POV Beauty Raises $15 Million After a Reported $20 Million First Year. Mikayla Nogueira Isn't Quitting Brand Deals.

POV Beauty, the skin-prep brand co-founded by TikTok creator Mikayla Nogueira and former Augustinus Bader executive Ani Hadjinian, has closed a $15 million Series A. Silas Capital led, with RÉDO Capital and pre-launch backer Imaginary Ventures participating. The Business of Beauty at BoF reported the amount as an exclusive on 19 October; the company's press release the same day announced the round without a figure.

The money arrives about 19 months after a March 2025 direct-to-consumer launch and six weeks after POV entered Sephora across the US and select Canadian stores, roughly 650 doors according to BoF.

What the brand has shown so far

• $1 million in sales within eight minutes of launch, brand-reported.
• More than $20 million in first-year revenue, per a source with knowledge of the business who spoke to BoF. Posthype has not verified that figure.
• $2.7 million in TikTok Shop sales in the first half of 2026, an estimate from e-commerce intelligence firm Charm.io cited by Beauty Independent.
• First-week Sephora sales 80% above the retailer's projections, brand-reported.

Those outside numbers don't line up neatly. BeautyMatter has projected POV's 2026 revenue at $10 million to $20 million, according to Beauty Independent, which would put this year flat to down against BoF's reported first year. Neither figure comes from audited accounts.

The ad inventory she kept

The more useful detail for anyone pricing creator-founders is what happened to Nogueira's own sponsorships. James Nord, co-founder of influencer agency Fohr, told BoF her sponsored content on Instagram, where she has 3.3 million followers and is now "much more POV focused," has dropped 60% since launch. On TikTok, where BoF puts her at 17.5 million followers, her sponsored posts have ticked up, per Fohr data, skewing toward K-beauty upstarts Mixsoon, Belif and Biodance alongside L'Oréal, Estée Lauder and Nars.

She isn't planning to stop. "I refuse to do that. That would literally be so soul sucking to me," Nogueira told BoF about going POV-only.

So one feed has become the house channel and the other is still for hire, including to brands that sell into the same bathroom cabinet. For investors that's a hedge on her income, and a question about how much of her reach the cap table actually owns.

Why Silas wrote the check

Silas has backed personality-led beauty before: Makeup by Mario, Violette_FR, Bella Hadid's Orebella and Molly Sims' Yse Beauty, which also took a $15 million Series A, per Beauty Independent. Its exits include Ilia, sold to the Courtin-Clarins family in 2022, and Wonderbelly, bought by Procter & Gamble this year.

Partner Brian Thorne framed the bet around retail. Sephora is "deathly afraid of losing share to TikTok Shop, Amazon and others," he told BoF, "so they're using Mikayla and POV to bring that TikTok consumer in store."

The release says the money goes to Sephora growth, hiring, TikTok Shop and new skincare-makeup hybrids.

The risk is concentration. "Right now the whole brand rides on Mikayla," GlowUp Partners founder Asha Talwar Coco told Beauty Independent. Nogueira put it more bluntly on the Breaking Beauty podcast on 7 October: "I'm probably considered the most untrustworthy influencer in beauty."