Point of View Beauty

Point of View launched on March 26, 2025, founded by Mikayla Nogueira — one of TikTok's most-followed beauty creators, with an audience in the tens of millions — alongside industry veteran Ani Hadjinian and backed by Imaginary Ventures. Rather than open with a lipstick or a foundation, Nogueira built the brand around the step most makeup lines ignore: prep. The debut lineup is a makeup-prep system designed to make everything applied afterward sit, last, and glow better.

The range covers Drench It, a soothing priming milk; Drip It, a nourishing glow serum; Whip It, a hydrating whipped cream; Glaze It, a tacky grip primer for long-lasting makeup; and Amp It, a lip ampoule for intense moisture. Positioned as accessible, repeatable, and creator-tested, Point of View leans on Nogueira's reputation for unfiltered product reviews to build trust — and her ambition is explicitly to grow it into a legacy beauty house rather than a flash-in-the-pan influencer drop. The skin-prep grip primer category puts it in direct conversation with Milk Makeup Hydro Grip and other viral primers ripe for dupe comparisons.