POV Beauty, a skincare and makeup brand co-founded by beauty creator Mikayla Nogueira and beauty industry executive Ani Hadjinian, has closed a Series A funding round to accelerate its retail and ecommerce growth.
The round was led by Silas Capital, a consumer-focused venture capital and growth equity firm, with participation from RÉDO Capital and existing investor Imaginary Ventures. The company did not disclose the funding amount.
Launched in 2025, POV Beauty combines skincare and makeup products designed to prepare the skin for better makeup application. The company plans to use the new investment to expand its presence at Sephora, grow its team, increase sales through TikTok Shop, and develop new skincare and makeup products.
How POV Beauty Plans to Use the Funding
POV Beauty plans to invest the new capital in several areas as it looks to strengthen its position in the skin preparation category.
A key priority is expanding the brand’s momentum at Sephora, following its nationwide launch across the retailer’s stores and online platform. The company also plans to strengthen its ecommerce business, particularly through TikTok Shop, where beauty creators and social media discovery can help brands reach new customers.
The funding will also support team expansion and the development of new products that combine skincare benefits with makeup performance.
Alongside its retail growth, POV Beauty has introduced a dedicated community app to strengthen customer engagement and build a long-term relationship with its audience.
What Does POV Beauty Do?
POV Beauty focuses on skin preparation, often called skin prep, which involves preparing the skin before applying makeup.
The brand’s approach combines skincare ingredients and cosmetic performance to help consumers create a smoother base for makeup. Its products are designed to be accessible to beginners while also appealing to experienced makeup users.
Its product lineup includes Drench It, Glaze It, Whip It, Drip It, and Chill It, alongside its Snatch It and Amp It product franchises.
By combining skincare, cosmetics, education, and community engagement, POV Beauty aims to make everyday beauty routines easier for consumers.
Mikayla Nogueira and Ani Hadjinian Build a Beauty Brand
POV Beauty was founded by Mikayla Nogueira, a prominent beauty content creator, and Ani Hadjinian, a beauty industry veteran.
The company brings together creator-led marketing and industry experience to build a brand around consumer engagement and product development.
Nogueira’s established digital audience gives the company a direct connection with beauty consumers, while Hadjinian contributes experience in the beauty business.
This combination reflects a broader trend in the consumer industry, where creators are moving beyond sponsored content to build and own their own product brands.
POV Beauty also secured early institutional backing from Imaginary Ventures before its launch, providing an investment foundation for its development.
Why the Sephora and TikTok Shop Strategy Matters
POV Beauty’s latest funding comes as the company expands across retail and social commerce.
Its nationwide Sephora launch gives the brand access to a major beauty retail network, while TikTok Shop provides another channel for product discovery and online sales.
The company is pursuing a strategy that combines physical retail, ecommerce, creator-led marketing, and direct community engagement.
For beauty startups, these channels can work together to increase brand awareness and turn social media interest into purchases. However, maintaining growth will depend on customer retention, product performance, and the company’s ability to compete in a crowded beauty market.
With its Series A funding, POV Beauty aims to strengthen these channels and expand its range of skincare-makeup hybrid products.
