POV Beauty, the high-growth skincare and cosmetic hybrid brand co-founded by digital creator Mikayla Nogueira and beauty industry executive Ani Hadjinian, has officially closed a $15 million Series A funding round. The investment was led by consumer-focused growth equity firm Silas Capital, with strategic participation from RÉDO Capital and original investor Imaginary Ventures. The new funding will be deployed to accelerate operational scaling, expand internal leadership, and bolster omnichannel retail distribution following the brand's rapid commercial expansion.
Launched in 2025, POV Beauty was created to bridge clinically tested skincare with high-impact cosmetic performance, specializing in skin prep products designed to enhance makeup application and longevity. The capital injection comes on the heels of the company's nationwide retail rollout across Sephora stores and online platforms throughout North America. First-week retail sales at Sephora exceeded initial inventory projections by 80 percent, underscoring strong consumer demand for the brand's product lineup, which includes popular formulas such as Drench It and Glaze It.
Nogueira, who built a global digital audience of over 21 million followers through her candid beauty product reviews, makeup tutorials, and humor-driven content on TikTok and Instagram, serves as the creative engine behind the label. Partnering with CEO Ani Hadjinian—a veteran executive who previously directed North American operations for luxury skincare brand Augustinus Bader—the venture represents a major step in creator-led beauty enterprises transitioning into sustained commercial retail brands.
Moving forward, POV Beauty plans to utilize the Series A capital to deepen its market presence on TikTok Shop, drive product pipeline innovations in skin prep formulations, and expand its dedicated consumer community platform. The investment position establishes the brand for continued international retail growth while broadening its presence across both digital and physical beauty landscapes.
