A Skincare Star Is Born

Ulta and Sephora have spent months locked in a pitched battle to land an exclusive partnership with Point of View, the D.T.C. skincare brand from self-taught makeup artist Mikayla Nogueira. The war is now over, and there are emerging signs about which direction the brand will go next.

So much of Nogueira’s appeal is based on the fact that she’s self-taught—a makeup expert without any classical training or an A-list clientele: that makes her relatable. Photo: Monica Schipper/Getty Images for The Business of Fashion

Rachel Strugatz

October 8, 2025

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For months, Ulta Beauty had been relentlessly pursuing an exclusive partnership with Mikayla Nogueira, whose viral skincare line, Point of View, has been one of the hottest new brands of 2025. Nogueira herself, after all, worked in an Ulta store before going on to become a self-taught makeup artist and TikTok influencer with some 17 million followers. In April, the company invited Nogueira to host its inaugural Ulta Beauty World expo in San Antonio, making her the star attraction among hundreds of brands. Later, as Sephora put forth a competing offer, Ulta dispatched its top executive, Kecia Steelman, to personally close the deal.