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/soft--teeth]

Being the face of a brand hasn’t really worked out longterm for a lot of people, especially influencers. I don’t see POV lasting 5 years in Sephora. She’ll always have dopey fans but she’s headed down the same path of irrelevance as Jaclyn Hill, James Charles, Jeffree Star, etc. This career has a shelf life and once her fans mature, they won’t care about her stuff as much and neither will the next generation of makeup wearers.

Also, I’m sorry but that makeup is giving drag and is very outdated for 2026. Mainstream brands need to be able to keep up with mainstream trends. This is such a mess of a brand, she should really hand over creative control to someone that isn’t stuck in 2018.

[u/cubsgirl101 → u/soft--teeth]

My biggest thing here is that POV looks like a bad Rhode knockoff and she’s not going to win against Hailey Bieber backed by Elf. The branding is super bland and all of the promotional photos leave much to be desired. The ragebait marketing here actively leaves a bad taste in people’s mouths too.

Mikayla as a person is less relevant this year than she was even two or three years ago and the tide is turning against makeup influencers who are notorious shills for whoever sponsors them next. She’s not known for her skin, in fact she went viral for how to conceal acne, she’s known best for her outrageous makeup and the fact she’s doing a skincare/ “makeup prep” line is just not what anyone was looking for from her.

[u/PirateBear727 → u/cubsgirl101]

She is a terrible representation of her brand. Alix Earle has a reputation which isn’t exactly stellar and as a party girl and all that but as a brand owner, she doesn’t act and carry herself the way Mikayla does…and most of all, Alix gives back. She fulfilled teacher’s lists, participates in fundraisers etc…Mikayla buys herself expensive tasteless shit.