#USA #Los Angeles #Sephora #Mikayla Nogueira #POV Beauty

POV Beauty Celebrates Its Launch at Sephora

POV Beauty, the makeup-prep skincare brand founded by Mikayla Nogueira, is taking a significant leap in its growth journey by teaming up with Sephora. Officially marking the beginning of their omnichannel retail expansion, POV Beauty is set to debut at every Sephora location and online starting September 3, 2026. The partnership signifies a transition from a rapidly growing direct-to-consumer brand to a well-established presence in national retail.

The launch is poised to introduce Sephora shoppers to POV Beauty’s unique philosophy of combining skincare with makeup. This innovative approach promises not only to optimize performance but also to nourish the skin, ensuring that products can be used independently or as a part of a makeup routine. Among the standout products set to hit the shelves are the Drench It, Drip It, Whip It, Glaze It, and Amp It Lip Ampoules. Each item is meticulously designed to enhance makeup wear while providing the skin with essential preparation and care.

Mikayla Nogueira, the co-founder, expressed her excitement about this partnership, stating, "We built POV Beauty by listening to our community. Seeing our brand launch at Sephora is an absolute milestone, giving our community a space to physically discover and play with our hero formulas." This collaboration not only represents a union of POV Beauty's innovative approach with Sephora's legacy as a premier beauty destination, but also sets a new standard for how emerging brands can transition from social media stardom to trusted household names.

Ani Hadjinian, co-founder and CEO, also emphasized the importance of this milestone, stating, "Our launch into Sephora marks the next major chapter for POV Beauty, signaling our momentum and retail credibility. Partnering with Sephora allows us to meet our community where they already shop while introducing our intuitive, performance-driven formulas to the next generation of beauty consumers."

The launch represents more than just a new lineup of products; it's indicative of the changing beauty landscape where the lines between skincare and makeup are increasingly blurred. Consumers are on the lookout for products that not only beautify but also promote skin health. POV Beauty's emphasis on preparation, through its innovative skincare-prep approach, presents the perfect solution for this emerging trend.

Carolyn Bojanowski, EVP of Merchandising at Sephora, highlighted the partnership's significance, stating, "POV Beauty is redefining an emerging category at the intersection of skincare and makeup, and Sephora is proud to partner in bringing it to our clients across North America. Their high-performance, barrier-first formulas fill a meaningful whitespace in our assortment and reflect Sephora's commitment to uplifting brands that are shaping the future of beauty."

The new products, which are set to elevate the beauty routines of many, will be available for purchase both online and in-store, perfectly catering to the needs of consumers who value accessibility alongside innovation.

With a rich legacy since its founding in 1969 and its operation under the LVMH Group since 1997, Sephora continues to disrupt the prestige beauty industry by offering unique and diverse products. As POV Beauty prepares for its September launch, the enthusiasm is palpable, with beauty enthusiasts eagerly anticipating the opportunity to experience these viral formulations designed not just to enhance beauty but also to empower individuality. As this partnership flourishes, it may very well reshape the future of beauty as we know it.