Mikayla Nogueira, founder of POV Beauty, documented her brand's launch on TikTok, a move initially met with apprehension from co-founder Ani Hadjinian. Despite concerns, Nogueira's approach resonated with her 16.7 million followers, leading to impressive sales. POV Beauty generated $1 million in just eight minutes post-launch but faced rapid sellouts, leaving many customers disappointed. The company's strategy included community engagement through giveaways and behind-the-scenes content, emphasizing their commitment to customer connection despite inventory challenges.
Nogueira emphasized that involving her audience in the launch process felt natural, given her established career on TikTok, where she shares personal makeup experiences.
Despite the overwhelming early success of POV Beauty—making $1 million in eight minutes—the founders faced the challenge of managing customer expectations due to rapid sellouts.
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