In a world of no-makeup make-up and slicked again buns, TikTok mega-influencer Mikayla Nogueira has fought a half-decade battle to maintain daring magnificence alive. Now, as she launches her personal make-up line, she’s declaring the finish of the clean-girl period.
“It’s almost dead,” she mentioned of the minimalist make-up development to The Business of Beautydescribing the fresh-faced, blush-heavy, eyeshadow-free look that grew to become a dominant magnificence perfect of the 2020s. After launching her model POV Beauty in March with a skincare vary, her first make-up providing — a lip equipment known as Amp (Okay)it with closely pigmented shades of lip liner and gloss — goes on sale Tuesday.
“I always knew from the first thought of Point of View that it would be a makeup brand,” she mentioned.
For the make-up debut, Nogueira is counting on direct-to-consumer e-commerce and TikTok Shop, kicking off gross sales with a multi-hour livestream on TikTok to display the six-colour lineup that ranges from the mauve pink Strawberry Shortcake to the deep brown Rich Cocoa.
She sees the gross sales energy in the shoppable TikTok livestream format that she’s beforehand used for POV skincare gross sales. Livestreams attraction to audiences for his or her candid nature and reference to the viewers, she mentioned.
“If they’re watching a TikTok video, maybe there’s a little skepticism that there was an edit, or a cut,” she mentioned. “People just like the relatability of a live.” In addition, her followers wish to “feel [like they’re] a part of something.”
“Testing time has been an incredible success, because we’ve done it at three hours. We’ve done it at four hours. They stay with us the entire time frame,” mentioned POV Beauty co-founder and chief govt Ani Hadjinian. After debuting on TikTok Shop in July, the model has bought 28,600 models throughout its product listings.
The Full Beat’s Comeback
Nogueira is assured that now’s the second for POV to strike into color.
“People want to wear makeup again,” she mentioned. “With the products that we come out with, my goal is that it is truly makeup.”
With over 20 million mixed followers on TikTok and Instagram, Nogueira has lengthy been often known as maybe the solely different influencer with magnificence sales-driving energy on par with that of Rhode founder and clear woman magnificence’s primary purveyor Hailey Bieber.
While POV, like Rhode, began with skincare, Nogueira’s new lip kits reveal her full-glam targets for the model. Unlike Rhode’s evenly tinted lip glosses, POV’s make-up is following the unabashedly maximalist aesthetic Nogueira has championed.
“We went to the lab in Korea, and when we were trying it on at first, it just gave that sheer pigment,” she mentioned. Not happy, she requested for extra drama. “They came back with a new sample that had maxed out the pigment.”
The lip equipment, first popularised by Kylie Jenner practically a decade in the past, is having a second once more pushed partly by Nogueira herself, who beforehand bought out a lip equipment collaboration with magnificence model Glamlite three years in the past. In October, crowds lined up round the block in Los Angeles for a Kylie Cosmetics pop-up celebrating the nostalgic “King Kylie” lip equipment assortment launch, which kicked off with an Oct. 17 social gathering attended by Nogueira. Two days earlier, she introduced the Amp (Okay)it at her personal LA dinner, preserving the information closely embargoed till final week.
“2026 is going to be the 10-year anniversary of 2016 makeup, which people just have this insane nostalgia and craving for,” mentioned Nogueira. More make-up is on the approach for POV, as she describes the lip launch as the “dessert” of the product lineup served first.
Also betting on the comeback is the model’s investor Imaginary Ventures, co-founded by Natalie Massenet and identified for its portfolio of heavy-hitting manufacturers together with Skims and the unique no-makeup-makeup label Glossier.
“The next couple years is when you’ll really see the ‘entrée’ of the brand,” Nogueira continued. “You’ll really see how we’re developing makeup, and how we’re, in my opinion, going to be the next big makeup brand.”
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