这是一个关于网红自己创立化妆品品牌的故事，如果你是一个超级网红，可以贴牌化妆品之类的，可惜我不是网红。
Key Takeaways
- Nogueira partnered with beauty industry veteran Ani Hadjinian to launch POV Beauty last year.
- With over 16 million followers at the time, Nogueira leveraged her platform for a different kind of marketing strategy.
Some prestige beauty and skincare brands keep their launches under lock and key, sharing little, if anything, with the public before a product drop.
Beauty influencer and entrepreneur Mikayla Nogueira, 27, wanted to turn that idea on its head.
When Nogueira teamed up with industry veteran Ani Hadjinian to start her own makeup brand, POV Beauty, she had more than 16 million followers — and a distinct vision for its product line and marketing strategy.
Related: Her Business Predicted a Gen Alpha Trend and Saw $100 Million in Sales Last Year
Nogueira’s experiences working in beauty retail and doing makeup for more than a decade revealed a common pain point: People weren’t confident in their ability to apply makeup. Many of their struggles came down to inadequate skin preparation, which often prompted a lot of follow-up questions.
POV Beauty, which is backed by investment firm Imaginary Ventures, currently offers four face products and a lip treatment to address the skin-prep issue.
“Every single product in the lineup is loaded with actives that are going to help the things that you’re typically using makeup to fix,” Nogueira says, noting that POV Beauty’s website features educational resources to ensure consumers make the most of its system.
Related: What It Really Takes to Stand Out on Social Media as a Business Today
With a passion for and a degree in marketing, Nogueira had two objectives ahead of POV Beauty’s launch in 2025: Be extremely loud — and prepare for a lot of opinions.
“ My main goal with the initial launch was to create an insane stir-up and conversation that lasted about a week prior to the [drop],” Nogueira says.
Nogueira and Hadjinian hired a team to create content for the brand’s website and social media platforms, including TikTok, Instagram and YouTube.
It was big, it was loud, it was like you were in the arena, spotlights were on.
At first, people on social media expressed surprise: Mikayla Nogueira was launching a brand.
Then the speculation began. What type of business would it be? Which products would it offer?
Over time, POV Beauty revealed its name, packaging, product line and the “why” behind the brand, along with the education to help customers understand what it was selling.
POV Beauty also harnessed the power of giveaways and PR boxes, tried-and-true pillars of social media marketing strategy.
The strategic effort paid off: Within seven minutes of launch, POV Beauty pulled in $1 million in sales.
Hadjinian, who spent over a decade at Estée Lauder Companies, helped scale luxury skincare brand Augustinus Bader and serves as POV Beauty’s CEO, explains just how distinct POV Beauty’s launch strategy is compared to that of other brands in the beauty space.
“It was big, it was loud, it was like you were in the arena, spotlights were on,” Hadjinian says. “There is zero dress rehearsal — zero — [so] your success is magnified, and so are all your failures.”
POV Beauty experienced a public setback with its color launch, which faced unexpected shipping delays.
“ We’re still a very small team,” Nogueira says. “Things slip through the cracks, and I appreciate that these things happen so early on because now you can take control of it, fix it, implement it and just be better and better as the brand continues to grow.”
It’s how you show up to [face] those failures that’s going to transform your business.
As challenging as such high visibility can be at times, Hadjinian emphasizes that failure is part and parcel of entrepreneurship.
“ We’re entrepreneurs — [failure] is what happens,” Hadjinian says. “Not every single thing that you do is a win. It’s important for people, particularly entrepreneurs who are starting a business, [to understand that] you’re going to have multiple failures, and it’s how you show up to [face] those failures that’s going to transform your business.”
Related: This Police Psychologist’s Simple Framework Changed How I Handle Failure
Business leaders must lean into those learning opportunities and consider what could have been done differently, not from a place of blame, but with curiosity and open-mindedness, Hadjinian adds.
The bigger you become, the more eyes are on you, and the more is said.
Additionally, despite going into POV Beauty’s launch expecting people to voice strong opinions, Nogueira admits that the intense criticism that comes with being such a public entrepreneur can be challenging: “ The bigger you become, the more eyes are on you, and the more is said.”
However, Nogueira has no plans to abandon the marketing strategy that’s served POV Beauty so well; she encourages the team to use it for every launch.
“ I’m proof that that works because that’s why I am where I am in my career,” Nogueira explains. “I’ve done that strategy for five years, and it’s bulletproof. It works every time. You just need to get people talking, get people excited and build it, build it, build it — and then you explode with the actual launch.”
Related: This One Overlooked Habit Could Transform How You Lead, Connect and Grow Your Business
Now, as Nogueira balances being a creator and founder, both of which she considers her full-time jobs, she’s excited to expand her entrepreneurial skill set and continue learning from Hadjinian along the way.
“ Ani and I are like a metaphor for the brand because we have very different points of view,” Nogueira says. “But it just goes to show what happens when you take different points of view and create something magical with it.”
