Boston TikTok sensation, Mikayla Nogueira, abruptly posted a hard launch of her product line this morning on social. It was a fun teaser clip, but suspenseful and easily evocative of a biographical flick. More simply, in the words of social media buzz, “it was very much giving main character energy.”
@mikaylanogueira @pointofview ♬ original sound - Mikayla Nogueira
"This has been in the making for 2 years," Mikayla told us. But, what came as a surprise to Mikayla’s 16.3 million followers is her choice to launch a skincare line rather than a makeup line. Known for her signature glam queen look of foundation, brows, lashes, and full contour, it seems that she would have positioned herself in the makeup industry rather than the skincare industry.
What is it, and why is she launching a skincare line?
The makeup line is called PointofView, based on TikToK’s POV trend, but it also seems to pay homage to her “come up story,” one that has amassed millions of loyal followers. From the beginning, Mikayla shared her decision to quit her ULTA job. She was also living with her parents at the time. Determined to turn the tables, she shared all of these experiences and her POV publicly. She broadcasted her journey of “digging herself out ot the trenches” as one follower remarked..
On March 26th, the line is launching with 5 products with prices that haven’t yet been released.
The 5 cruelty-free products in the initial lineup are:
Amp it - Lip Ampule Lip Plumper
Drench it - Sooting Priming
Drip it - Nourishing Glow Serum
Whip it - Hydrating Whipped Cream
Glaze it - Glazy Tacky Primer
To some, the initial website, marketing videos, and packaging might appear “very 2013 minimalistic, and having a roboto-type font aesthetic.” Furthermore, many commented how the branding mimics a mix of The Ordinary and Rhode Beauty.
These call outs are somewhat compelling as thetoner called “a milky toner” looks and sounds suspiciously similar to Rhode Beauty's, viral, milky, toner product. Nevertheless, I have yet to make any conclusions on the brand.
As an aesthetician, I am always interested in ingredient analyses, and I am very curious to see how this ingredient list compares or contrasts to Hailey Bieber’s Rhode beauty products.
The last product in the PointofView skincare lineup is a makeup primer, and in my view, this product appears to be the most authentic because of how it aligns with her content and expertise. Furthermore, these products seem to be made in Korea, one of the hubs and leading spaces for skincare ingredients, sourcing, production, and manufacturing. Although this is not yet confirmed, it seems highly likely, and the comments are already anticipating it.
Although comments under Mikayla’s video are filled with support and admiration, the launch has been met with skepticism, perplexity, and concern from other content creators and viewers. “Name a more disingenuous influencer to create,” one commenter remarked, although the comment perhaps seems to be deleted.
Why the distrust?
The TikTok "Mascara Gate" Scandal
Many question Mykayla's ability to remain authentic in the face of profit gains. In 2023, she did a Mascara ad, and to demonstrate the results, she put on false lashes and alluded to the idea that they were natural. Of course, this was misleading and created a total PR storm. As time magazine states in 2023, Mikayla "faced a tidal wave of backlash online as people accused her of wearing fake lashes to amplify the mascara’s effects, thereby providing inauthentic advice." So, now loyal followers are supposed to trust that she'll remain transparent with her own skincare line?
Read more about the "Mascara-Gate" scandal here.
I also cover this in a TikTok
@cassandrabankson As someone who loves and trusted Mikayla‘a reviews, this sucks. Doesn’t matter if commercials do it too, it’s not okay. ##greenscreenvideo##mascaragate##lorealmascara##mikaylanogueira##lorealtelescopic ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey
Nevertheless, I’m personally very curious about the full ingredient lists, and how these formulas hold up to others on the market. Especially considering current economic trends and the US federal government’s recent discussions around an “impending recession.” It may be the worst possible time to launch a new direct-to-consumer beauty brand, especially if the prices aren’t budget-friendly.
Speaking of the business of business, it’s interesting to know that Mikayla is not the CEO of this brand. She claims to have been working on it for two years, and her current TikTok bio states that she is the founder. However, it appears that she is acting more like an ambassador, the face of the brand, or perhaps even a creative director.
Plus, this is a privately held company. We don’t know if Mikayla actually owns the company, what percentage of shares, or leverage she holds. Some are questioning if she is just a "pretty-faced puppet trying to push a skin care line for a quick dollar?"
But perhaps, she is genuinely passionate about skincare.
It’s true that she’s been open about her struggle with her skin. Plus, she’s always speaking about skin prep before wearing several layers of makeup. And actually, followers rave about her “glowy skin.”
So, could she simply be sharing her solution?
On the other hand, there are conversations describing this launch as "a strategic PR move that allows Mikayla to create and monetize her own brand without getting in the way of the various makeup sponsors within her current content pipeline."
At the end of the day, any PR is good PR, and even if the initial reviews are mixed or negative, she’s making a buzz online.
I am very excited to analyze the full ingredient lineup and compare these products as well as prices to the other skincare lines, especially celebrity beauty brands that currently exist on the market.