Mikayla Nogueira Has 17.4M Followers and 24 Refill Plans Timed to How Often You Use Them

Key Takeaways:

Mikayla Nogueira's TikTok showed 17.4M followers, 5,999 videos and 2 billion likes on September 23, 2026. Her bio reads "Founder @Point of View Beauty"
POV Beauty launched in March 2025, co-founded with CEO Ani Hadjinian, and went into every US Sephora and select Canadian doors on September 3, 2026, according to BeautyMatter
The brand's own store lists 35 items. Eight of them offer a subscription with three refill plans each, 24 in total, and each plan is named for how often the customer uses the product
Every plan takes 30% off the first order and 15% off after. The refill gap runs from 3 weeks (Snatch It serums, used morning and night) to 14 weeks (Glaze It primer, used twice a week)
The brand also ships a free community app, My POV, released July 5, 2026, with 474 US ratings averaging 4.95

Mikayla Nogueira was a makeup artist at Ulta when she opened a TikTok account in March 2020. Six years later she has 17.4 million followers on TikTok alone, and she is best known for doing her makeup on camera in a Massachusetts accent while telling you whether a product is actually worth the money. In March 2025 she and Ani Hadjinian launched POV Beauty, a line of skin prep made for people who wear makeup. Wikipedia's account of the launch records "$1 million in sales in 7 minutes." This September the brand went into Sephora, and Nogueira announced a tour of in-store launch events through September and October. The Sephora launch is the headline. Her own store is where the business actually repeats.

What Does POV Beauty Actually Sell?

POV Beauty's own Shopify store listed 35 items on September 23, 2026: 12 single products from $9 to $90, 12 sets from $55 to $214, four minis, two lip kits, two accessories, a gift card, a bundle builder and a custom bundle. The core is a five-step routine: Drench It priming milk, Drip It serum, Whip It moisturizer, Glaze It primer and Amp It lip treatment. That is a normal shape for a creator brand. The single products are what fans buy first, and the sets are how the brand raises the order value. Anyone can check the count, because Shopify stores publish their catalog at /products.json. The part worth studying sits one level deeper, in each product's own data.

The 24 Refill Plans, Read Straight From the Store

Eight of the twelve single products offer a subscription, and it runs on Recharge. Each one has exactly three plans. The plans aren't called "monthly" or "every six weeks". They're named for the customer's habit: "AM & PM usage," "Daily usage," "3x week usage." The customer picks how often she uses the product, and the store works out when to send the next one.

Product	Price	Most frequent use	Middle	Least frequent use
Snatch It face ampoule	$42	AM & PM: 3 weeks	Daily: 6 weeks	3x a week: 8 weeks
Snatch It eye serum	$38	AM & PM: 3 weeks	Daily: 6 weeks	3x a week: 8 weeks
Drip It serum	$36	AM & PM: 4 weeks	Daily: 8 weeks	3x a week: 10 weeks
Drench It priming milk	$34	AM & PM: 4 weeks	Daily: 8 weeks	3x a week: 10 weeks
Whip It moisturizer	$38	AM & PM: 4 weeks	Daily: 8 weeks	3x a week: 10 weeks
Chill It moisturizer	$38	AM & PM: 4 weeks	Daily: 8 weeks	3x a week: 10 weeks
Amp It lip treatment	$22	AM & PM: 6 weeks	Daily: 8 weeks	3x a week: 10 weeks
Glaze It primer	$28	5x a week: 10 weeks	3x a week: 12 weeks	2x a week: 14 weeks

Glaze It is the only product with a different ladder, because nobody applies primer twice a day. That one row shows somebody thought about how each product is really used rather than pasting one default across the catalog.

Why Does a Refill Interval Matter More Than a Discount?

