Mikayla Nogueira
TikTok star and makeup artist (born 1998)
From Wikipedia, the free encyclopedia
Mikayla Jane Nogueira (born June 13, 1998) is an American social media influencer and businesswoman. She has over 17 million followers on TikTok, where she posts beauty and makeup content. She is also the co-founder of the cosmetics brand POV Beauty.
June 13, 1998
Mikayla Nogueira | |
|---|---|
| Born | Mikayla Jane Nogueira June 13, 1998 |
| Alma mater | Bryant University (BA) |
| Occupation | Social media influencer |
| TikTok information | |
| Page | |
| Genres | Fashion, makeup |
| Followers | 4 million |
| Last updated: February 13, 2026 | |
Personal life
Nogueira was born to Patrice and Michael Nogueira in 1998.[1] 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.[2] She has stated that her love for makeup started when she bought Avon Products from a friend of her mother.[3]
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]
Nogueira married Cody Hawken, whose family owns a fishing supply store, on July 1, 2023, at Castle Hill Inn in Newport, Rhode Island.[6][7] On February 12, 2026, she uploaded a video on TikTok telling her followers on that she and Hawken were divorcing.[8]
Career
TikTok
Nogueira was employed by Ulta Beauty as a beauty advisor until late 2020.[5] She originally created her TikTok page in March of 2020 to help her mother, a teacher, continue educating her students during the COVID-19 pandemic.[1] Nogueira eventually participated in "The Catfish Challenge", a viral TikTok trend in which a person compares their appearance before and after makeup.[1] That video accrued thousands of views within hours of posting.[1] Nogueira now posts tutorials, reviews, beauty routines, promotions, and other beauty and makeup videos.[9] In December 2020, Nogueira won the American Influencer Award for Emerging Makeup Artist of the Year.[10][11] Nogueira had 4.5 million followers by March of 2021, and her following has grown to 17.4 million as of February 2026.[1]
Nogueira was accused of faking her rural Massachusetts accent based on videos from her college career and early TikTok videos in which she had "a neutral East Coast accent".[12][13] Nogueira responded that the accent heard in those earlier clips was her "customer service voice": "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."[13] Viewers have also criticized many of her cosmetic reviews as misleading, including those for her own brand.[14][12]
2026 Hannah Montana Controversy
In March 2026, Nogueira attended the red carpet premiere of Disney+'s Hannah Montana 20th Anniversary Special, where she wore a tribute look including a blonde Hannah Montana-style wig. A video of her at the event went viral, prompting widespread accusations from viewers that her on-camera appearance in her TikTok content is significantly altered through the use of beauty filters or facial editing settings.[15][16]
On March 30, 2026, Nogueira responded via TikTok, stating: "I have repeatedly stated that I do not use filters when filming my videos. For six years, I've used the front camera on TikTok, and this is how I look." She described the circulating video as "absolutely hideous" but argued it did not accurately represent her appearance, adding: "There are no filters, and I'm exhausted."[17] The clip and her response were covered by entertainment outlets including E! Online, Yahoo Entertainment, and IMDb News.[18]
The incident prompted renewed public discourse about authenticity and transparency among beauty influencers. It was not the first time Nogueira faced such accusations; in January 2023, she was at the center of a widely covered controversy — colloquially referred to as "Lashgate" — in which viewers accused her of wearing false eyelashes in a sponsored review for L'Oréal's Telescopic Lift mascara, a claim she denied.[19][20] That incident accumulated over 55 million views on TikTok and raised broader questions about disclosure and authenticity in paid beauty content.[21]
Point of View (POV) Beauty
Nogueira launched Point of View Beauty (stylized as "POV Beauty") alongside co-founder Ani Hadjinian and venture capital firm Imaginary Ventures in March of 2025.[22] The brand initially offered five products aimed at preparing skin for makeup application, including four for the face and one for the lips.[23] Nogueira and POV Beauty used social media marketing tactics to advertise the products, including hiring a content team, giving product boxes to creators and community members, and designing applicators to be visually appealing on camera.[23][24] Sales reportedly reached $1 million in the first 7 minutes following launch, with over 100,000 people joining the waitlist for the restock.[23][25] POV Beauty has since released a series of lip products as well.[26]