Mikayla Nogueira Launches Mikayla Nogueira Brand “POV”

Renowned TikTok beauty influencer Mikayla Nogueira has unveiled her latest venture: a beauty brand named Point of View (POV). Scheduled for launch on March 26, POV aims to establish itself as a legacy brand in the beauty industry, moving beyond the typical influencer-led product lines.

Brand Genesis and Vision

Nogueira, who has amassed over 16 million followers on TikTok since her rise to prominence in 2020, has been contemplating this move for some time. She expressed a desire to create something enduring, stating, “I want to build a brand that leaves a legacy and can thrive.” This ambition reflects her intent to be recognized not just as a social media influencer but as a significant contributor to the beauty industry.

Product Lineup

POV’s inaugural collection focuses on skin preparation, introducing five products designed to enhance makeup application:

• Drench It: A hydrating priming milk infused with 60% fermented rice water and peptides.
  
• Drip It: A serum aimed at promoting hydration and a natural glow.
  
• Whip It: A moisturizer with barrier-boosting properties to nourish the skin.
  
• Glaze It: A gripping primer formulated to ensure long-lasting makeup wear.
  
• Amp It: A lip treatment designed to prepare lips for color application.
  

Each product has been meticulously formulated to work synergistically, ensuring compatibility and effectiveness without issues like pilling.

Strategic Partnerships and Market Positioning

POV has secured backing from Imaginary Ventures, an investment firm known for supporting successful brands such as Skims, Glossier, and Kosas. While the specific terms of this partnership remain undisclosed, this collaboration underscores the brand’s potential and strategic market positioning.

Nogueira has partnered with Ani Hadjinian, a seasoned beauty executive with experience at brands like Bobbi Brown and Augustinus Bader, who will serve as co-founder and CEO of POV. This collaboration aims to combine Nogueira’s digital influence with Hadjinian’s industry expertise to create a brand that resonates with a broad audience.

Community Engagement and Launch Strategy

In anticipation of the launch, POV’s Instagram account has garnered over 81,000 followers, reflecting strong pre-launch interest. Nogueira plans to engage her community through educational and entertaining content, ensuring that potential customers are well-informed about the products. Additionally, there are plans to involve her followers directly, possibly through PR boxes and interactive challenges, fostering a sense of community and inclusion.

POV will be available for purchase directly through its website and via TikTok Shop, aligning with Nogueira’s strong presence on the platform. This multi-channel approach aims to provide a seamless shopping experience for her diverse audience.

As the beauty industry continues to evolve, Mikayla Nogueira’s Point of View is poised to make a significant impact, blending influencer insight with professional expertise to offer products that cater to both makeup enthusiasts and everyday consumers.