Mikayla Nogueira and Ani Hadjinian Detail POV Beauty Expansion Strategy
Mikayla Nogueira recently discussed the launch of POV Beauty alongside CEO Ani Hadjinian. According to Glossy Beauty, the brand debuted in 2025 and secured distribution across all Sephora locations in the United States and Canada. The strategy focuses on transitioning TikTok engagement into long-term consumer habits within the skin prep and complexion categories.
Context from Industry Pulse
The beauty industry is seeing a shift in how creator-led brands approach traditional retail. While many influencer brands struggle to move past initial hype, POV Beauty entered the market in 2025 with a full North American Sephora distribution deal already in place. This move mirrors broader sector activity where established conglomerates and indie labels alike are fighting for shelf space. With Shiseido reporting underperformance in brands like Drunk Elephant and Rhode eyeing massive sales milestones, the pressure for creator brands to deliver consistent repeat customers is high. By hiring a CEO with experience at Estée Lauder and Tom Ford, Nogueira is prioritizing operational expertise to stabilize the volatile nature of social media demand.
"Engagement does not necessarily equal demand or your forecast, and so I think for us, it’s really taking it with a grain of salt."
The brand foundation for POV Beauty rests on the intersection of professional retail experience and digital influence. As Glossy Beauty reports, founder Mikayla Nogueira spent a decade working in special effects makeup at a haunted house before moving into beauty retail at Ulta Beauty. It was during her time in retail that she identified a significant gap in the market regarding consumer confusion. She noted that shoppers often felt overwhelmed by the volume of products available and struggled to achieve professional-level results with their makeup applications.
To address these concerns, the brand prioritizes tools and formulas that simplify the makeup process for home users. Glossy Beauty highlights that the current product lineup focuses on skin preparation and complexion, with a broader goal of expanding into additional beauty categories. The development process involves a balance between Nogueira’s personal makeup preferences and direct feedback from her digital community regarding their specific needs and product cravings.
Management of the brand is overseen by co-founder and CEO Ani Hadjinian, who brought a high-level corporate background from Estée Lauder, Bobbi Brown, and Augustinus Bader. As Glossy Beauty notes, the leadership team views social media virality with caution. Rather than relying solely on high view counts or temporary engagement, the company focuses on building systemic habits that encourage repeat purchases. This approach is designed to move beyond the initial ease of a first-time sale to establish a sustainable customer base.
According to Glossy Beauty, the brand’s rapid retail scaling was a primary objective from its 2025 inception. By entering every Sephora store in North America, the brand has moved from a digital-first concept to a major brick-and-mortar player. The partnership between a career creator and a seasoned beauty executive serves as the primary playbook for navigating the competitive retail landscape and translating online influence into physical store success.
The Industry Pulse Bottom Line
POV Beauty represents a maturing creator-brand model that prioritizes retail experience and executive leadership over pure social media metrics to build long-term consumer habits and category expansion.