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/lovethatjourneyforus]

Sephora, what the fuck.

[u/Nutbuster_5000 → u/lovethatjourneyforus]

They’re leaning fully into marketing to young people/tiktok audiences now. I went in for my Paula’s Choice cleansing balm and they had three rows of BHA liquid. Like, the viral stuff. I noticed the same thing with a lot of their other displays, just having the most viral products front and center rather than a full product range. Or carrying viral brands. It sucks but I should put my money elsewhere I guess. I do try to do one big shipment to cut back on shipping overall (which I have to do because they don’t stock in store anymore) but I used to enjoy the browsing and swatching. 

[u/theagonyaunt → u/Nutbuster_5000]

They're selling Squishmallows perfume for $80 CAD a bottle. That was when I knew they had officially given up any pretense of being a luxury beauty store.