Mikayla-Nogueira

In early 2022, Mikayla posted a paid partnership video for L'Oréal's Telescopic mascara and was immediately accused by viewers of wearing false lashes to inflate the results. Both Mikayla and L'Oréal denied the allegation, but the controversy went massively viral and ignited a wider debate about honesty in influencer beauty advertising. She addressed the situation directly on TikTok, and while the backlash was intense, it cemented her as one of the most talked-about names in the beauty creator world.

POV Beauty — short for Point of View Beauty — is Mikayla Nogueira's own cosmetics brand, which she founded and promotes across her social channels. She lists it by name in both her TikTok and Instagram bios, signaling it as a core part of her identity beyond any sponsored deal. Launching her own line puts her in the same tier as creators who have made the jump from influencer to brand owner.

Mikayla Nogueira has a visible partnership with REM Beauty, Ariana Grande's cosmetics brand, regularly tagging the brand across her posts. She attended Ariana Grande's Eternal Sunshine Tour in a REM Beauty capacity, filming Get Dressed With Me content for the occasion. The collaboration makes obvious sense given her reach in the beauty space and the significant overlap between her audience and Ariana Grande's fan base.

Masshole is a playful, self-deprecating nickname that people from Massachusetts use to describe themselves, and Mikayla wears it proudly in her TikTok bio. Her thick Massachusetts accent became one of the most recognizable things about her on the platform, turning a regional trait into a signature part of her creator identity. Fans frequently celebrate the accent as a big part of what makes her feel more real than polished, PR-trained influencers.

Mikayla Nogueira attended Bryant University, a business-focused school in Smithfield, Rhode Island, graduating with the class of 2020. She references being a proud Bryant Alum in her Instagram bio. Her graduation year coincided almost exactly with TikTok's explosion in the US, putting her in a strong position to build an audience at exactly the right moment.

Mikayla built much of her early following by reacting to beauty products with genuine, unscripted emotion — tearing up on camera when a mascara or foundation genuinely blew her away. Viewers found the tearful responses refreshing in a space dominated by scripted, over-produced content, and it quickly became a defining part of her on-camera personality. That emotional authenticity is widely credited as a core reason her content spread so fast.

Mikayla runs her dedicated makeup content under the handle @mikaylajmakeup, separate from her personal account @mikaylanogueira. The split lets her keep lifestyle and personal posts on one page while directing beauty brands and makeup-focused followers to a channel built specifically for that content. She references both accounts in her social media bios.

GDWM stands for Get Dressed With Me, a TikTok format where the creator films their makeup or outfit prep for a specific event in real time. Mikayla uses it regularly for high-profile moments, including her attendance at Ariana Grande's Eternal Sunshine Tour in partnership with REM Beauty. It's a natural format for a makeup artist since it showcases both her technique and her personality at the same time.

Mikayla's rise came from a combination of her unmistakable Massachusetts accent, her unfiltered emotional reactions to products, and genuine makeup artistry — all arriving at a moment when raw authenticity was outperforming polished influencer content. Her videos felt like watching a real person react to a discovery rather than a rehearsed advertisement, which resonated strongly with beauty fans tired of overly curated content. A string of viral moments, including the L'Oréal mascara controversy, kept compounding her visibility until she built one of the largest beauty audiences on the platform.

Mikayla Nogueira's primary home is TikTok, where she has accumulated well over 17 million followers, placing her firmly in the Mega-creator tier. Her engagement rate runs significantly above the industry average for beauty creators, meaning the audience is genuinely active rather than inflated by passive follows. She also maintains a presence on Instagram under her personal handle and her dedicated makeup account.