POV Beauty
Mid-Range“Mikayla Nogueira's creator-built makeup brand.”
POV Beauty (Point of View Beauty) is the brand from TikTok megastar Mikayla Nogueira, built with industry veteran Ani Hadjinian and backed by Imaginary Ventures. It launched direct-to-consumer on March 26, 2025 with a skin-prep-first lineup and reportedly did $1 million in sales in its first eight minutes — one of the biggest creator-brand debuts of the year — before expanding to TikTok Shop that July.
The brand moved into color makeup in November 2025 with its Amp (K)its lip kits, pairing liners with the Amp It Amplifying Lip Ampoule. POV positions itself against the muted 'clean girl' aesthetic in favor of expressive, scented, high-impact glam, leaning entirely on Nogueira's 16-million-strong following and TikTok Shop distribution rather than traditional retail.
Known For
Flagship Products
- Amp It Amplifying Lip Ampoule
- Amp (K)its lip liner + treatment duos
- Skin-prep essentials
Brand Philosophy
Makeup as self-expression — bold, scented, high-impact glam that pushes back against the muted clean-girl look.
FAQ
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for POV Beauty. Researched from official brand sources — always confirm before sending.
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]