NOGUEIRA
Mikayla

• 1. Career
• 1.1. TikTok
• 1.2. Point of View (POV) Beauty

Mikayla Jane Nogueira is an American social media influencer and businesswoman. She has over 17 million followers on TikTok, where she posts beauty and makeup content. She is also the co-founder of the cosmetics brand POV Beauty.

Career

TikTok

Nogueira was employed by Ulta Beauty as a beauty advisor until late 2020. She originally created her TikTok page in March of 2020 to help her mother, a teacher, continue educating her students during the COVID-19 pandemic. Nogueira eventually participated in "The Catfish Challenge", a viral TikTok trend in which a person compares their appearance before and after makeup. That video accrued thousands of views within hours of posting. Nogueira now posts tutorials, reviews, beauty routines, promotions, and other beauty and makeup videos. In December 2020, Nogueira won the American Influencer Award for Emerging Makeup Artist of the Year. Nogueira had 4.5 million followers by March of 2021, and her following has grown to 17.4 million as of February 2026.

Nogueira was accused of faking her rural Massachusetts accent based on videos from her college career and early TikTok videos in which she had "a neutral East Coast accent". Nogueira responded that the accent heard in those earlier clips was her "customer service voice": "So over the years, I created this voice that I would use when I was on the radio or at my internship. Everyone has a customer service voice, right? So, when I first started making my TikToks, I would use my radio voice because it was professional." Viewers have also criticized many of her cosmetic reviews as misleading, including those for her own brand.

Point of View (POV) Beauty

Nogueira launched Point of View Beauty (stylized as "POV Beauty") alongside co-founder Ani Hadjinian and venture capital firm Imaginary Ventures in March of 2025. The brand initially offered five products aimed at preparing skin for makeup application, including four for the face and one for the lips. Nogueira and POV Beauty used social media marketing tactics to advertise the products, including hiring a content team, giving product boxes to creators and community members, and designing applicators to be visually appealing on camera. Sales reportedly reached $1 million in the first 7 minutes following launch, with over 100,000 people joining the waitlist for the restock. POV Beauty has since released a series of lip products as well.