TikTok Star Mikayla Nogueira to Launch Beauty Brand Point of View
TikTok star Mikayla Nogueira is launching a beauty brand, backed by Imaginary Ventures.
Point of View Beauty is a makeup prep brand that will launch direct-to-consumer on March 26 with five products: Drench It, a hydrating priming milk infused with 60 percent fermented rice water and Biopeptide Complex; Drip It, a serum powered by MegaMirrored Molecular Complex; Whip It, a moisturizer with BarrierBolster Technology; Glaze It, a tack primer, and Amp It, a lip treatment with Elastin Glow Technology.
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“I was approached two years ago with an opportunity to create a brand from my personal journey,” Nogueira, who has amassed 16.3 million followers on TikTok since joining the platform in 2020, told WWD. “For me, that first came about when I was working in Ulta Beauty. I saw the same things every day from customers. They would come into the store, and they would always ask similar questions along the lines of, ‘why does my makeup never look good, and why doesn’t my makeup look like yours?’ The answer that I always came back with was, ‘well, what are you doing to prep your skin for makeup?’ And they would follow that with, ‘well, I don’t know what that is.’”
She would then guide them through the aisles, handing them products from around five different brands to curate a skin prep routine, which in turn proved to be the impetus for her brand.
“There is no single brand that is curated specifically for makeup that is able to be layered so beautifully that the products are essentially meant for each other. That is how I created this line,” she said. “The five products we’re launching with were specifically designed together on purpose, because they’re meant to work together. I wanted to come up with the solution to this question that I was asked every shift.”
The products were made in Korea, with Nogueira traveling there to work directly with the labs.
“I’ve had such an admiration and obsession with Korean skin care 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 said. “I actually had the opportunity to go to the labs where our products are made, and work with the chemists and tell them exactly what my vision was. They needed to be lightweight. They needed to be layerable. Pilling was something I wanted to avoid. I cannot tell you how many samples we went through to get to that point, because pilling is super common, especially when you’re layering products.”
Nogueira has been working on the brand with Ani Hadjinian, cofounder and chief executive officer, who previously worked at Augustinus Bader, Tom Ford and Bobbi Brown, among others.
Hadjinian was attracted by Nogueira’s cross-generational interest. “She spans across these six generational gaps because she connects to people on this human level.”
While Imaginary Ventures, led by Natalie Massenet and Nick Brown, plays across all stages, it is rare that they are there from the very beginning. It has previously invested in the likes of Westman Atelier, Skims and Glossier.
“We got to know Mikayla well in advance of partnering with her on this venture. We wanted to develop a relationship with her, because she was such a prolific content creator,” said Kelly Dill, a partner at Imaginary. “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.”
Terms of the investment were not disclosed.
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