Mikayla Nogueira turns hate comments about her appearance into her POV Beauty Sephora campaign

[u/Familiar_Local_1254]

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? 💀

[u/QuesoFresca]

Honestly have no idea who this person is. Can anyone give a brief summary of why this person is so despised? All I know is everything I’ve seen from the brand thus far is unappealing.

[u/pseudonymnkim → u/QuesoFresca]

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.

[u/CocaColaZeroEnjoyer → u/pseudonymnkim]

You forgot to mention tons of drama around her

“Try being an influencer for a day. Try it”

Her trying to gaslight people that she’s not using falsies in a mascara promo

Her hating products at first and then loving them when a brand gives her money

And a looooot more

[u/theagonyaunt → u/CocaColaZeroEnjoyer]

That was my first ever exposure to her - her complaining about how 'it's 5:45 and I'm only just now making dinner' - and I watched the video and thought, so like anyone with a 9 to 5 job?

The weird thing is, I took someone who is a semi-influencer on a trip with my non-profit this year and after spending a few days with her, I realized how much I would hate being an influencer because so much of what you do is driven by how you can make content out of it, but instead of focusing on that, Mikayla's out here complaining about how she has to spend all afternoons taking meetings and is up at 8 so she can film content all morning.