In the year 2025, beauty influencers aren’t just swatching different lipstick shades and testing viral makeup products. Influencers are now making their mark in industries that go far beyond the makeup industry.
From skincare to fragrance and even lifestyle products, Gen Z creators are proving they’re more than just social media stars
Mikayla Nogueira’s Latest Skincare Invention
Mikayla Nogueira is a beauty guru known for her honest makeup reviews on Tiktok. She has built a brand around her thick Boston accent and the authenticity that she brings to her videos. Mikayla first went viral in 2020, at the height of the Covid-19 pandemic. On Tiktok, she shared her raw and honest review of makeup products.
Nogueria’s relatability is what drew her followers to her content. She is also extremely knowledgeable about the products she’s reviewing which quickly earned her millions of followers on various social media platforms.
Mikayla has collaborated with many successful brands such as Rare Beauty, Charlotte Tilbury, and Glow Recipe.
After a few years of establishing her brand and a credible source in the makeup industry, Mikayla is stepping into skincare. The brand is called “Point of View” which is set to launch March 26, 2025. POV is a skincare line that focuses on skin prep and priming.
Mikayla told People magazine, that she had “an itch to do something bigger.”
She started this brand because she felt there were no brands out that people could find the right steps in front of them. Nogueria has spent years telling her audience about the importance of skincare prep, so it was only right she made her own brand.
The line consists of a milky primer with fermented water, a glow serum with niacinamide and hyaluronic acid, a whipped barrier cream, and a blurring primer.
The brand is fairly new, but it’s already getting great reviews. One skincare reviewer said, it left his skin looking “glassier and softer.” He also expressed the primer was extremely lightweight and a standout.
Given Mikayla’s past beauty collabs and deep knowledge, her brand is bound to make waves in the skincare industry.
Monet McMichael’s Signature Scent
Monet McMichael is a social media darling with an effortless style and beauty. She has over 3.8 million followers. She has captivated her audiences with her creative GRWM and warm personality.
Before McMichael was an influencer, she was a normal college student attending Rutgers University obtaining her Bachelors in Nursing.
Monet has had sponsorships with MAC, Google, and L’Oreal. Since blowing up on Tiktok, McMichael has expanded her brand far past makeup. She now makes fashion, lifestyle and travel videos.
Creating a fragrance is such a personal and luxurious extension of beauty, so it makes sense why Monet decided to make a fragrance. Rose Era launched in June of 2024. It’s currently sold in Ulta and comes in two sizes.
Monet’s collab with Snif is the first solo brand to be sold in Ulta stores. Reviews for the perfume have been great. It has strong lasting power, and smells “fruity, sweet, and rosey.”
After almost a year in stores, Rose Era continues to be a sample scent. Monet’s entrance into the industry is both bold and brilliant.
Rose Era reflects the warm and inviting aesthetic that she brings to her content. Monet is constantly one-upping herself in the beauty industry and continues to be a Gen Z trendsetter.
The Future of Influencer-Owned Brands
As social media stars turn into business moguls, one thing is clear, Gen Z is shaping the future of beauty and beyond.
Their ability to connect with audiences, spot and create trends, and even design must-have products makes them a force in every industry they enter.
Who knows what’s next? Maybe home decor or stepping into the technology space, but if there’s one thing influencers know, it’s how to turn a passion into a multi-million dollar brand.