要点总结
- 去年，Nogueira 与美容行业资深人士 Ani Hadjinian 合作推出了 POV Beauty。
- 当时拥有超过 1600 万粉丝的诺盖拉利用她的平台采取了一种不同的营销策略。
一些高端美容护肤品牌对新品发布严格保密，在产品上市前几乎不与公众分享任何信息。
27岁的美容网红兼企业家米凯拉·诺盖拉想要彻底颠覆这种想法。
当 Nogueira 与业内资深人士 Ani Hadjinian 合作创立自己的化妆品牌POV Beauty时，她拥有超过 1600 万粉丝，并且对其产品线和营销策略有着清晰的愿景。
相关报道：她的公司预测到了阿尔法世代的趋势，去年销售额达到了1亿美元。
Nogueira在美妆零售业工作十余年，从事化妆工作，她发现一个普遍存在的痛点：人们对自己的化妆能力缺乏信心。她们遇到的许多问题都源于皮肤准备不足，这往往会导致后续出现很多疑问。
POV Beauty 获得了投资公司 Imaginary Ventures 的支持，目前提供四款面部产品和一款唇部护理产品，以解决护肤准备问题。
“该系列中的每一款产品都富含活性成分，可以帮助解决你通常用化妆品来掩盖的问题，”Nogueira说道，并指出POV Beauty的网站提供教育资源，以确保消费者充分利用其产品体系。
相关阅读：如今企业如何在社交媒体上脱颖而出？
诺盖拉对市场营销充满热情，并拥有市场营销学位。在 POV Beauty 于 2025 年推出之前，她有两个目标：大声疾呼——并做好接受各种意见的准备。
“我最初发布的主要目标是在产品发布前一周左右的时间里，制造一场疯狂的轰动和讨论，”诺盖拉说。
Nogueira 和 Hadjinian聘请了一个团队，为该品牌的网站和社交媒体平台（包括 TikTok、Instagram 和 YouTube）创建内容。
场面宏大，声音震耳欲聋，就像置身于体育馆中，聚光灯照耀着一切。
起初，社交媒体上的人们表示惊讶：米凯拉·诺盖拉要推出一个品牌。
于是，各种猜测开始了。它会是一家什么样的企业？它会提供哪些产品？
随着时间的推移，POV Beauty 公布了其名称、包装、产品线以及品牌背后的“原因”，并提供了相关教育，帮助顾客了解其销售的产品。
POV Beauty 还利用了赠品和公关礼盒的力量，这是社交媒体营销策略中久经考验的支柱。
这一战略举措取得了成功：POV Beauty 在上线七分钟内就实现了 100 万美元的销售额。
相关内容：我已帮助 124,393 位企业家进行广告宣传——以下是我总结的 3 个经实践验证有效的秘诀
曾在雅诗兰黛公司工作十余年的 Hadjinian 帮助奢华护肤品牌 Augustinus Bader 实现了规模化发展，并担任 POV Beauty 的首席执行官。他解释了 POV Beauty 的上市策略与其他美容品牌相比有多么独特。
“场面盛大，声音震耳欲聋，就像置身于竞技场，聚光灯照耀着你一样，”哈吉尼安说道。“完全没有彩排——一点也没有——所以你的成功会被放大，所有的失败也会被放大。”
POV Beauty 的彩妆产品发布遭遇了公众的挫折，因为发货出现了意想不到的延误。
“我们仍然是一个很小的团队，”诺盖拉说。“难免会有疏漏，但我很庆幸这些问题这么早就出现，因为这样你就可以掌控局面，解决问题，落实改进措施，随着品牌的不断发展壮大，我们也能做得越来越好。”
你如何面对这些失败，将决定你的事业走向何方。
尽管这种高曝光度有时会带来挑战，但哈吉尼安强调，失败是创业过程中不可避免的一部分。
“我们都是创业者——失败是不可避免的，”哈吉尼安说道。“并非你做的每件事都能成功。对人们来说，尤其是对那些正在创业的创业者来说，重要的是要明白你会经历多次失败，而你如何面对这些失败将决定你的事业走向何方。”
Hadjinian补充道，企业领导者必须抓住这些学习机会，思考哪些事情可以做得更好，而不是从指责的角度出发，而是以好奇心和开放的心态。
你越有名，就越受关注，也就越容易听到别人议论你。
此外，尽管在 POV Beauty 推出之初就预料到人们会发表强烈的意见，但 Nogueira 承认，作为一位公众人物，随之而来的强烈批评可能会带来挑战：“你的规模越大，关注你的目光就越多，议论纷纷的声音也就越多。”
然而，Nogueira 并没有放弃POV Beauty 一直以来行之有效的 营销策略的打算；她鼓励团队在每次产品发布时都采用这种策略。
“我就是最好的证明，因为我的事业能取得今天的成就，就是靠这个策略，”诺盖拉解释道。“我五年来一直奉行这个策略，它百试百灵，每次都奏效。你只需要引发人们的讨论，激发人们的热情，然后不断地积累、积累、再积累——最后，在正式发布时，你就能一鸣惊人。”
相关阅读：这个被忽视的习惯可能会彻底改变你领导、联系和发展业务的方式
现在，诺盖拉既是创作者又是创始人，她把这两份工作都视为自己的全职工作，她很高兴能够扩展自己的创业技能，并在此过程中继续向哈吉尼安学习。
“我和Ani就像是这个品牌的缩影，因为我们有着截然不同的观点，”Nogueira说道。“但这恰恰说明了，当你把不同的观点融合在一起，就能创造出神奇的东西。”