What POV Beauty’s Series A Led by Silas Capital Discloses After Its Sephora Debut
POV Beauty, co-founded by Mikayla Nogueira, announced a Series A led by Silas Capital on 19 October 2026. The round size was not disclosed; the brand is sold in Sephora.
On 19 October 2026, POV Beauty announced a Series A funding round led by Silas Capital, with participation from RÉDO Capital and Imaginary Ventures. The company issued the announcement from Los Angeles through PR Newswire at 11:28 ET. The release did not disclose the size of the round.
POV Beauty is a skin prep brand co-founded by beauty creator Mikayla Nogueira and Ani Hadjinian, who serves as co-founder and CEO. The Series A follows a direct-to-consumer launch in March 2025 and a national retail debut at Sephora in September 2026. The company’s release describes that Sephora launch as taking place in all Sephora stores nationwide and online.
Two Co-Founders With Different Roles
Modern Retail reports that Mikayla Nogueira is a mega influencer with more than 17 million TikTok followers. Inside Retail reports that she has a close relationship with her audience and a strong sense of what consumers want.
Inside Retail reports that Nogueira supplies the consumer insight, while Ani Hadjinian builds the operations. Hadjinian began her career in investment banking before moving into beauty at The Estée Lauder Companies through internal M&A. Inside Retail reports that she later worked on Bobbi Brown, Tom Ford Beauty and Augustinus Bader.
According to Inside Retail, Hadjinian describes her background as on the operating side, taking the brand’s creator-driven insight and building it into something that can scale. According to Inside Retail, the brand’s name, Point of View, reflects the idea that beauty is personal and that each person brings their own perspective.
TikTok Shop Sales Figure
Modern Retail reported on 24 September 2026 that Sephora’s TikTok Shop had sold close to 2,300 products, limited to POV Beauty and Sephora Collection items.
How the Series A Is Structured
Silas Capital, described in the release as a consumer growth equity and venture capital firm, is the lead investor. RÉDO Capital joined as a participating investor. Imaginary Ventures, which the release calls the brand’s original investor, also took part in the round.
Brian Thorne, a partner at Silas Capital, described the partnership as part of the brand’s hyper-growth chapter. The release does not state the round size or the brand’s revenue.
The release lists four uses for the money: growth in Sephora, expanding the team, growing the TikTok Shop business, and developing hybrid products that combine skincare and cosmetics.
Lusa Zhou, co-founder and managing partner at RÉDO Capital, praised the brand’s position in skin prep. Kelly Dill of Imaginary Ventures said the firm recognised early that the brand was something special.
From Direct Sales to Sephora Shelves
Inside Retail reports that POV Beauty began selling direct-to-consumer in March 2025. It says the brand generated roughly US$1 million in sales within the first several minutes of launch. Demand ran ahead of the company’s expectations, which forced quick increases in inventory, production and operations.
Inside Retail reports that the company responded by setting up faster communication between its sales and supply chain teams, cutting response time from a monthly cycle to a matter of days. It also brought in experienced operators to build out the business infrastructure.
Hadjinian said wholesale was always part of the plan and that Sephora was chosen because it works well with emerging brands. Launch priorities included education, field support, inventory and marketing.
Modern Retail’s report of 24 September 2026 places the brand’s holiday set at Sephora in the same month. The October release describes a launch in all Sephora stores nationwide and online. It also says the brand recently rolled out a community app.
Creator Livestreams on TikTok Shop
Modern Retail reports that Sephora’s TikTok Shop launched with a livestream hosted by Nogueira. As of the report, Sephora’s TikTok Shop had sold close to 2,300 products, limited to POV Beauty and Sephora Collection items. Sephora plans to add future products on a monthly drop model.
A 12-piece holiday set with a $327 value sells for $265, according to the same report. The set is not sold on Sephora’s website, and its product page directs shoppers to TikTok Shop.
Modern Retail cites NielsenIQ data ranking TikTok Shop as the No. 4 U.S. health and beauty retailer. The same report says the channel’s health and beauty sales since its 2023 U.S. launch had topped $4.4 billion as of May.
Blaine Nielsen, president of retailers at e-commerce agency Rithum, told Modern Retail that retailers generally prefer that shoppers come to their own domain. He also questioned whether TikTok buyers become repeat customers. Ashley Banks, chief client officer at Iced Media, said a creator can prompt a purchase for something a shopper was not looking for.
Modern Retail also reports that Ulta Beauty joined TikTok Shop in July with a perfume launch featuring Ice Spice. In March, a four-hour livestream with Nogueira helped the brand Snif reach its biggest sales day ever.
The company did not disclose the round size, but it named its lead investor and two participating firms.
What Founders Can Compare in This Sequence
The reporting shows a sequence: direct-to-consumer sales from March 2025, national retail at Sephora in September 2026, creator-led selling on TikTok Shop, and a Series A announced in October 2026.
Hadjinian told Inside Retail that the company is aiming for a real business rather than a short burst of attention. She said she wants POV to become one of the examples of creator-led brands that became enduring companies.
Banks told Modern Retail that Sephora is testing whether its brand-building strength lets it take part in discovery moments, and that curation and human connection are key for stores to keep shoppers coming in person. The announcement names the channels and the investor roles in one place: Sephora stores and online, TikTok Shop, and a lead investor with two participating firms. The release does not give the round size, valuation or revenue.
What Has Not Been Announced
The October release does not state the size of the Series A. The release gives no valuation or revenue figure for the round.
The sources give no Sephora sales figure for POV Beauty. The close-to-2,300 figure covers Sephora’s TikTok Shop channel, not the brand’s total sales.
The March 2025 direct-to-consumer launch and the roughly US$1 million in early sales come from Inside Retail’s report. A second outlet has not confirmed those numbers.
The release does not give the round size, and the sources give no Sephora sales figures or later revenue update.
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