POV Beauty
Mid-Range“Mikayla Nogueira's creator-built makeup brand.”
By Viktoria @vioda.makeup · Published · Updated
POV Beauty is a mid range makeup brand from the United States, founded in 2025 by Mikayla Nogueira (with Ani Hadjinian). It's best known for its Founded by TikTok star Mikayla Nogueira, $1M in sales in first eight minutes and Glaze It tacky grip primer.
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.
Popular Products
What POV Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Glaze It Tacky Grip Primer
- Drench It Priming Milk
- Amp It Amplifying Lip Ampoule
- Amp (K)its lip liner + treatment duos
- Drip It Glow Serum
Known For
Brand Philosophy
Makeup as self-expression — bold, scented, high-impact glam that pushes back against the muted clean-girl look, starting with the prep step most lines skip.
FAQ
POV Beauty Official Channels
Where to buy, and how to reach POV Beauty customer service directly.