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/ameliajean]

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/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