A refill interval named for the customer's habit gets the customer to say how often she does the routine, and that answer is the first piece of customer memory a consumable brand can own. A 15% discount keeps the order coming. The stated habit tells the brand who its heaviest users are before any of them run out. Run the math on one heavy user. Drip It on the twice-daily plan costs $25.20 for the first delivery and $30.60 after that, every four weeks. That's 13 deliveries in 52 weeks and $392.40 from one bottle of serum in one year, on a plan the customer set up once. Compare that with the pattern in our profile of Hyram's six-product skincare line: consumables sell again and again, but they don't remember anything. POV has begun to fix that. Its refill plans hold one real fact about each subscriber. It's a fact she states once, at checkout, and it only lives on POV's own site. A Sephora shelf sale leaves the customer record with Sephora.

What Is the My POV App For?

My POV is POV Beauty's free community app, listed in Social Networking and released on July 5, 2026. Its App Store listing describes chat, events, challenges and rewards, and on September 23, 2026 it had 474 US ratings averaging 4.95. Its current version, 1.1.0, carries a September 3 release date, the day the brand went into Sephora.

The screenshots show what it is for. There's a "pov daily" channel with polls, an events calendar, a feedback-and-ideas space, and channels named after products such as "amp it + contour it" and "chill it". It's a group chat that belongs to the brand rather than to TikTok. The listing doesn't describe any paid tier. So POV Beauty now has three separate things that together hold the relationship: a refill schedule on Shopify, a community in an app, and classes on its "Master It" pages. What the listing doesn't describe is anything that follows the routine itself, meaning what the customer applied this morning, in what order, and whether her skin changed. That record is the one that would join the other three together. For a brand whose whole line is skin prep, it's also the most natural next product.

A refill plan records one habit. A product can record the whole routine.

Built by Foundry builds the product a creator's audience uses every day, ships it in about three weeks, and runs it from then on. $0 upfront, revenue share, and the creator owns the business.

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The Refill Test

Here is a test that takes a few minutes on your own audience. Write down how many times a week your audience performs the ritual your product serves. If you can answer it, your customers have a schedule, and the business that stores that schedule gets the repeat revenue. If no store, app or form of yours asks the question, somebody else is holding that answer. It passes for skincare, supplements, coffee, lip care and pet food, anything that runs out on a timetable set by habit. It fails for merchandise, courses and one-off tools, where the schedule doesn't exist and a subscription is mostly a donation. POV Beauty passes, and it's one of the few creator brands we've looked at that actually asks.

If You Sell Something Your Audience Uses Up

If you're a beauty, wellness or food creator with a product that runs out, this is the part to copy. Name each plan after the habit, not the calendar. Give products with different habits their own ladders. Put the community somewhere you own. Then ask the next question: what happens between deliveries? That last part isn't a launch. It's an operating job. Somebody has to build it, price it, put it where people are searching, and keep it running: billing, reviews, store releases, support. That's the business we're in, and the running part is where most creator products go quiet. It's also the difference between a subscription with a reason to exist and a discount with a timer, and why a drink or supplement line can grow into a company rather than staying a merch table. Mikayla Nogueira built her audience by telling people whether a product was worth it. Her brand now asks every subscriber how often she uses a product before deciding when to send the next one. Most creator brands never get that far.

See What We’d Build You →

All figures verified on September 23, 2026 against the TikTok profile @mikaylanogueira, the povbeauty.com Shopify catalog (/products.json) and each product's /products/<handle>.js selling-plan data, the povbeauty.com navigation and about page, Apple's US iTunes Lookup API and App Store page for My POV (id6785477218), BeautyMatter's report on the Sephora launch, and the Wikipedia article on Mikayla Nogueira. Follower counts, prices, plans and ratings change. Current-state claims require revalidation before later use.

Mikayla Nogueira Has 17.4M Followers and 24 Refill Plans Timed to How Often You Use Them

Get Creator Revenue Insights

What Does POV Beauty Actually Sell?

The 24 Refill Plans, Read Straight From the Store

Why Does a Refill Interval Matter More Than a Discount?

What Is the My POV App For?

The Refill Test

If You Sell Something Your Audience Uses Up

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