Mikayla Nogueira
Mikalya Nogueira (28) is a beauty influencer, makeup artist, business woman, and entrepreneur. Nogueira was born and raised in Massachusetts and went on to attend Bryant University, where she graduated with a Bachelor of Arts in Communication. From there, she started a job at Ulta Beauty and worked as a beauty advisor for around 1.5-2 years. However, she ended up leaving this job in October of 2020.
Not long after this, Nogueira started posting on social media. She was beloved for her down to earth personality and candid cosmetic product reviews. At the time, this was very hard to find from an influencer who was being paid to promote products. Someone who could give genuine advice to the beauty community was very refreshing.
However, this facade quickly faded. Nogueira started receiving more and more sponsorships and started promoting products she had previously negatively reviewed. This caused a rift between her and the community who supported her small beginnings. Furthermore, she started posting her large hauls of hundreds of thousands of dollars of designer goods, which only furthered the anger of the community. She has lost a lot of her reliability within her own community.
All of this is to say, Nogueira used a different strategy to gain traction and popularity. She essentially wanted to make people mad, gaining more attention, and ultimately making more money off of people. The very same people screaming in her comment sections are the ones (indirectly) putting money in her pocket. This was unheard of, especially since she somehow still has loyal followers to this day.
Nogueira has now capitalized on this popularity and has launched herself in the beauty space by creating POV Beauty. Launched in 2025, POV Beauty is a skin-prep focused brand, which focuses on the products you use before makeup. I personally think this is a brilliant idea for her to make even more money. She’s selling products that her fans will buy, that her haters will also purchase in the hopes of slandering her brand, making her even more money. Furthermore, since it’s not actual makeup she’s using, she can promote her own line of products right before promoting even more products from other brands, again bringing in more money.
POV Beauty made around $1 million within its first 7-8 minutes of launching. This only demonstrates further that if you are part of her audience, you are likely going to buy her products one way or another. POV Beauty has also just launched into Sephora which is a massive accomplishment for such a young business.
Even though Mikayla’s actions and decisions are unorthodox and somewhat unethical, it’s hard to deny that her ideas are very lucrative within the beauty industry.