Not-So-Flawless Facade: Mikayla Nogueira & Dishonesty in the Beauty World
Updated: Oct 14
Editorial Note: This article is commentary and analysis based on publicly available videos, statements, reporting, and other materials. Some of the matters discussed involve allegations or disputed claims, which are identified as such where applicable. Opinions and interpretations expressed are my own. This article is intended to examine issues surrounding influencer marketing, advertising transparency, and consumer trust.
In 2024, I published an article on Medium titled Not-So Flawless Facade: The Drama and Deception of Mikayla Nogueira. It covered some of the controversies surrounding one of TikTok's biggest beauty influencers, from questionable product demonstrations to accusations of excessive filtering and misleading advertising.
Two years later, I'm revisiting the subject: and unfortunately, there's quite a bit more to discuss.
I've written more than 110 articles on Medium, a book, and countless articles for my own websites and others.
I don't write exposés particularly often. When I do, it's because I believe there's something worth examining beyond the usual social media drama.
This is one of those occasions.
Mikayla Nogueira has built an enormously successful career reviewing and recommending beauty products.
Her opinions can influence purchasing decisions, introduce relatively unknown brands to enormous audiences, and shape how viewers think makeup and skincare should perform.
That's a considerable amount of influence and with that influence comes a considerable responsibility.
Over the years, Mikayla has faced criticism surrounding advertising transparency, product demonstrations, the appearance of her videos, and her interactions with other businesses.
But what interests me most isn't simply the controversies themselves.
It's the people affected by them:
Teenagers wondering why their foundation doesn't look as flawless as it does on TikTok.
A single mother spending $40 on a product because an influencer made it look extraordinary. (True story, I've seen this happen a lot in the beauty space).
The small business owner hoping that a promised review might finally give their company the exposure it needs.
These are the people I want to talk about, because when enormous financial incentives collide with consumer trust, it's often ordinary people who experience the consequences.
I want to acknowledge the r/MikaylaNogueira subreddit, where members have spent considerable time collecting videos, screenshots, public statements, and examples of inconsistencies they believe deserve attention. Their work has helped keep these conversations visible.
This article won't examine every controversy surrounding Mikayla's personal life.
I'm interested in her professional conduct as a beauty influencer and how that conduct affects consumers, brands, and the wider beauty industry.
Obviously, we have plenty to unpack!
Mikayla Nogueira and the Ongoing Filter Controversy
One of the longest-running criticisms surrounding Mikayla's content involves the alleged use of beauty filters and digital alterations. And in 2026, the controversy resurfaced.
In March, Mikayla addressed accusations that her online appearance differed significantly from footage captured at a public event. She denied using face-altering filters in her videos.
Then, in September 2026, she addressed the subject again after comparisons between her social media content and event photographs circulated online.
Once again, she made an 8-minute-long diatribe laced with profanities, denying using beauty filters.
Full of excuses, she attributed differences in her appearance to factors such as lighting, cameras, and lenses. Most discerning watchers remained unconvinced.
For me, however, the more interesting question isn't whether someone looks different in two photographs.
It's whether viewers are seeing an accurate representation of the beauty products being demonstrated. And that's where things become much more complicated.
Why Filters Matter in Beauty Advertising
Let's establish something first: There's nothing inherently wrong with using a beauty filter: on personal photos.
People use filters for all sorts of reasons, and I'm not interested in policing what someone does with their personal photographs.
But reviewing and advertising beauty products while manipulating your image is different.
Imagine watching a foundation review where the creator's skin appears completely smooth. There's no visible texture, no noticeable pores, and the product seems to glide over every imperfection.
You hurry out to buy the foundation, try it on, and it looks nothing like how it did in the TikTok video you watched. Why? Because real skin has all kinds of beautiful & normal texture.
Foundation settles into fine lines. Some products emphasize dry patches. Certain formulas cling to pores or separate throughout the day.
Those details are precisely what consumers need to see when deciding whether a product is worth purchasing. Now imagine that the original video had been digitally smoothed.
The viewer wouldn't necessarily be evaluating the foundation anymore. They'd be evaluating the foundation and the digital effect together.
That's a serious distinction. A filter that reduces the appearance of pores could make a mediocre foundation appear exceptional. Digital enhancement could also exaggerate the apparent performance of concealers, blushes, contour products, and skincare.
And viewers might spend their hard-earned money trying to recreate results that weren't entirely produced by the product.
Where Advertising Standards Come In
The Federal Trade Commission requires advertising endorsements to be truthful and not misleading. Influencers must also clearly disclose material relationships with brands when those relationships could affect how consumers evaluate their recommendations.
