Get ready, beauty lovers! TikTok’s own Mikayla Nogueira is stepping into the brand owner spotlight with her highly anticipated makeup prep line, Point of View. But is this just another influencer cash grab, or a legitimate game-changer? Let’s dive in.
From Viral Videos to Beauty Boss: The Mikayla Effect
Mikayla Nogueira. The name alone conjures images of bold eye looks, honest reviews, and that unforgettable Boston accent. Since exploding onto the TikTok scene in 2020, Mikayla has amassed a staggering 16.3 million followers. Her relatability and commitment to unfiltered beauty content have made her a trusted voice in the crowded beauty sphere. And now, she’s leveraging that influence to launch Point of View, a brand designed to solve a problem she encountered daily during her time at Ulta Beauty: makeup that just doesn’t *look good*.
“I was approached two years ago with an opportunity to create a brand from my personal journey,” Nogueira told WWD. It all stemmed from customers constantly asking, “Why doesn’t my makeup look like yours?” Her answer? Skin prep. And that’s the problem Point of View hopes to solve.
Point of View: What’s the Vision?
Launching on March 26th, Point of View isn’t just another makeup brand. It’s a curated collection of five products designed to work synergistically to create the perfect canvas for makeup application. Think of it as the ultimate pre-makeup ritual. Here’s what you can expect:
- Drench It: A hydrating priming milk infused with 60% fermented rice water and Biopeptide Complex.
- Drip It: A serum powered by MegaMirrored Molecular Complex, promising a radiant glow.
- Whip It: A moisturizer boasting BarrierBolster Technology, focused on strengthening the skin’s natural defenses.
- Glaze It: A tack primer designed to grip makeup for all-day wear.
- Amp It: A lip treatment with Elastin Glow Technology for a plump and hydrated pout.
Nogueira emphasizes that the products were meticulously designed to be layered together. No dreaded pilling here! And speaking of design…
The Korean Connection: A Deep Dive into Formulation
Mikayla’s obsession with Korean skincare is no secret. So, naturally, she took her product development to South Korea, working directly with labs to bring her vision to life. “I just knew right away I needed to go to Korea to make these products, especially given the textures and how unique they are,” she explained. The focus was on lightweight, layerable formulas that avoid that all-too-common pilling issue. Apparently, countless samples were tested to achieve that perfect balance.
The Team Behind the Dream
It’s not just Mikayla’s passion driving Point of View. She’s partnered with Ani Hadjinian, a seasoned beauty executive with experience at industry giants like Augustinus Bader, Tom Ford, and Bobbi Brown. Hadjinian serves as cofounder and CEO. Plus, the brand has secured backing from Imaginary Ventures, a venture capital firm known for investing in successful beauty brands like Westman Atelier, Skims, and Glossier.
Kelly Dill, a partner at Imaginary Ventures, notes that they took the time to build a relationship with Mikayla because of her prolific content creation. This early-stage investment is a testament to their belief in Mikayla and Ani’s vision. Can you blame them?
Mikayla Nogueira is getting called out over her new beauty brand. What will this mean for the influencer?
The Influencer-to-Founder Pipeline: A Growing Trend
Mikayla is far from the first influencer to launch a beauty brand. In fact, it’s becoming a well-trodden path. Creators are leveraging their massive online followings to build direct-to-consumer brands that resonate with their audiences. Who needs traditional marketing when you have millions of built-in customers?
Here are just a few other influencer-founded beauty brands you’ve definitely heard of:
- Kylie Cosmetics (Kylie Jenner): The OG Instagram-born beauty brand.
- Painted by Charles (James Charles): A vegan and cruelty-free line focused on affordability.
- REFY Beauty (Jess Hunt): Known for enhancing natural beauty, with viral products like the Brow Sculpt.
- Huda Beauty (Huda Kattan): A powerhouse brand built on makeup tutorials and a passion for lashes.
- One Size (Patrick Starrr): Celebrated for its inclusive approach and viral setting spray.
Point of View: A Deep Dive into the Products
Let’s take a closer look at what Point of View is bringing to the table. The debut line includes five distinct products, each crafted to prep the skin and amplify the effects of your makeup:
- Drip It: A serum designed to promote intense hydration and leave your skin with a radiant, healthy glow.
- Drench It: This isn’t your average primer. With a base of 60% fermented rice water and peptides, it delivers a surge of moisture and prepares your skin for the day ahead.
- Whip It: More than just a moisturizer, Whip It features barrier-boosting technology to help fortify the skin’s natural defenses.
- Glaze It: The key to a flawless, long-lasting makeup look? A gripping primer like Glaze It. This product is designed to lock your makeup in place for hours on end.
- Amp It: Don’t neglect your lips! Amp It is a lip treatment formulated with elastin glow technology to ensure your pout is prepped and ready for color.
Is this the downfall of influencers? Mikayla and more influencers are getting called out for their products and content. Watch for more!
The Price Point: What Can You Expect?
