opportunity to create a richer brand experience. “We built POV Beauty by listening to our community,” she said. “Seeing our brand launch at Sephora is an absolute milestone, giving our community a space to physically discover and play with our hero formulas.”
From Sephora’s perspective, adding the prep-focused range addresses growing customer demand for hybrid routines that prioritise skin health alongside makeup.
“POV Beauty is redefining an emerging category at the intersection of skincare and makeup — and Sephora is proud to partner in bringing it to our clients across North America. With its high-performance, barrier-first formulas and unique approach to ‘skincare-prep’ before makeup, POV Beauty fills a meaningful whitespace in our assortment and reflects Sephora’s longstanding commitment to offering brands that are shaping the future of beauty,” said Carolyn Bojanowski, EVP, Merchandising at Sephora US. “We’re excited to continue expanding our assortment with the latest in beauty innovation and know that POV Beauty’s mission to empower individuality will deeply resonate with our Sephora community.”
Sephora shoppers will be able to access the brand in stores and online at sephora.com from 3 September 2026.