Hailing from SouthCoast, TikTok star Mikayla Nogueira teams up with Glamlite
FREETOWN – When Mikayla Nogueira wrote a business plan for a makeup career in social media at the age of 15, she had no idea it would come true.
Today she is posting videos on TIC Tac, sharing her in-depth makeup knowledge with her 5.7 million followers.
Originally from Freetown and the New Bedford area, Nogueira grew up loving makeup. She wrote the 50-page business plan in a competition, not expecting it to lead to anything. The plan spelled out how she would set up a YouTube channel, run an Instagram account, and teach her viewers how to wear makeup. After winning her category, she was sent to Florida to pitch her idea. This was back when the influence of social media was not a popular career option.
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The pandemic offered an opportunity
Fast forward to 2020 when the pandemic struck. Nogueira was sent home after her final year of college at Bryant University. Stuck at home doing nothing, she said she was fed up with putting aside her passion for makeup. Her mother was a distance teacher and the students expressed interest in TikTok, so she based her lessons on fun and creative trends inspired by TikTok. Nogueira was unsure of the nature of the platform, but once she saw how users were gaining subscribers almost overnight, she saw a “light bulb opportunity to expand the dream that I pushed in my heart and in my life “.
One Sunday, Nogueira posted her first TikTok, a transition from no makeup to a full face of cosmetics. Before she knew it, she noticed a dramatic increase in the number of followers on all of her social media accounts. News articles began to mention his account and his videos appeared on national television. After creating her TikTok account in March 2020, she had 1 million followers in August. Today, Nogueira has a total of 5.7 million subscribers and continues to grow.
“I felt so selfish. I felt so guilty and horrible that at a time when people are losing their jobs and struggling financially, small businesses are closing … seeing it all happen as my dreams come true. makes me feel bad, ”she said. mentionned.
Once it went viral, she reassessed her life and career goals. She completed her college education at the behest of her parents, but when she was hired as a human resources representative at a bank, she declined the offer and decided to pursue her passion.
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“If I didn’t create this TikTok account during spring break, I’d be a human resources rep at a bank, doing something I’m not happy to do and just sorting out,” she said. “Everything happens for a reason. It has changed my life.”
Nogueira built her business from scratch, fully isolated during the pandemic. What’s unique is that she did it all on the South Coast rather than in a big city like New York or Los Angeles.
“The thing I’m most proud of is being from SouthCoast, Massachusetts,” she said. “I’m more than proud that I don’t have to be from a big city to get to where I am. You can be or do whatever you want to do with your life, no matter where you are from.”
Does not fit the TikTok “influencer” mold
Nogueira said she doesn’t think of herself as the typical social media influencer. She said her deep voice and New England accent drew many of her supporters. As she gained popularity, she hasn’t tried to fit into the “influencer mold” that many designers do in order to maintain a certain image.
“People don’t want that perfectly polite person who will turn things around to fit an influencer lifestyle,” Nogueira said. “This is something I will never do 100%. I’m not incredibly beautiful, I’m just Mikayla. Clearly the internet is okay with that.”
Nogueira recognizes that while online communities can be extremely supportive, there are always a few people trying to stir the pot.
“I have worked really hard to keep only positive feedback,” she said. “I want to create a safe and positive space.”
Recently, the self-taught makeup artist announced her collaboration with the Glamlite brand, a project she had been working on for a year. She launched a now sold out eyeshadow palette with shade names resembling the house, such as “New Beige”, “Portagee”, “Freetown” and “Masshole”. She is currently in California for the launch of her makeup line.
While moving to New York or LA isn’t on the cards, Nogueira admits she can’t keep growing if she just stays in Massachusetts, so she plans to travel.
“People forget that airports exist,” she said. “I can stay where I like to call home and I have no desire to leave, but if I want to experience a real life as an influencer, it’s only one minute away. plane flight.”
New merchandise with its slogan, “What’s Poppin ‘?” is set to launch soon, and Nogueira has developed her image and been the inspiration for several YouTuber videos, including Manny MUA, Rachh likes and RawBeautyKristi, and she did online interviews with Allure and Vogue.
“Everyone saw this potential in me to do something bigger than what I allowed myself to do,” said Nogueira.
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Standard-Times Editor Kerri Tallman can be reached at [email protected]. Follow her on Twitter at @ktallman_SCT for links to recent articles.
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