If you are one of Mikayla Nogueira’s 14.6 million TikTok followers, then you already know that one of the app’s biggest beauty influencers is getting married this weekend. But what you may not know is that she custom-created the lipstick and liner for her big day, with E.l.f. Cosmetics. The color resulting from the collaboration, which launched on Thursday, is cheekily named “Til Death Do Us Paht,” a reference to Nogueira’s famous Boston accent. Nogueira had partnered with E.l.f. before, and, as she struggled to find a lipstick she deemed perfect for her wedding day, she decided to reach out to the brand and ask if they’d like to work on one collaboratively.
Nogueira has been creating content on the app since the early days of Covid. Before becoming a full-time creator, she worked at Ulta Beauty. She has done product collaborations with brands including the indie makeup brand Glamlite and skin-care brand Glow Recipe, and has partnered on sponsored posts for brands including Charlotte Tilbury, L’Oréal, Maybelline, Rael and RoC.
In an April 2022 Glossy story, we reported on Nogueira’s ability to sell out a beauty product or catapult it into virality.
In late January, Nogueira was at the center of a TikTok controversy around a L’Oréal mascara ad she posted: She was accused of wearing false lashes in the “after” footage demonstrating the mascara’s results. After taking a few days off, Nogueira’s next video started with, “I’m sure we all know why we’ve all gathered here today. … It’s the month of love, bitches.” She never addressed the criticism further.
In the monthly Glossy Pop episode of the Glossy Beauty Podcast, Nogueira speaks to the harsh realities of being an influencer with nearly 15 million sets of eyes on her, the pros and cons of going viral (and that ubiquitous TikTok sound of her saying Kim Kardashian’s name), and the creation of her wedding-day lipstick.