Those requirements matter because consumers deserve to understand what they're being sold.
Whether a particular filtered advertisement violates advertising law depends on the circumstances, including the claims being made and whether the presentation is materially misleading.
But even when something isn't established as a legal violation, I think we can still question whether it's ethical.
If an influencer is demonstrating a product designed to improve the appearance of skin, shouldn't viewers be able to see what that product actually does? Spoiler alert, it doesn't.
The Effect on Women and Younger Viewers
There's another aspect of this controversy that deserves attention.
Beauty influencers aren't only selling products; they're also showcasing an expectation.
When viewers repeatedly encounter seemingly poreless skin, perfectly blended makeup, and faces without visible imperfections, those images can begin to feel normal.
And that's a problem when real skin doesn't behave that way.
Younger viewers may be particularly vulnerable to unrealistic beauty expectations, especially when they're still developing their understanding of appearance and self-image. Adults aren't immune, either.
I've certainly looked at a makeup demonstration and wondered why a product didn't perform the same way on me. This is why I no longer buy items to review based on influencer marketing.
I find Reddit is a great place to get real reviews on items. Bot reviews are usually called out on there, thankfully.
So, the answer isn't always that the product is bad. Sometimes it's lighting, application technique, camera settings, or differences in skin type. And sometimes digital alterations may play a role.
Consumers deserve enough transparency to understand the difference.
This is why I think the ongoing discussion surrounding Mikayla's videos matters.
It's not about demanding that she look perfect in every photograph.
It's about ensuring that beauty advertising gives viewers a fair opportunity to judge the products being promoted.
The problem goes far beyond one creator. As influencers become one of the biggest ways we learn about new products, it can be difficult to tell where genuine recommendations end and marketing begins. I explored that relationship more in Beauty Influencers: Friends or Foes?, including what it means for the people relying on these recommendations before spending their money. I also included some ethical beauty creators you can follow for trustworthy reviews!
The Playing in Makeup by Yolondo Controversy: When an Influencer's Words Can Damage a Small Business
One controversy that I don't think received nearly enough attention involves Playing in Makeup by Yolondo (PIMBY), a Black woman-owned cosmetics company founded by Yolondo Salmon-Thomas.
Yolondo isn't someone who decided to launch a makeup brand overnight.
She's a professional makeup artist who spent considerable time researching manufacturers and developing products that delivered the pigmentation she wanted. According to her company's history, she tested products from dozens of suppliers before finding formulas that met her expectations. PIMBY
And that pigmentation became one of her brand's selling points. And her products are excellent from what I've read online. I plan to buy and review something from her in the future!
The Vaseline Accusation
In November 2022, Mikayla Nogueira posted a video attempting to recreate one of Yolondo's impressive eyeshadow swatches.
PIMBY had attracted attention for demonstrating intensely pigmented eyeshadows that could produce long, vibrant swatches across the skin.
But during her demonstration, Mikayla suggested that Yolondo might be using Vaseline underneath her swatches to make the eyeshadow appear more pigmented.
"Don't quote me on this, but I heard she uses Vaseline to make those really long swatches".
I haven't found evidence substantiating the Vaseline claim. It's also worth noting that Mikayla had her own eyeshadow collaboration around this period, although that alone doesn't establish any connection between the collaboration and what she said about PIMBY.
Think about what that implies: rather than simply evaluating the product, Mikayla introduced the possibility that the brand's demonstrations weren't entirely genuine.
And she did so in front of an enormous audience. Rightfully so, Yolondo publicly challenged the suggestion, defending her products and the integrity of her demonstrations.
The dispute prompted considerable discussion among beauty consumers, including people questioning why Mikayla had introduced the Vaseline allegation in the first place.
I think this is where influencer responsibility becomes particularly important. There's nothing wrong with reviewing a product critically.
If an eyeshadow doesn't perform well, say so. If the pigmentation is disappointing, demonstrate it.
But suggesting that a small business is manipulating its product demonstrations is a different matter entirely.
That's a claim that can affect the business's credibility. And credibility is something small brands often spend years building. And trust can be eroded in seconds, which is something Mikayla has learned the hard way.
The Airport Encounter
The story didn't end with the original video. In November 2024, Yolondo discussed an encounter with Mikayla at LaGuardia Airport during a TikTok livestream.
According to Yolondo's account, she approached Mikayla and questioned why she had suggested that PIMBY used Vaseline underneath its eyeshadow swatches.
