Beauty / news
POV Beauty’s Sephora Debut Puts TikTok Creator Brands to the Retail Test
Mikayla Nogueira’s POV Beauty will launch at Sephora this fall, marking a major retail milestone for TikTok creator-led beauty brands. Co-founder and CEO Ani Hadjinian says the company has been preparing for retail from the start.
POV Beauty, the cosmetics line created by TikTok star Mikayla Nogueira, is set to land on Sephora shelves this fall. The move represents one of the highest-profile tests yet for social media creator-founded beauty brands expanding into traditional retail.
Co-founder and CEO Ani Hadjinian emphasized that POV Beauty has been designed with retail in mind since its inception, countering the perception that creator-led brands are built solely for online hype. Hadjinian’s comments suggest the company has focused on packaging, merchandising, and scalability to meet Sephora’s standards.
The launch arrives as TikTok’s beauty boom faces new scrutiny, with retailers and consumers watching whether digital fame can translate into sustained in-store sales. For Nogueira, who commands millions of followers, the Sephora rollout will test her brand’s ability to compete beyond the app.
POV Beauty’s entry into Sephora also signals a broader trend of creator brands seeking legitimacy through brick-and-mortar partnerships, while retailers look to tap into viral beauty trends to drive foot traffic.