The Story
POV Beauty is founded by Mikayla Nogueira, a creator with over 17 million TikTok followers known for authentic, unfiltered product reviews. When the brand launched on TikTok Shop in July, the results were immediate.
In the first 12 minutes, POV Beauty hit $12,000 in sales. The launch confirmed what Mikayla had suspected: her audience wasn't just watching—they were ready to buy.
The brand has since logged 483 hours of TikTok Live in 2025 alone. When they launched their Sculpt & Tone Arm Cream, a single 8-hour livestream generated over $100,000 in sales.
Total revenue through Lives has now reached $1 million, with 64 million impressions driving awareness across the platform. For beauty brands, live shopping has become not just a sales channel but a core part of product launch strategy.
"TikTok shoppers have an appetite for the recommendations of creators they trust. When that trust is combined with real-time interaction, the conversion rates are unlike anything in traditional e-commerce."
— Industry Analysis, Glossy