Yolondo said she had hoped for an acknowledgment or apology.
Instead, she recounted Mikayla responding by congratulating her on the success of her concealer.
The remark was interpreted by some viewers as implying that Mikayla deserved credit for bringing attention to Yolondo's business.
However, that interpretation is not something Mikayla has independently confirmed. Reddit
And here's what bothers me about the situation.
Yolondo wasn't asking for a glowing review: she was questioning why a major influencer had publicly suggested something about her product demonstrations that she disputed.
Those are two very different things.
Why These Actions Matters for Black-Owned Beauty Businesses
The beauty industry has made progress toward greater inclusivity, but smaller Black-owned cosmetics brands still face challenges competing for visibility against established companies.
For an independent business owner, reputation matters enormously, customers need to trust that the products perform as advertised.
They need confidence in the company's expertise.
And they need to believe that the demonstrations they're watching are genuine.
When an influencer with millions of followers questions that credibility, the resulting conversation can reach far beyond the original video.
Even if the allegation is challenged, the first impression may linger. And unlike a major beauty corporation, a small business may not have a public relations team, legal department, or substantial marketing budget to respond.
That's the power imbalance I think deserves more attention. Mikayla has every right to review products and share her experiences.
But having a large audience also means understanding the potential consequences of what you say.
If you're going to suggest that a business is using something to exaggerate its product's performance, I believe you should have evidence to support that suggestion.
And if the business owner challenges it, I think addressing the concern directly is the professional thing to do.
The Bigger Issue: Who Gets Believed?
There's another aspect of this controversy that I find upsetting.
When an established influencer criticizes a smaller brand, the audience may instinctively give more weight to the influencer's opinion. And at this point, Mikayla was trusted in the beauty community.
After all, they're the familiar face: they're the person viewers have watched for years and they're the one with millions of followers.
But popularity isn't proof of trustworthiness and accuracy. And Mikayla is a good example of this.
Even with a lack of trust overall, having a larger platform doesn't automatically make someone's version of events more credible.
Yolondo built a cosmetics business around her professional experience and the performance of her products.
She deserved to have her concerns addressed on their merits, regardless of how many followers she had compared with Mikayla. A small business owner's reputation shouldn't become collateral damage in the pursuit of engaging beauty content.
That's why I believe this controversy deserves a place in a larger conversation about accountability in the beauty industry.
Why These Controversies Matter to the Beauty Industry
The beauty industry depends heavily on trust.
Consumers want to believe that the people recommending products have actually tested them, that the results shown are representative, and that financial relationships are disclosed.
Small businesses want to believe that creators will communicate professionally and follow through on commitments.
And brands want consumers to have confidence in their advertising. When that trust begins to erode, everyone is affected. And the problem extends far beyond Mikayla Nogueira.
It's an industry-wide issue involving influencer marketing, digital editing, sponsorships, and the growing difficulty of distinguishing genuine recommendations from advertising.
But creators with enormous audiences have an especially important role in shaping expectations. Their content doesn't exist in a vacuum.
It influences what people buy, how they see themselves, and which businesses receive attention.
And I think it's entirely reasonable to expect a higher standard of transparency from people whose recommendations carry that much weight.
DID YOU KNOW?
Beauty influencers may need to disclose more than paid sponsorships. Free products, discounted items, affiliate commissions, and other brand relationships can also require disclosure under FTC guidelines.
How to Spot Undisclosed Influencer Ads (and What to Do About Them)
One thing I hope readers take away from this article is that you don't have to accept every beauty recommendation at face value.
Influencers can earn substantial amounts of money promoting products, and there's absolutely nothing wrong with that. Creating content is work, and creators deserve to be compensated.
The problem begins when viewers aren't given the information they need to recognize advertising.
The Federal Trade Commission (FTC) has guidelines requiring influencers to clearly disclose material connections with brands, including payment, free products, and other benefits.
And no, simply tagging a brand or thanking them doesn't necessarily count as an adequate disclosure.
You can read the FTC's official Disclosures 101 for Social Media Influencers for a breakdown of the requirements.
I have reported many influencers for undisclosed ads, and purchases required during giveaways. Live videos are also where I've seen potentially non-compliant giveaways take place. Because they disappear after they're aired, the evidence is gone. Unless the FTC does an investigation.
Here are some red flags that can indicate it's time to file a report...
Red Flags to Watch For in Beauty Influencer Videos
Not every enthusiastic product review is secretly sponsored. However, there are certain things worth paying attention to.
