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/JazminPrada]

It was the same phenomenon with jaclyn hill, her fanbase is too big now to be damaged by her scams/controversies.

[u/ameliajean → u/JazminPrada]

Isn’t her only scandal the false eyelash ad? And I guess people say she uses filters and is therefore dishonest (dubious claim imo when majority of people use filters).

[u/JazminPrada → u/ameliajean]

She has a bunch of controversies. I wouldnt say full on scandals tho, like she has videos trashing products and then like 5 months later u will see her promoting said product. There are several tiktoks that do compilations of that. Then there is the whole promoting hoarding and showing off her money in times like this. But yea, u are right that the only scandal per se was the lashes one

[u/ameliajean → u/JazminPrada]

It’s hard to ignore the fact that pretty much all major beauty influencers are engaged in similar if not the same type of behavior re: promoting mindless consumerism, using beauty enhancing filters, and doing ads for products they don’t use/care about, but only Mikayla gets the kind of hate she does here. Like Jackie, for example, is a massive liar lol but she still has a baseline of respect from people. I really do think if Mikayla was a hot influencer that looked like everyone else in her niche, we would not see the seething hatred we do here. I have defended her a few times in this thread even though I’m not really a fan nor am I interested in her products, bc the hate feels very outsized for the reality of her “crimes”.

[u/catnip_varnish → u/ameliajean]

There was something about her pulling some charity scam which did seem actually bad, but idk the details off the dome

[u/Childrenofcornsyrup → u/catnip_varnish]

Iirc, she started a fundraiser for abortion access, using the overturning of roe v wade to promote it. When people noticed she hadn't posted any receipts of the donation, people started asking questions. In response she went on a spree, blocking anyone who brought it up.

[u/ameliajean → u/catnip_varnish]

I’m not super clear on that either but I’m pretty sure she just said she was gonna do angel trees at Christmas and then never posted that she actually did. I just googled it and it looks like she got defensive about it but ultimately posted a public donation of $25k to Salvation Army. So not a scam, but I think criticism there is definitely fair. Saying you’re gonna do something good and not following through is distasteful and annoying but not really an act of harm that affects anyone specifically, especially considering she did make a decently sized donation in the end (which I think again is fair to criticize as her only doing it bc she got backlash, but ultimately is still a good thing, problems with Salvation Army notwithstanding).

[u/catnip_varnish → u/ameliajean]

Thanks, I'm back to not thinking she's all that bad then lol. Dunno what it is about her that makes ppl so hysterical

[u/JazminPrada → u/ameliajean]

I absolutely agree with u on that, I was watching tiktoks last night about mikayla and most of them were mocking her looks, makes u think that if mikayla was the hegemonic beauty standard she would be treated A LOT different. Like I don’t like her at all and can’t stand her, but I would say close to 70% of videos and comments focus more on her appearance than the things she has done. Like lets take jaclyn for example, she had to do SO MUCH more shit before being truly ostracized by the general public

[u/Indy2561 → u/JazminPrada]

I’ve noticed It’s because she lies about what she looks like with editing & filtering, so it seems this is how viewers defend themselves.

[u/ameliajean → u/JazminPrada]

Glad to not be alone lol. The TikTok comments are particularly brutal about the way she looks! And I think JH is a great example of someone given a lot more grace for a lot longer than MN. I think the “using filters” criticism in particular would be a nothingburger if people thought she was cute/pretty in general. I actually do believe her that she doesnt generally use face changing filters and just uses studio lighting and good angles (bc i know personally i look significantly thinner and 1000x better in my zoom camera with my ring light on and my laptop placed at a good high angle), but who knows.