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Mikayla Nogueira

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Mikayla Nogueira
Born
Mikayla Jane Nogueira

(1998-06-13) June 13, 1998 (age 28)
EducationBryant University (BA)
OccupationSocial media influencer
TikTok information
Page
GenresFashion, makeup
Followers17.4 million
Last updated: May 23, 2026

Mikayla Jane Nogueira (born June 13, 1998) is an American social media influencer and businesswoman. She has over 17 million followers on TikTok, where she posts beauty and makeup content. She is the co-founder of the cosmetics brand POV Beauty.

Personal life

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Nogueira was born to Patrice and Michael Nogueira in 1998.[1] She has an older brother and an older sister. Her family is mostly of Portuguese descent. She was raised in East Freetown, Massachusetts, and graduated from Apponequet Regional High School in 2016.[2] She has stated that her love for makeup started when she bought Avon Products from a friend of her mother.[3]

Nogueira attended Bryant University, where she graduated with a Bachelor of Arts in communications in 2020. In college, she was an intern for a radio station.[4] Nogueira started graduate school in 2020, but "ended up dropping out of school when I found out I'd have to do it full-time instead of part-time because of the pandemic."[5]

Nogueira married Cody Hawken, whose family owns a fishing supply store, on July 1, 2023, at Castle Hill Inn in Newport, Rhode Island.[6][7] On February 12, 2026, she uploaded a video on TikTok telling her followers on that she and Hawken were divorcing.[8] On July 28, 2026, Nogueira's divorce from Hawken was finalized.

Career

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TikTok

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Nogueira was employed by Ulta Beauty as a beauty advisor until late 2020.[5] She originally created her TikTok page in March of 2020 to help her mother, a teacher, continue educating her students during the COVID-19 pandemic.[1] Nogueira eventually participated in "The Catfish Challenge", a viral TikTok trend in which a person compares their appearance before and after makeup.[1] That video accrued thousands of views within hours of posting.[1] Nogueira now posts tutorials, reviews, beauty routines, promotions, and other beauty and makeup videos.[9] In December 2020, Nogueira won the American Influencer Award for Emerging Makeup Artist of the Year.[10][11] Nogueira had 4.5 million followers by March of 2021, and her following has grown to 17.4 million as of February 2026.[1]

Nogueira was accused of faking her rural Massachusetts accent based on videos from her college career and early TikTok videos in which she had "a neutral East Coast accent".[12][13] Nogueira responded that the accent heard in the earlier clips was her "customer service voice".[13] Nogueira was later accused of using beauty filters and video editing to alter her appearance on TikTok after she was filmed attending the red carpet premiere of Disney+'s Hannah Montana 20th Anniversary Special on March 23rd, 2026.[14][15] She denied using beauty filters, stating "I cannot do anything about the fact that you saw a hideous video of me on the internet and you have come to the conclusion that I am lying about the way I look."[14]

Viewers have criticized Nogueria's cosmetic reviews for being misleading, including those for her own brand.[16][12] In January 2023, Nogueira was accused of wearing false eyelashes during a sponsored review for L’Oreal Telescopic Life mascara, which she denied.[17][18]

Point of View (POV) Beauty

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Nogueira launched Point of View Beauty (stylized as "POV Beauty") alongside co-founder Ani Hadjinian and venture capital firm Imaginary Ventures in March of 2025.[19] The brand initially offered five products aimed at preparing skin for makeup application, including four for the face and one for the lips.[20] Nogueira and POV Beauty used social media marketing tactics to advertise the products, including hiring a content team, giving product boxes to creators and community members, and designing applicators to be visually appealing on camera.[20][21] Sales reportedly reached $1 million in the first 7 minutes following launch, with over 100,000 people joining the waitlist for the restock.[20][22] POV Beauty has since released a series of lip products as well.[23]

