How Social Media Star Mikayla Nogueira Turned ‘an Itch to Do Something Bigger’ into a Skincare Line (Exclusive)
The TikTok star has partnered with beauty entrepreneur Ani Hadjinian to launch Point of View Beauty, a five-product skincare line
Gilbert Flores/Variety via Getty; Point of View Beauty
Mikayla Nogueira is celebrating five years as an influencer in a big way.
“I’m very excited to celebrate five years as a content creator, but you start to get an itch to do something bigger,” the beauty artist-turned-social media star, 26, tells PEOPLE. “I’ve been doing this for so long now, and I’ve grown an incredibly supportive and loyal community, and I started to get the thoughts, ‘What am I going to do next?’”
What came next was Point of View Beauty, a skin prep and priming line that Nogueira says has been a long time in the making. “From my earliest days at Ulta, people would come into the store and ask, ‘Why doesn’t my makeup look good?’ and I would ask the follow-up question, ‘What are you doing to prep your skin?’ and the answer was usually nothing,” she recalls.
Point of View Beauty
She adds, “I would spend every day there showing people what skin prep is and would have to maze through the store to put together a skin-prep routine. There was no one brand where you could just find the steps right there in front of you. That was the light bulb moment for me that there was a space to fill.”
Nogueira partnered with seasoned beauty industry businesswoman Ani Hadjinian to create “an approachable, non-intimidating skin prep line,” that features five key products: toner, serum, moisturizer, primer and limp ampoule to get the job done. “I think people most of the time will underestimate how hard it is to start a brand. You’re going to have ebbs and flows, and every morning there is a new problem to solve.” Hadjinian tells PEOPLE.
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She continues, “So having that stomach to continue to run forward and just to stay in the arena and to basically fight your way through, I think is really, really important, which Mikayla has done. And I think from my perspective as a business operator, one of the main gifts is having access to her community.”
Point of View Beauty
Despite the strength Nogueira draws from her nearly 20 million social media followers — the very community that inspired the line — she’s also learned to weather negative responses. “In the first few years of my career, I was scared all the time. I constantly had anxiety, cried a lot and felt nauseous, worried that people would say something negative and that my career would be over,” she explains.
“Now, five years in, I am genuinely the strongest I've ever been mentally. I feel like there's armor on me. I know who I am, I know my character, I know the love and passion that I put into everything I do, and nothing can hurt me, and I feel the same way about these products. At the end of the day, if a lot of people are talking about you, you're doing something right.”
Related: TikTok Star Mikayla Nogueira Is Married! Inside the 'Classic' Wedding in Rhode Island (Exclusive)
After taking two years to “perfect” the formula, and sampling with panels and friends — “I told them, ‘Please don’t sugarcoat. I need honest feedback,’” Nogueira recalls — the cofounders have created a line that they say will leave your skin “soothed, hydrated, plump and glassy.”
“I think where we're trying to be is having that dynamic conversation of wherever you are in your skin and beauty journey, that's where we will meet you,” Hadjinian explains. “Knowing that we are leaving them set for their skin prep and makeup.”
Point of View Beauty
Related: TikTok's Breakout Beauty Star Mikayla Nogueira Launches First Makeup Collaboration with Glamlite
Looking to the future, Nogueira and Hadjinian are excited about the evolution of skincare products. “We’re seeing an evolution of products with skincare in them, they’re cleaner, there’s less of those ingredients you should avoid,” Nogueira explains. “There’s this hybridity happening where makeup's no longer just makeup. Makeup is meant to become one with your skincare routine in a sense. And I think that's pretty cool.”
POV Beauty is available to shop on povbeauty.com.
Read the original article on People
