Mikayla Nogueira’s Point of View Beauty Focuses on Makeup Prep
Georgia Wray Norsten — March 12, 2025 — Business
References: cosmeticsbusiness
'Point of View Beauty' is shaking up the beauty industry with a skin-first approach to flawless makeup. Created by TikTok sensation Mikayla Nogueira, the brand is launching on March 26 with a five-product lineup designed to perfect skin prep -- an essential step often overlooked in beauty routines.
Nogueira, who built a following of over 16 million on TikTok, was inspired by her experience at Ulta Beauty, where customers constantly asked how to achieve a smooth, long-lasting makeup look. Her answer? It’s all in the prep. Now, she’s offering a streamlined solution with products that hydrate, prime, and perfect the skin before makeup application.
Developed in South Korea with cutting-edge formulations, the range includes a hydrating priming milk, a molecular serum, a barrier-boosting moisturizer, a tack primer, and an elastin-enhancing lip treatment.
Image Credit: cosmeticsbusiness.com
Nogueira, who built a following of over 16 million on TikTok, was inspired by her experience at Ulta Beauty, where customers constantly asked how to achieve a smooth, long-lasting makeup look. Her answer? It’s all in the prep. Now, she’s offering a streamlined solution with products that hydrate, prime, and perfect the skin before makeup application.
Developed in South Korea with cutting-edge formulations, the range includes a hydrating priming milk, a molecular serum, a barrier-boosting moisturizer, a tack primer, and an elastin-enhancing lip treatment.
Image Credit: cosmeticsbusiness.com
Trend Themes
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Skin-first Beauty Movement — The rising focus on skin preparation as the foundation for flawless makeup is gaining traction, with influencer-driven brands emphasizing comprehensive skincare solutions.
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Influencer-driven Product Launches — Social media influencers with substantial followings are successfully translating their personal brand and expertise into marketable products, offering consumers a deeply personal endorsement.
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K-beauty Innovation Integration — The trend of leveraging South Korean innovation in formulation highlights a shift towards adopting international expertise in creating advanced beauty solutions.
Industry Implications
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Skincare Industry — The intersection of skincare and makeup is expanding, creating potential for the development of hybrid products that cater to consumers' desires for efficiency and efficacy.
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Social Media Marketing Industry — The influence of social media personalities in shaping consumer decisions presents opportunities for brands to harness digital platforms for authentic product endorsements.
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Cosmetic Manufacturing Industry — Influencer collaborations in product development are driving demand for specialized manufacturing processes that can bring unique beauty formulations to market.
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