Launch Date: March 2025
Geography: New York, NY, US
Founders:
Executive Team:
Notable Investor: Imaginary Ventures
2026 Full Year Projected Revenue: $10M - $20M, according to industry estimates
Primary Category: Skincare
Other Category: Makeup
Funding: Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channel: TikTok Shop
Key Retail Partner: TikTok Shop
Key Markets:
Point of View (POV) Beauty was launched from a simple but radical idea: Skin prep should perform as hard as makeup. Co-founded by creator and beauty authority Mikayla Nogueira and industry veteran Ani Hadjinian, the brand emerged at the intersection of social influence and professional artistry, where consumers, pro makeup artists, and creators demanded products that delivered visible results and layered seamlessly under glam.
Seeing a clear white space, POV pioneered “makeup-prep skincare,” creating high-performance formulas engineered for complexion health and to elevate the finished look. Every product is designed with duality in mind: clinically backed efficacy plus a finish that grips, smooths, and amplifies makeup without compromise.
After its breakout success in prep, POV is expanding into color cosmetics, bringing creator-led insight and pro-level performance to innovations that empower bold expression and strengthen community.
What began as Mikayla’s authentic, inclusive, unapologetically bold point of view has evolved into a community-driven brand, shaping the next era of beauty, speaking to a digitally native generation craving transparency, artistry, and results that champion a mission to make every point of view seen, celebrated, and confident.
Insights: Ani Hadjinian, Co-Founder + CEO
Why now and why you?
Consumers no longer distinguish between skincare and makeup. They want products that provide instant results, honesty, and authenticity. This is the right time for POV Beauty because we designed our brand for this new environment. We didn’t just adjust an old model; we started fresh at the intersection of pro artistry, creator influence, and community-driven innovation. We believe in having a clear point of view—on brand, product development, formulation—and creating products that take a stand and stand out.
As founder and CEO, I have nearly 20 years of experience leading product, brand, and retail strategy at some of the most innovative companies in beauty. My career focuses on spotting cultural changes and building brands that stay ahead of trends. With POV, I’ve merged my strategic background with Mikayla’s insights as a creator to start a new category: makeup-prep skincare. I’m now guiding the brand’s expansion into color cosmetics. We are meeting the needs of a generation that values performance with purpose. I know how to create a long-lasting, scalable beauty business while staying flexible and responsive to changing consumer needs.
POV delivers exactly what consumers want right now: high-performance products, true inclusivity, and a brand that reflects and empowers the community it serves.
What fuels your competitive advantage?
POV Beauty stands out because of the unique mix of creator insights, professional artistry standards, and experienced leadership working together in real time. Our community shapes our innovation cycle. We listen, make quick changes, and launch products that meet real needs with immediate, visible results.
We started the “makeup-prep skincare” category by creating dual-performance formulas that offer clinical skincare benefits while improving how makeup applies and lasts. This clear focus sets us apart as we move into color cosmetics with the same high-performance style.
We also exist at a rare crossroads of cultural understanding and solid operations. Mikayla brings unmatched credibility and a real connection to today’s beauty consumers. My experience in building brands and product strategy ensures that POV is designed for long-term, scalable growth.
Lastly, our community is our key advantage. They co-create with us, test every launch, and support the brand with a level of trust that can’t be faked. This ecosystem, led by creators, backed by artistry, and powered by the community, drives POV Beauty's lasting strength.
What’s your proudest accomplishment to date?
It may sound overly simple, but as we reach the close of our first fiscal year, the thing that I am most proud of is that we created something. We created an incredible product, built a company and brand around it, and put it out into the world with instant feedback of product-market fit. Second, I’m most proud of the team we’ve built and the company culture we’ve created at POV. I have a deep belief that the best companies and brands with staying power prioritize what we are building internally as much as what we build externally. We are a lean team, and we have been able to prioritize a “get it done” mentality while fostering a culture of collaboration and support.
What is the one thing you wish someone had told you?
Success will amplify everything—good and bad—so build your systems and boundaries before you need them. I understood the celebrity around Mikayla when we met, and that the rules would look different for us as a creator-led brand, but nothing could have fully prepared me for the power of her community. When a brand suddenly takes off, the spotlight doesn’t just magnify wins; it magnifies weak processes, unclear policies that wouldn’t be a problem at a smaller scale because the “kinks” would be fixed over time. There is no dress rehearsal for a brand like ours.
What would you tell your past self before starting this journey?
Buckle up. It’s not only that you’re dealing with the problems and challenges of creating a company and being an entrepreneur, which on its own requires you to be both buoy and anchor. It’s doing it all in front of the camera. I wouldn’t have it any other way, but I would tell myself to “buckle up” and get ready for what sure is guaranteed to be an incredible ride of both highs and lows.
What does success look like in the next 3-5 years?
Success would mean we’ve reached our purpose; we’ve become a destination where people feel seen and safe, where beauty education and artistry is married with product and play. Success would mean we’re on a path to becoming a legacy brand while breaking through every notion of what a legacy brand means today. Success would mean that we’ve created a culture where people want to be part of what we are building and feel empowered to make an impact.
What's one industry trend that is overhyped, and what's being overlooked?
Super young brands trying to create skincare for essentially children.
The young adult male is a market that remains untapped. This generation doesn’t want to be categorized as super feminine, but they understand it’s important to take care of your skin and smell good. They have needs they want to address, like acne-prone skin or aging. And they have style.
How do you think the industry needs to evolve?
So many brands today lack a strong point of view, whether that’s about brand or product. It’s scary to make a mistake, to create something that might be viewed as polarizing. We’re sort of bogged down with fear, so we can’t do anything interesting. We’ve lost a sense of conviction that I think the customer is craving.
If you could wave a magic wand, what one wish would you make for your business?
That the brand earns deep, lasting trust, building the foundation for a legacy brand that will stay relevant for years to come.
