POV Beauty raises $15M Series A to scale creator-born brand into Sephora

What's the deal? POV Beauty, the skin-prep brand co-founded by TikTok creator Mikayla Nogueira and industry veteran Ani Hadjinian, has closed a $15 million Series A led by Silas CapitalDealroom has a profile for this one. Try Dealroom →, with participation from RÉDO Capital and pre-launch backer Imaginary VenturesDealroom has a profile for this one. Try Dealroom →. Nogueira counts around 21 million followers across TikTok and Instagram; Hadjinian, the company's chief executive officer, previously ran North America for Augustinus Bader.

Why now? The round lands just six weeks after POV entered SephoraDealroom has a profile for this one. Try Dealroom → stores across the United States and select Canadian locations. The brand says first-week Sephora sales exceeded the retailer's projections by 80%.

What's the endgame? The money will fund POV's Sephora and TikTok Shop presence, team expansion, and a pipeline of products that bridge skincare and makeup. In July, it launched My POV, a community app where users swap tips, join challenges, and earn rewards.

Why these investors? Silas Capital and Imaginary Ventures share a thesis on personality-driven beauty. Silas has backed Bella Hadid's OrebellaDealroom has a profile for this one. Try Dealroom →, Mario Dedivanovic's Makeup by Mario, and Molly Sims' Yse Beauty — which also raised a $15 million Series A — while Imaginary financed Alix Earle's Reale ActivesDealroom has a profile for this one. Try Dealroom →. Silas's exits include Ilia BeautyDealroom has a profile for this one. Try Dealroom →, sold to the Courtin-Clarins family in 2022, and Wonderbelly, acquired by Procter & Gamble in 2026.

What could go wrong? Launch-day sellouts do not prove durable demand. "With POV, Mikayla can post and the attention comes for free. That is a big structural advantage in customer acquisition costs," says Scott Van den Berg, founder of HotStartVC — but the open question is whether POV can turn creator reach into repeat purchases beyond Nogueira's audience.

The signal: Investors are betting that creator fame can seed a lasting retail brand, not just a viral moment. POV's test — scaling nationwide distribution on the back of a single personality — will help show whether the model builds businesses or just launches.

Read more: beautyindependent.com

Image credit: Generated with Gemini