Mikayla Nogueira went from working the beauty counter at Ulta to becoming one of the biggest names in makeup content online, all starting with a single viral video during the 2020 pandemic lockdowns. Today, she has millions of TikTok followers, her own cosmetics brand, and a level of fame that’s led to some pretty wild claims about just how much money she’s actually made.
Here’s where it gets interesting: search her net worth, and you’ll find videos claiming she’s worth $100 million. But look closer, and those same videos often admit they’re pure speculation with zero real information behind them. More carefully written articles land somewhere much lower, generally between $2 million and $8 million.
In this article, we’ll discuss Mikayla Nogueira’s net worth, TikTok earnings, beauty career, business & lifestyle.
Quick Profile Overview
| Detail | Information |
| Full Name | Mikayla Jane Nogueira (now Mikayla Nogueira Hawken) |
| Date of Birth | June 13, 1998 |
| Age | 28 years old |
| Birthplace | East Freetown, Massachusetts, United States |
| Education | Communications degree, Bryant University (graduated 2020) |
| Before Fame | Worked as a beauty advisor at Ulta |
| Occupation | Social media influencer, businesswoman, makeup artist |
| Career Start | Went viral in 2020 with a “Catfish Challenge” makeup transformation video during COVID-19 lockdowns |
| TikTok Followers | Over 17.4 million |
| Business | Co-founder of the cosmetics brand POV Beauty |
| Personal Life | Married Cody Hawken in 2023 |
| Most Commonly Cited Net Worth (careful sources) | $2 million to $8 million |
| Widely Circulated but Unverified Claim | $100 million, originating from speculative TikTok videos |
Who Is Mikayla Nogueira?
Image Source: Pixabay
Mikayla Nogueira is an American social media influencer and businesswoman born on June 13, 1998, in East Freetown, Massachusetts. Her mother, Patrice, works as a school counselor and artist, and her father is Michael Nogueira; she has an older brother and an older sister, and her family is mostly of Portuguese descent. She studied communications at Bryant University, graduating in 2020, and before her online fame took off, she worked as a beauty advisor at Ulta, gaining hands-on experience with makeup products and customer service.
Her life changed during the COVID-19 lockdowns in 2020, when she posted a viral “Catfish Challenge” makeup transformation video on TikTok. That single video launched her into beauty influencer stardom, and she’s since built a following of over 17.4 million on the platform, known for her bold personality, distinctive Boston accent, and highly detailed makeup tutorials. She’s also the co-founder of POV Beauty, her own cosmetics brand, and married Cody Hawken in 2023.
Mikayla Nogueira’s Net Worth
Here’s the honest picture, and it’s a genuinely dramatic split: on one side, you have written, more detailed net worth articles that generally land between $2 million and $8 million. On the other side, you have a wave of TikTok videos claiming her net worth is around $100 million, but if you actually read what those videos say, several explicitly admit they’re “a guess and ALLEGED,” with “zero official information,” made purely “for entertainment purposes.”
Comparing the Estimates
| Source | Estimated Net Worth | Notes |
| Dooper Magazine | $3 million to $5 million | Cites TikTok sponsorships and brand collaborations as her main income sources |
| The Star Worths | Around $8 million | Describes her growth from roughly $2–3 million a few years earlier |
| The Salford Magazine | $2 million to $7.8 million | Notes the exact figure “isn’t officially confirmed” |
| Various TikTok videos | Around $100 million | Multiple videos making this claim openly state it’s speculative, with “zero official information” behind it |
This is worth being really direct about: a $100 million claim that’s being widely shared and repeated originated from content that admits, in its own text, that it’s a guess. That’s a big difference from a researched estimate, even an imperfect one. Given that, the $2 million to $8 million range from the more carefully written sources is by far the more trustworthy picture, even though it’s still not an officially confirmed number.
TikTok Earnings
TikTok is where Mikayla Nogueira’s fame started, and it remains a major part of her income today.
- Brand sponsorships: This is described as her primary income source, with major beauty and lifestyle brands paying for sponsored content given her large, highly engaged following.
- Platform monetization: Beyond direct sponsorships, TikTok’s creator fund and bonus programs add a smaller, ongoing income stream tied to video performance.
- Affiliate income: Product links and affiliate partnerships, common among beauty influencers, likely add further income on top of straightforward sponsored posts.
- Cross-platform presence: She’s also active on other platforms beyond TikTok, which likely contributes additional income, though this isn’t broken down in detail across most sources.
