Creator-led POV Beauty is taking its skin care-meets-makeup proposition to national retail, partnering with Sephora for an omnichannel launch across all Sephora stores and online beginning Sept. 3. Founded by beauty creator Mikayla Nogueira and beauty executive Ani Hadjinian, who has held roles at Bobbi Brown and Augustinus Bader, among other brands, the brand is built around a “skin care-prep” philosophy that combines skin care benefits with makeup-performance claims, positioning its products to work both on their own and underneath makeup.
The Sephora debut will feature five of POV Beauty’s hero products: Drench It Hydrating Priming Milk Toner, Drip It Nourishing Glow Serum, Whip It Hydrating Face Moisturizer, Glaze It Glazey Tack Primer and Amp It Lip Ampoules. The assortment reflects the brand’s focus on preparing and nourishing skin while helping makeup achieve longer-wearing, more polished results. Sephora’s current assortment also categorizes POV Beauty across both skin care and makeup, reinforcing the brand’s hybrid positioning.
For Nogueira, the move represents a significant step in translating the brand’s community-driven, social-first model into physical retail. “We built POV Beauty by listening to our community,” she said. “Seeing our brand launch at Sephora is an absolute milestone, giving our community a space to physically discover and play with our hero formulas.”
Hadjinian described the expansion as a shift from DTC to a broader omnichannel model. “Our launch into Sephora marks the next major chapter for POV Beauty, signaling our momentum and retail credibility,” she said. “We are evolving from a highly successful DTC brand into a national omnichannel business. 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 partnership also reflects Sephora’s interest in the growing convergence of skin health and makeup performance. “POV Beauty is redefining an emerging category at the intersection of skin care and makeup—and Sephora is proud to partner in bringing it to our clients across North America,” said Carolyn Bojanowski, EVP, merchandising at Sephora US. “With its high-performance, barrier-first formulas and unique approach to ‘skin care-prep’ before makeup, POV Beauty fills a meaningful whitespace in our assortment and reflects Sephora's longstanding commitment to offering brands that are shaping the future of beauty.”
POV Beauty's proposition taps into a broader industry shift toward routines in which barrier support, hydration and other skin benefits are expected to enhance makeup performance. Sephora’s national rollout gives that hybrid proposition a much larger platform and provides a test of whether creator-driven demand can translate into lasting retail behavior.