No visible disclosure: An influencer enthusiastically promotes a product, but there's no indication of whether they have a financial relationship with the brand.
Hidden hashtags: A disclosure such as #ad or #sponsored is buried at the bottom of a lengthy caption, where most viewers won't see it.
Vague language: Phrases like "Thanks to this amazing brand!" or "So excited about this collab!" don't necessarily explain whether the creator received compensation.
Affiliate links without explanation: The creator encourages viewers to shop through a link or use a discount code without clearly explaining any commission or financial benefit.
Disclosures that disappear: A sponsored label appears so briefly that viewers barely have time to read it.
The FTC expects disclosures to be clear, noticeable, and understandable. For video endorsements, disclosures should appear within the video itself rather than relying solely on the description.
Remember: These are warning signs to investigate, not proof that an influencer has violated advertising regulations.
What Should You Screenshot?
If you come across a beauty influencer's video that you believe contains undisclosed advertising, it's worth documenting what you actually observed.
Social media content can be edited, deleted, or changed, so preserving the original context is important.
Here's what I recommend saving:
The original video: Save a screen recording showing the product recommendation, including any statements about the product.
The caption: Screenshot the entire caption, including hashtags and any disclosure language.
The creator's username: Make sure the account name and identifying information are visible.
The date and link: Record when you saw the content and copy the direct URL.
Product links or discount codes: Screenshot any affiliate links, promotional codes, or shopping links associated with the recommendation.
Evidence of a brand relationship: If publicly available, preserve relevant posts identifying sponsorships, gifted products, or partnerships.
Try to capture the complete context rather than isolated sentences.
And don't edit your screenshots in a way that changes what was originally presented.
How to Report Potentially Undisclosed Advertising to the FTC
You don't have to be a lawyer or advertising expert to raise a concern about potentially misleading advertising. And you don't have to be a U.S. citizen to report a situation to the FTC.
If you believe an influencer has failed to disclose a material relationship with a brand, you can submit a report to the FTC.
Here's how:
Visit the FTC's official ReportFraud website.
Select Report Now.
Follow the prompts for the advertising or business practice you're reporting. Choose an appropriate alternative if there isn't an exact category.
Provide the influencer's name, the brand involved, and the link to the content.
Explain why you believe the advertisement may be misleading or inadequately disclosed.
Describe any supporting evidence you've preserved, including screenshots or recordings, and follow any instructions provided for submitting evidence.
The FTC accepts reports about potentially deceptive business practices, even when the person reporting hasn't personally lost money.
You can also report the content through the social media platform's reporting tools when an appropriate category is available.
Why Reporting Matters
You might wonder whether reporting a single influencer video actually accomplishes anything.
The FTC uses consumer reports to identify patterns of potentially deceptive conduct and support investigations.
A report doesn't automatically mean someone has broken the law, and the FTC doesn't investigate every individual submission.
But reports can help regulators understand where consumers are encountering problems.
We need to speak up when we see potentially deceptive advertising, regardless of how large someone's following might be.
When you purchase a foundation, mascara, skincare product, or any other beauty item based on someone's recommendation, you deserve to know whether that person has a financial interest in convincing you to buy it.
Advertising isn't the enemy. Dishonesty and a lack of transparency are the problem.
The more consumers understand their rights, the harder it becomes for misleading advertising practices to go unquestioned.
It's Not Just Drama. It's About Accountability.
I don't believe beauty influencers should be expected to be perfect. They're human. They make mistakes. They change their minds. And nobody should be subjected to harassment or attacks on their appearance because of a disagreement about makeup.
But criticism of professional conduct is not the same thing as attacking someone's appearance. Mikayla has sometimes characterized criticism of her appearance as people calling her ugly, even when some of the criticism has instead focused on alleged filtering and digital alteration.
Questioning the accuracy of a product demonstration is reasonable.
Asking whether advertising is properly disclosed should be commonplace.
Discussing how a creator's promises affect small businesses is reasonable.
And expecting honesty from someone whose career revolves around influencing purchasing decisions? Damn right, we should expect transparency!
When I published my original Medium article in 2024, I was already questioning the level of trust consumers placed in some of the beauty industry's biggest personalities.
Two years later, those questions haven't disappeared, and if anything, they've become more important.
Because at the end of the day, beauty influencers aren't just influencing beauty. They're influencing people. They're influencing teenagers, affecting how consumers spend their money, and, in some cases, holding the livelihoods of small businesses in their airbrushed hands.
And you deserve better than misleading expectations, unclear advertising, and promises that may never materialize.
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