Mikayla Nogueira
Mikayla Jane Nogueira Hawken | |
|---|---|
| Born | June 13, 1998 East Freetown, Massachusetts, U.S. |
| Occupation(s) | Social media influencer, entrepreneur |
| Known for | TikTok beauty content, founder of POV Beauty |
Mikayla Jane Nogueira Hawken (born June 13, 1998) is a prominent American social media influencer.
Early life
Born to Patrice, an artist, and Michael Nogueira, who works as an elementary school counselor, Nogueira has an older brother and sister. She is predominantly of Portuguese heritage. Growing up in East Freetown, Massachusetts, she completed her studies at Apponequet Regional High School in 2016. Her fascination with makeup started after acquiring products from Avon Products through a family connection.
Nogueira graduated with a Bachelor of Arts degree in communications from Bryant University in 2020, where she also gained experience interning at a radio station. She briefly pursued graduate education but discontinued due to the transition to full-time virtual learning during the pandemic.
TikTok
Nogueira began producing TikTok content in March 2020 during the COVID-19 pandemic, initially aiming to assist her mother, who is a teacher, in utilizing the platform for instructional purposes. Early videos showcased educational material related to their family farm. She quickly rose to prominence with "The Catfish Challenge," a viral makeup transformation video featuring before-and-after shots. Her TikTok audience expanded rapidly, reaching 2.8 million followers within eight months and growing to 11.9 million by April 2021. Her videos primarily consist of tutorials, product evaluations, beauty routines, and sponsored content.
In December 2020, she received the American Influencer Award for Emerging Makeup Artist of the Year. Formerly employed as a beauty advisor at Ulta Beauty, Nogueira shifted to focusing full-time on her personal brand, Mikayla J Makeup, toward the end of 2020.
Controversy arose when some accused her of fabricating her rural Massachusetts accent based on earlier interviews and footage. Nogueira clarified that her accent was shaped by her Communications education and radio background, adopting a "radio voice" to enhance professionalism and confidence on camera. Additionally, certain viewers have questioned the accuracy of her cosmetic product reviews.
Point of View (POV) Beauty
In March 2025, Nogueira unveiled Point of View Beauty (branded as “POV Beauty”), a skincare-centric beauty line aimed at streamlining makeup preparation. The initial product range features five vegan, cruelty-free items—Drench It, Drip It, Whip It, Glaze It, and Amp It—that are dermatologist-tested and designed to combine clinical skincare benefits with makeup priming. The collection incorporates patented innovations such as FermentVitalComplex and Gripping Glaze Technology to provide hydration, firming effects, and improved makeup wear.
Together with industry expert Ani Hadjinian, Nogueira co-founded the brand and attracted investment from Imaginary Ventures, a venture capital firm established by Natalie Massenet and Nick Brown. Launched on March 26, 2025, POV Beauty experienced rapid consumer interest and quickly sold out its initial inventory.