References

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  1. 1 2 3 4 5 Rice (March 22, 2021). "The truth about Mikayla Nogueira". TheNetline. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  2. ↑ "The Patriot Ledger, Quincy, MA". www.patriotledger.com. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  3. ↑ Brown, Lillian (April 11, 2021). "How a Massachusetts makeup artist built a TikTok empire - The Boston Globe". BostonGlobe.com. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  4. ↑ "Mikayla Jane Nogueira". 1420 WBSM. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  5. 1 2 Mazzone, Dianna (March 29, 2021). "Mikayla Nogueira Is TikTok's Favorite Makeup Artist". Allure. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  6. ↑ Kremposky, Averi and Strohm, Emily (July 6, 2023). "TikTok Star Mikayla Nogueira Is Married! Inside the 'Classic' Wedding in Rhode Island (Exclusive)". People Magazine. Retrieved February 13, 2026.{{cite web}}: CS1 maint: multiple names: authors list (link) CS1 maint: url-status (link)
  7. ↑ K, Pallavi (February 13, 2026). "Who is Mikayla Nogueira's husband, Cody Hawken? Beauty influencer announces divorce after two years of marriage". www.soapcentral.com. Retrieved February 13, 2026.
  8. ↑ Goldberg, Madison E. (February 12, 2026). "Influencer Mikayla Nogueira Says She and Husband Cody Hawken Are Divorcing". People Magazine. Retrieved February 13, 2026.{{cite web}}: CS1 maint: url-status (link)
  9. ↑ DeLuca, Gianna (April 10, 2021). "If You Didn't Know Mikayla Nogueira, Now You Do". VALLEY Magazine. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  10. ↑ "2020 Awards". American Influencer Awards. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  11. ↑ "TikTok beauty guru Mikayla Nogueira's life has changed drastically over the last year: 'I just want to be real life'". sports.yahoo.com. February 23, 2021. Archived from the original on February 28, 2021. Retrieved June 30, 2021.
  12. 1 2 "Mikayla Nogueira Accused Of Faking Accent And Misleading Reviews". BuzzFeed News. March 24, 2023. Archived from the original on May 17, 2023. Retrieved May 18, 2023.
  13. 1 2 "Mikayla Nogueira Opens Up About Her Accent on TikTok's 'For You' Podcast". www.yahoo.com. February 19, 2021. Archived from the original on June 2, 2021. Retrieved May 29, 2021.
  14. 1 2 Dingwall, Kara (April 1, 2026). "Mikayla Nogueira on Hannah Montana Premiere Video, Using Filters". E! Online. Retrieved April 13, 2026.
  15. ↑ "Mikayla Nogueira Debuts Major Hannah Montana Hair Transformation". Yahoo Entertainment. March 24, 2026. Retrieved April 13, 2026.
  16. ↑ "Why is Mikayla Nogueira under fire again? TikToker's foundation review goes viral". Dexerto. February 20, 2023. Retrieved March 1, 2023.
  17. ↑ Pesce, Nicole Lyn (January 26, 2023). "TikTok Mascara Drama Raises Questions About Authenticity". Time. Retrieved April 13, 2026.
  18. ↑ "TikToker Faces Backlash for Defending Mikayla Nogueira Amid Mascara Controversy". Business Insider. January 26, 2023. Retrieved April 13, 2026.
  19. ↑ Rae, Sophie (March 27, 2025). "Mikayla Nogueira's Point of View Beauty Has Arrived". BeautyNewsDaily. Retrieved June 13, 2025.
  20. 1 2 3 Breen, Amanda (January 8, 2026). "This 27-Year-Old's 'Bulletproof' Business Strategy Led to $1 Million in Sales in 7 Minutes". Entrepreneur.com. Retrieved February 13, 2026.{{cite web}}: CS1 maint: url-status (link)
  21. ↑ Zwieglinska, Zofia (December 3, 2025). "From UGC to R&D: POV Beauty's Ani Hadjinian on leveraging community for every product launch". Modern Retail. Archived from the original on December 10, 2025. Retrieved February 14, 2026. Hours were spent adjusting suction and volume to ensure the product dispensed in a way that felt clear and credible on camera.
  22. ↑ Sala, Erica La (October 6, 2025). "Sephora Vs. Ulta Beauty: Which Retailer Is Right For Mikayla Nogueira's POV Beauty?". Beauty Independent. Retrieved February 13, 2026.
  23. ↑ Lobad, Noor (October 28, 2025). "Mikayla Nogueira's POV Beauty Is Launching Makeup". Women's Wear Daily. Archived from the original on December 2, 2025. Retrieved February 14, 2026.
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