TikTok Influencer Mikayla Nogueira’s POV Beauty Is Launching Makeup

Mikayla Nogueira is making her move into color cosmetics.

Seven months after introducing her beauty brand, Point of View Beauty, in March with a line of skin prep essentials, the TikTok star will launch her first makeup products on Nov. 4, starting with her take on lip kits.

Called Amp (K)its, the lip liner and treatment duos entail tinted iterations of the brand’s original Amp It Amplifying Lip Ampoule paired with corresponding, high-impact lip liners in six scented shades ranging from Vanilla Latte to Strawberry Shortcake. The duos retail for $34 and will be available to shop via the brand’s website.

“Everyone loves a lip combo — it’s a universal thing we can all enjoy,” said Nogueira, referring to the defining trend of multistep lip routines. “I describe Point of View as a coursed-out meal; the skin prep was an appetizer, and we’re skipping to dessert for a little with the lip kits as a preview of what’s to come, because a lot of the things we’re working on take so much time and development and I want them to be perfect.”

The lip treatment ampoules are infused with argan oil, omega 6 and hyaluronic acid and feature a relatively opaque pigment to align with the impact of the Contour It Lip Pencils.

“When we were developing the formula at first, it was more of a sheer wash, which I didn’t think was different enough,” Nogueira said. “When they brought out the samples with the maxed-out pigment — that’s when I said, ‘yes, this is the direction I want to go.’ We’re trying to push the boundary of bringing makeup back — everything you see us come out with, makeup-wise, is going to be full-coverage, impact makeup, not the typical ‘clean girl’ aesthetic, no-makeup makeup.”

Though Nogueira did not comment on sales expectations for the launch, industry sources estimate the Amp (K)its could reach eight-figure sales during their first year on the market.

The color foray is much-anticipated by fans of Nogueira, who has 17.2 million TikTok followers and is known for her full-face makeup looks and in-depth product reviews. Customer favorites from POV thus far, Nogueira said, include the Whip It whipped facial moisturizer and the Drip It glow-boosting serum, which retail for $38 and $36, respectively. Other products in the range include a Drench It priming milk and a Glaze It tacky primer, $34 and $28.

“I don’t view these products as user-friendly, because they do require a certain level of education,” said Nogueira, pointing to the Contour It lip liners, for instance, which set quickly to minimize color transfer, and thus don’t allow ample time for blending.

To that end, Nogueira is leaning into educating via her platforms to help consumers of all makeup knowledge levels understand how to best use POV products.

“It’s my mission to explain to people that these are going to last all day on your lips, but let me show you how to make sure you’re getting the perfect application so you’re not struggling,” said the creator, who also launched POV on TikTok Shop in July, netting $12,000 in sales on the platform during the first 12 minutes.

Since then, the brand has sold more than 28,000 products via TikTok Shop, with the $92 3-piece Renew It bundle featuring Whip It, Drip It and Drench It being the top seller.

“TikTok Shop has this incredible halo effect on our overall business — from a channel perspective, it’s very much a marketing vehicle,” said POV chief executive officer Ani Hadjinian, who has previously held senior leadership roles at brands including Augustinus Bader and Bobbi Brown Cosmetics.

Like Nogueira’s audience, the customer base of POV “runs the gamut,” Hadjinian said. “We have the young consumers who are just starting their journey into into makeup, but also on the other end of the spectrum, we have people who are older, who are not only buying for themselves, but are also buying for their daughters.”

Engaging with this community — and continuing to teach its members about other beauty brands and products she enjoys and tests — is key to Nogueira’s approach as both a creator and founder.

“As someone who is obsessed with beauty, it would be very unusual if I launched POV and all the other brands around me disappeared,” said Nogueira. “The most challenging part of being a founder has been balancing this career with [my influencer career] and making them work harmoniously, but that’s the learning experience of all this. I would become depressed if I only ever spoke about POV.”

Through POV Labs, which is Nogueira’s nascent platform for cross-brand masterclasses, she has teamed with companies from Rare Beauty to Patrick Ta Beauty to show how POV products can be used alongside those from other well-loved brands.

“I like to show that we can all exist in this space,” said Nogueira.