Mikayla Nogueira | |
|---|---|
| Born | Mikayla Jane Nogueira June 13, 1998 |
| Alma mater | Bryant University |
| Occupation | Social media influencer |
TikTok information | |
| Page | |
| Followers | 16.8 million |
| Likes | 1.8 billion |
Last updated: August 2, 2025 | |
Mikayla Jane Nogueira Hawken (born June 13, 1998 [1] ) is an American social media influencer.
Nogueira was born to Patrice, who is an artist [2] and an elementary school counselor, Michael Nogueira. 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. [3] She has stated that her love for makeup started when she bought Avon Products from a friend of her mother. [2]
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]
Due to the COVID-19 pandemic, in March 2020, Nogueira started making TikTok videos. Nogueira first used the platform after making the suggestion to her mother, a teacher, to use it as a way to continue educating her students. Nogueira created a TikTok page in her name to help her mother learn the intricacies of TikTok. The first videos on her page were educational videos on their family farm. Nogueira next posted "The Catfish Challenge", a viral before and after challenge featuring a user's profile photo next to their makeup-free look. [6] This video gained thousands of views within hours of its release. Nogueira's account grew to 2.8 million followers on TikTok in just eight months, and As of April 2021 [update] , she had 11.9 million, her voice fueling the growth of the account. [2] Nogueira posts tutorials, reviews, beauty routines, promotions, and other beauty and makeup videos. [7]
In December 2020, Nogueira won the American Influencer Award for Emerging Makeup Artist of the Year. [8] [9]
Nogueira was employed by Ulta Beauty as a beauty advisor until she started working full time for her own brand, Mikayla J Makeup, in late 2020. [5]
Nogueira was accused of faking her rural Massachusetts accent, based on interviews and videos of her before her popularity on the internet. [10] Nogueira responded, "I went to school for Communications with a primary focus on radio […] So over the years, I created this voice that I would use when I was on the radio or at my internship. Everyone has a customer service voice, right? So, when I first started making my TikToks, I would use my radio voice because it was professional. It was my first time putting myself on a camera to tons of people so I was wicked nervous because my voice has been this topic of discussion my entire life and I didn't know how people would react." [11] Viewers have also criticized some of her cosmetic reviews as being misleading. [12] [10]
In March 2025, Nogueira launched Point of View Beauty (stylised as “POV Beauty”), a skincare-focused beauty brand designed to simplify makeup preparation. The debut collection features five vegan, cruelty‑free, dermatologist‑tested products – Drench It, Drip It, Whip It, Glaze It, and Amp It. The line aims to bridge the gap between clinical‑grade skincare and makeup priming, using patented technologies (such as FermentVitalComplex and Gripping Glaze Technology) to hydrate, firm, and enhance makeup longevity. [13]
Nogueira co-founded the brand with Ani Hadjinian, a veteran beauty industry executive, and launched it with backing from Imaginary Ventures – the VC firm founded by Natalie Massenet and Nick Brown.
The brand debuted March 26, 2025, with strong demand and rapidly sold out.