Mikayla Nogueira is Launching Point of View Beauty
Will It Succeed Where Others Have Struggled?
TikTok’s reigning beauty queen, Mikayla Nogueira, is stepping into the brand founder space with Point of View Beauty, a makeup prep line designed to perfect the skin before foundation touches your face.
The launch, set for March 26, introduces five products that promise to create the ideal canvas for makeup. But in a world where influencer beauty brands are more common than ever—and not all succeed—can Mikayla carve out a lasting legacy?
Let’s break down the launch, what makes this brand different, and the lessons Point of View Beauty can take from the past missteps of influencer-founded brands.
https://www.tiktok.com/t/ZT2Vp5fnA/What Is Point of View Beauty?
Point of View Beauty is all about skin prep. As someone who spent years working at Ulta Beauty, Mikayla saw firsthand that many customers struggled with getting their makeup to sit properly on their skin. The common denominator? A lack of proper skin preparation. That’s the foundation of this brand—giving consumers a curated set of products that work together to ensure a flawless base.
Here’s what’s launching on March 26:
Drench It ($34): A hydrating priming milk infused with 60% fermented rice water and biopeptide complex.
Drip It ($36): A glow-boosting serum powered by MegaMirrored Molecular Complex, a proprietary blend designed to enhance skin luminosity and hydration through light-reflecting particles and advanced skin-replenishing molecules.
Whip It ($38): A moisturizer featuring BarrierBolster Technology, formulated to strengthen the skin’s natural moisture barrier, helping to lock in hydration and protect against environmental stressors.
Glaze It ($28): A tacky primer designed to grip makeup for extended wear.
Amp It ($22): A lip treatment formulated with Elastin Glow Technology, which aims to improve lip texture, elasticity, and hydration for a plump, smooth appearance.
The brand has been formulated and manufactured in South Korea, a choice that makes sense given K-beauty’s reputation for high-quality skincare textures and innovation. Mikayla worked closely with labs to fine-tune these formulas, ensuring they layer well without pilling—something that’s often a challenge in multi-step skincare routines.
Backing this venture is Imaginary Ventures, the firm behind major beauty powerhouses like Glossier, Skims, and Westman Atelier. They don’t typically invest at such an early stage, which signals strong confidence in Mikayla and the brand’s potential.
The Genius Move: Partnering with Ani Hadjinian
Here’s where Mikayla made a wise decision: she didn’t try to do it all herself.
Enter Ani Hadjinian, Point of View Beauty’s co-founder and CEO. Hadjinian is a seasoned beauty industry executive with a résumé that includes Augustinus Bader, Tom Ford Beauty, and Bobbi Brown. This partnership gives the brand a significant edge because Mikayla is the face and the driving creative force, and Ani brings the operational expertise to ensure business operations run smoothly.
Many influencer brands fail to do this. They assume a massive following is enough to sustain a brand, but beauty is a business first. A Strong leader surrounds themselves with experienced professionals, and Mikayla seems to understand this better than most. Hadjinian’s leadership means supply chain issues, retail distribution, and product development are in the hands of someone who’s been through it all before.
The Challenge of Influencer Brands—and How Point of View Beauty Can Avoid the Pitfalls
Launching an influencer beauty brand is not guaranteed success, no matter how big the following. Just look at Painted by James Charles and Jaclyn Hill Cosmetics. Both brands struggled with quality control issues, marketing missteps, and, in some cases, a lack of clear identity.
As someone with over 20 years in marketing communications, I’ve seen firsthand what makes a brand resonate beyond the launch hype. Here’s what Mikayla’s brand needs to do to avoid common pitfalls:
1. Quality is Everything
Consumers are savvier than ever. If a product doesn’t deliver, word will spread like wildfire on social media. Some influencer brands have launched with rushed formulations, subpar packaging, or misleading claims, which has cost them in the long run. Point of View Beauty’s Korean-manufactured formulas are a good sign that quality has been prioritized, but execution will be key.
2. Transparency and Trust
One of the biggest mistakes influencer brands make is losing consumer trust. If an influencer or celebrity brand overpromises or fails to address criticism openly, it can lead to long-term reputation damage. Mikayla has built her career on honesty, but running a brand differs from reviewing products. She’ll need to keep communication open and address feedback head-on.
3. Longevity Beyond the Hype
The first launch is exciting, but what happens next? Many influencer brands debut with strong sales, only to fizzle out because they lack a long-term vision. A smart approach would be slow, strategic expansion—perhaps adding complexion products next rather than flooding the market too quickly.
4. A Brand Identity That Feels Distinct
The beauty market is crowded, and the last thing beauty lovers need is another generic skincare brand. Point of View Beauty’s focus on makeup prep is a strong differentiator. Still, the brand must hammer this home in its messaging and education to clarify why it exists.
Final Thoughts—Will Point of View Beauty Succeed?
There’s no denying Mikayla is entering the beauty space at a crucial moment. Consumers are more skeptical than ever about influencer brands. Still, she’s making brilliant moves that could set her up for success. She’s addressing a real gap in the market with makeup prep often overlooked, partnering with industry experts instead of going at it alone, and has strong financial backing from a respected firm.
Still, the road ahead isn’t easy. The biggest test will be how these products perform in real life and whether the brand can build momentum beyond launch day.
What do you think—will Point of View Beauty have staying power, or is it another influencer cash grab?
It will be interesting. I did reach out to the brand itself because I do want to know how the skin prep line up is different than skin care, is it because it’s developed to play well together? Like if you use one of the items (other than the lip) and mix it with another skincare product you like, will it be utter disaster? So let’s keep our fingers crossed I hear back.
Wait. Her pricing ?? Ummmm no. Sorry