While the official prices haven’t been revealed just yet, some fans speculate that the products will retail in the $25-$40 range. If this is the case, Point of View is positioned to be an accessible luxury brand.
Skin Prep First: Mikayla’s Long-Standing Philosophy
Mikayla’s been preaching the importance of skincare since day one. In numerous TikTok videos, she’s emphasized that there’s no such thing as a good makeup routine without proper skin preparation. Now, she’s putting her money where her mouth is with the launch of Point of View.
Mikayla’s new beauty brand has been called messy! Find out more in this quick video.
Final Thoughts: Is Point of View Worth the Hype?
Point of View represents a fascinating intersection of influencer marketing and the beauty industry. Mikayla Nogueira’s massive following, combined with her genuine passion for beauty and a carefully curated product line, could position Point of View for significant success. The investment from Imaginary Ventures adds another layer of credibility. But the real test will be whether the products live up to the hype. Only time will tell. March 26th is the date to watch. Will you be adding Point of View to your beauty routine? What do you think of influencer brands in general? Let us know in the comments!
Beyond the Basics: Level Up Your Makeup Prep Game
Okay, so you’ve got your Point of View goodies. Now what? It’s not just about slapping on some product and hoping for the best. Let’s break down how to truly maximize your makeup prep for a flawless finish that lasts all day. Think of it as building a solid foundation (pun intended!) for your masterpiece.
Tip #1: Listen to Your Skin
Not all skin is created equal. What works wonders for Mikayla might not be ideal for you. Pay attention to how your skin feels after each step. Is it thirsty for more hydration? Maybe you need an extra layer of the Drench It priming milk. Feeling a little oily? Go easy on the Drip It serum. The key is to customize your routine based on your individual needs.
Tip #2: The Art of Layering
Mikayla designed these products to be layered, but there’s a technique to it. Start with the lightest formulas and work your way up to the thicker ones. This ensures that each product absorbs properly and doesn’t pill. Think serum (Drip It), followed by priming milk (Drench It), then moisturizer (Whip It), and finally, the tack primer (Glaze It). Don’t forget that Amp It lip treatment – the perfect final touch before you reach for your lipstick.
Tip #3: Don’t Skip the Massage!
Applying your skincare isn’t just about spreading it on. Take a few extra minutes to gently massage the products into your skin using upward and outward motions. This helps to boost circulation, reduce puffiness, and promote better absorption. It’s like a mini spa treatment at home!
Trend Alert: Skinimalism Meets Makeup Prep
We’re seeing a major shift towards “skinimalism” – embracing a more natural, pared-down approach to makeup. And that starts with prepping your skin so well that you need less makeup in the first place! Point of View perfectly aligns with this trend, offering a curated collection of products that enhance your natural radiance and create a smooth, even canvas.
Expert Advice: The Pro’s Perspective
We tapped celebrity makeup artist [Hypothetical Name] for their thoughts on the importance of makeup prep. “[Quote about how makeup prep is the most important part of any look and how it can make even drugstore makeup look high-end].”
DIY Hack: Elevate Your Routine
Want to take your makeup prep to the next level? Try incorporating a facial roller or gua sha tool into your routine. Gently roll or scrape the tool over your skin after applying your serum and moisturizer to further boost circulation and lymphatic drainage.
Must-Have Tools for Makeup Prep
- Microfiber Headband: To keep your hair out of your face.
- Facial Sponges or Washcloths: For gentle cleansing and exfoliation.
- Facial Roller or Gua Sha: To massage products into your skin and boost circulation.
- Travel-Sized Spray Bottle: Fill with water to dampen your sponge.
Your Turn: Share Your Prep Secrets!
What are your go-to makeup prep tips and tricks? Share them in the comments below! We’d love to hear how you’re using Point of View (or any other products) to achieve a flawless, long-lasting makeup look.
Understanding Point of View: Frequently Asked Questions
What problem does Point of View aim to solve?
Point of View aims to solve the problem of makeup not looking its best due to inadequate skin preparation. The brand’s products are designed to work together to create the perfect canvas for makeup application.
Where are Point of View products manufactured?
Point of View products are manufactured in South Korea, reflecting Mikayla Nogueira’s passion for Korean skincare and the desire for lightweight, layerable formulas.
When will Point of View be available for purchase?
Point of View launched on March 26th.
Who is behind Point of View besides Mikayla Nogueira?
Ani Hadjinian, a seasoned beauty executive with experience at Augustinus Bader, Tom Ford, and Bobbi Brown, serves as cofounder and CEO. The brand also has backing from Imaginary Ventures.
The Future of Influencer Beauty: A Point of View
Mikayla Nogueira’s Point of View stands as a testament to the evolving landscape of the beauty industry, where influencers are transitioning into brand founders. With a dedicated following, a passion for skincare, and the backing of industry experts, Point of View has the potential to make a significant impact. Whether it lives up to the hype remains to be seen, but its launch signifies a noteworthy shift in how beauty brands are created and marketed in the digital age.