Beauty Career
Image Source: Pixabay
Mikayla Nogueira’s path into beauty content wasn’t purely accidental, she had real, hands-on retail experience working as a beauty advisor at Ulta before her online career took off, giving her genuine product knowledge that shows up in her detailed tutorials. Her 2020 viral moment, a “Catfish Challenge” makeup transformation posted during pandemic lockdowns, came at a time when audiences were spending more time online than ever, a combination that helped her content spread quickly.
Her career hasn’t been without controversy, though. In 2023, she faced significant public backlash after allegations that she used false eyelashes while promoting a mascara as delivering natural, clump-free lash results, without clearly disclosing that detail to viewers, a controversy that drew attention from beauty influencer watchdogs and was widely discussed in coverage of “deceptive marketing” among top creators. Despite that controversy, her following and business ventures have continued growing, suggesting her core audience has largely stayed loyal.
Business
Beyond pure content creation, Mikayla Nogueira has built out real business ventures tied to her beauty expertise.
- POV Beauty: She co-founded this cosmetics brand, moving from simply reviewing and promoting other companies’ products to selling her own.
- Brand collaborations: Beyond her own line, she continues working with established beauty brands on sponsored campaigns and collaborations.
- Real estate: Some sources mention investment in property, including a described “luxury home,” though specific details and values aren’t well documented across sources.
As of the most recent available information, she collaborates with outside brands but has not launched what’s described as a fully independent product line beyond POV Beauty, suggesting her business is still expanding rather than fully diversified across multiple ventures.
Lifestyle
Image Source: Pixabay
Mikayla Nogueira’s life is all about beauty, clothes, and her own image as a successful beauty influencer. Some say she has bought a few properties, including a house, but there is no real info on how much she actually spends on material things.
She got married to Cody Hawken in 2023, and she has shared nearly every detail of her life with her 8.9 million followers. It’s true that Mikayla has kept most of her private life quite secretive, but apart from what she has shared with her audience, there isn’t really much else that is known about her spending habits.
Frequently Asked Questions (FAQs)
1. What is Mikayla Nogueira’s net worth?
More carefully researched sources estimate it between $2 million and $8 million. A claim of $100 million on TikTok has a noted source, if one reads the fine print in the videos: it’s all hot air, with no basis in reality.
2. How old is Mikayla Nogueira?
She was born June 13, 1998, in East Freetown, Massachusetts, and as of this writing, she’s 28 years old.
3. How did Mikayla Nogueira become a social media star?
In 2020, during the COVID-19 pandemic, she went viral for her “Catfish Challenge” makeup transformation video on TikTok. It propelled her to internet stardom as a beauty influencer.
4. What did Mikayla Nogueira do before her social media career took off?
While working at Ulta, she studied communications at Bryant University, graduating in 2020.
5. Does Mikayla Nogueira have a cosmetics company?
Yes, she co-founded the cosmetics company POV Beauty.
6. Is Mikayla Nogueira married?
Yes, as of summer 2023, she married Cody Hawken.
7. Why is there such a huge discrepancy in the reported net worth of Mikayla Nogueira?
Carefully written net worth articles put it at around $2 million to $8 million, while a claim of $100 million worth of TikTok videos has a noted source, if one reads the fine print in the videos: it’s all hot air, with no basis in reality.
8. Did Mikayla Nogueira get into any kind of controversy?
Yes, in 2023, she was accused of using fake eyelashes to demonstrate a mascara, giving the false impression that it didn’t cause clumps.
9. How many TikTok followers does Mikayla Nogueira have?
Per Wikipedia, she has more than 17.4 million TikTok followers as of this writing.
10. How does Mikayla Nogueira make money?
The majority of her income comes from TikTok brand deals and sponsorships, and her cosmetics brand POV Beauty.
Conclusion
Mikayla Nogueira built her reputation as an Ulta beauty advisor, and later lost it in part due to a major public relations crisis. Nevertheless, her status as a successful TikTok beauty influencer is difficult to dispute due to a single successful video that went viral while everyone was stuck at home. In addition, she is an interesting study in the creator economy due to having retained her following despite a significant controversy in 2023.
When it comes to her net worth, the most accurate figures depend on which source is used. The more carefully researched ones tend to lean towards $2 million and $8 million, but a $100 million net worth figure mentioned on TikTok itself is almost certainly based on a piece of conjecture.
It is always important to research any statistics that mention such a large sum, and in this case, the more grounded one appears to be several times lower than the speculated value.
Read the full article here