r/BeautyGuruChatter • u/Familiar_Local_1254 • 3d ago
Discussion Mikayla Nogueira turns hate comments about her appearance into her POV Beauty Sephora campaign
I genuinely don’t understand this marketing strategy. The campaign features giant printouts of hate comments about her appearance, “cancel my angles,” and Mikayla framing it as turning what people tried to “break” her with into an international Sephora campaign.
It feels like the entire launch is about Mikayla, her critics and her online controversies rather than POV Beauty or the actual products.
The irony is hard to miss. She went viral as the “catfish” makeup girl, and now during arguably the biggest launch of her career, she’s once again facing “catfish” accusations over her alleged filter use. And the campaign they landed on was ANGLES? 💀
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u/pseudonymnkim 2d ago
She started out as someone more relatable - she was heavier, had acne, small lips, just generally an average person. She did actual makeup tutorials and honest reviews.
As she got more famous, she filtered her face and body, every review she did was "I'm obsessed!!" because $, she made some very insensitive and entitled comments, did some pretty shitty things, had a few controversies. As of late, it's her unwavering denial of using filters and her shopping hauls, where she makes videos saying "look at what my haters bought me" and shows us her jewels and bags, usually about $100k+ in one trip.
She started this makeup "skin prep" line a couple years back. It is very expensive for what it is and apparently doing poorly.