TikTok beauty influencer Mikayla Nogueira is entering the cosmetics market with the launch of her own brand, Point of View Beauty.
Backed by capital firm Imaginary Ventures, the brand will debut direct-to-consumer on 26 March with a five-product range focused on make-up preparation.
The line-up includes a hydrating priming milk, infused with 60% fermented rice water and biopeptide complex; a serum featuring molecular complex; Whip It, a moisturiser powered by barrier bolster technology; Glaze It, a tack primer; and Amp It, a lip treatment with elastin glow technology.
Nogueira, who has amassed 16.3 million TikTok followers since joining the platform in 2020, said the inspiration for her brand stemmed from her time working at Ulta Beauty.
“I was approached two years ago with an opportunity to create a brand from my personal journey,” Nogueira told WWD.
“When I worked in retail, customers would often ask why their make-up never looked as flawless as mine.
“My answer was always the same: ‘How are you prepping your skin for makeup?’ More often than not, they didn’t know what that meant.”
To bridge this gap, she would guide customers through the aisles, curating a skin prep routine from multiple brands, a process that has now become the catalyst of Point of View Beauty.
The range was formulated and manufactured in South Korea, with Nogueira working closely with labs throughout the development process.
She partnered with Ani Hadjinian, the brand’s co-founder and CEO, whose experience spans roles at Augustinus Bader, Tom Ford and Bobbi Brown.
Imaginary Ventures, co-founded by Natalie Massenet and Nick Brown, has previously backed brands such as Westman Atelier, Skims and Glossier.
However, the firm rarely invests at such an early stage.
“We got to know Mikayla well in advance of partnering with her on this venture,” said Kelly Dill, Partner at Imaginary Ventures.
“We wanted to develop a relationship with her because she was such a prolific content creator.
“It’s special to come in this early, and I think it’s a real testament to our belief in the vision of Mikayla and Ani.”
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