A thought-out brand

POV Beauty

The phone screen nearly blinded me in the darkness of my room as I opened TikTok, as usual.

The sun had barely risen, and I had already received about three or four ads from various influencers promoting their brands.

Fed up with the endless stream of superficial companies, I went to close the app, but a video stopped me.

It was simple, a white lipstick that almost disappeared against a white background.

The way it was done looked intentional, and although I don't like minimalism, it caught my attention.

Clicking on the profile button, I began to investigate where this brand had come from and who owned it. After watching all their videos, I was surprised to see Mikayla Nogueira's face among the unknown figures in the video.

It had been a while since I had heard about her, and it's not that I'm a fan, but I still remember her humble beginnings. Before the scandals and the millions, the young entrepreneur dedicated herself to sharing makeup tips. In fact, I followed her for a long time and still use many of her suggestions when putting on makeup.

She was definitely a trusted source for many at the time, but I suppose over the years I lost interest. However, her fame has only grown, and it was logical that the next step would be to have her own company, Point Of View Beauty.

Although I've already seen how most influencer brands have been total failures. I suppose that knowledge was what inclined me to investigate how, in an oversaturated market, she thought she could stand out. I put on my detective hat and began to analyze her website and social media, where I came across many surprising facts.

I only saw videos of the products, how to use them, and users of them. The entrepreneur herself barely appeared, which is uncommon for influencer brands. 

In fact, she allowed her clientele and products to shine on their own. Then I delved into her website.

Upon carefully observing her products, I noticed that she had not created a makeup line. This confused me because, in my experience, influencers tend to focus on offering makeup.

Regardless, I found that her products actually aligned with her brand and while the packaging might be simple, the products weren't. Through their unique and scientific terminology, I found it difficult to understand what on earth she was selling.

It wasn't until I found the review from the Lipstick Lesbians of TikTok that I understood Mikayla's goal. The couple explained in simple words that Mikayla’s new venture is a fusion of Korean and American skincare to be applied before makeup.

Adding that the items were created with a focus on giving the user a dewy skin finish, as is the trend.  At the end of the video, I was speechless; this founder's strategy was on another level.

Everything started to make sense. The image of the products wasn't colorful to distance itself from her, who always had a colorful and maximalist style. 

The brand sought to create a sense of professionalism, clearly distanced from the traditional tactics of well-known figures. While allowing the products to connect with Mikayla's experiences, such as her dry skin and struggles with acne, and her known preference for dewy skin.

It is evident that the young entrepreneur dedicated time to considering what she wanted to offer her clients and what was important to her. Satisfied with my search, I turned off my phone to start my day.

I can't say for sure if her brand will be successful, as it is in its early stages, but it will definitely leave its mark on the market, managing to stand out within it.