Mikayla Noguiera hints at mascara controversy as she returns to TikTok
Influencer Mikayla Noguiera has returned to TikTok amid controversy surrounding a recent L’Oreal mascara review, in which fans claimed the make-up artist used false lashes to promote the product.
The drama began last week when the 24-year-old Massachusetts native shared a video to her 14.4m TikTok followers reviewing L’Oreal’s Telescopic Lift mascara. In a video posted on 24 January, Noguiera praised the product for lifting her lashes, saying: “This literally just changed my life. This looks like false lashes.”
“I am speechless, and I’m not sure anyone’s ever gonna be able to compete with this mascara,” she said.
Despite disclosing that the video was in partnership with the makeup company – Noguiera said in her caption that she was a “L’Oreal Paris Partner” – many viewers were convinced Noguiera used actual false lashes to achieve the look, specifically Ardell Demi Wispies.
“Looks like ardell wispies to me,” one user commented.
“I know an ardell demi wispy when I see it,” said someone else.
“#Lashgate2023,” another person said.
Unsurprisingly, Noguiera denied any claims that she used fake lashes in her advertisement, replying to users in the comments section that L’Oreal “would never allow that in a partnered post,” and clarified that she used “three/four coats” of the mascara to achieve the lifted look.
However, TikTokers still maintained that Noguiera used fake lashes in the sponsored post, so much so that she remained silent on the app for more than a week.
Now, the beauty influencer returned to the app on 1 February with a subtle video poking fun at the backlash.
“I’m sure we all know why we’ve all gathered here today,” she began the Valentine’s Day-themed TikTok. “It’s the month of love, bitches!”
Noguiera proceeded to give her followers a tutorial on achieving her red and pink makeup look, but failed to clear up any confusion surrounding her L’Oreal sponsored post. Of course, this left commenters frustrated and begging for answers.
“I was ready for the tea,” one person said.
“That is not why I gathered here,” another commented. “I NEED ANSWERS ON THE MASCARA.”
A third user wrote: “Girl we need an explanation please.”
This wasn’t the only mascara-related drama to recently unfold on TikTok. A new “mascara trend,” which has garnered millions of views on the app, is a cryptic way for users to discuss their relationships, breakups, and sexual experiences in code. But with new trends popping up everyday, the code word has recently caused some confusion among TikTok users – most notably, Julia Fox.
The #mascaratrend is a coded way for people on TikTok to talk about their past and present romantic relationships. Some have even used the word “mascara” to describe their sexual experiences, without the risk of being censored by the app.
Uncut Gems star Julia Fox came under fire on the app when she replied to a user who described someone using his “mascara” without consent. When TikToker Conor Whipple used the mascara trend to describe his own experience with sexual assault, saying, “I gave this one girl mascara one time and it must’ve been so good that she decided that her and her friend should both try it without my consent,” Fox commented under his video:“Idk why but I don’t feel bad for u lol”.
Many users quickly criticised Fox for the “out of touch” comment, but the model later confirmed in a TikTok comment that she was unaware of the mascara trend.
“Hey babe I’m so sorry I really thought u were talking about mascara like as in make up. I’m sorry that happened to u,” she replied to his video on Friday.
In a separate comment, Fox added: “I wasn’t on the side of TikTok that was doing this trend and I thought u were talking about getting ur make up stolen!!!! I’m sorry babe I hope ur ok.”
Is TikTok Makeup Influencer Mikayla Nogueira An Evil Genius?
Should I get the L’Oréal telescopic mascara now?
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After last week’s lashlighting drama that managed to exhume perennial YouTube villain Jeffree Star, Mikayla Nogueira is back in full flight.
Nogueira’s sponsored mascara TikTok sent waves through the online beauty community, the likes of which might not have been seen since YouTube’s infamous Dramageddons.
When Nogueira posted her L’Oréal mascara review, she was swiftly accused of wearing false lashes in the ‘after’ portion of the sponsored video; thanks to the conspicuously false lashes, the video went viral for all the reasons. A bunch of beauty influencers also perked up, with the vast majority criticising the influencer for trying to deceive her viewers, and a few pointing out that the beauty industry had been pulling this crap for decades.
But what if that was Mikayla’s plan all along? As an influencer doing a branded deal, wouldn’t she want her review to have millions of views? Arguably, the way she executed her lashlighting didn’t reflect badly on the actual product – it made it go viral.
ms. mikayla is about to have y’all gooped and gagged when she tells you her post was on purpose and it was a test. and shit it worked cuz the product is MF sold out everywhere and all y’all are talking about it. 🤷🏼♂️ kinda iconic tbh — colecarrigan (@colecarrigan_) January 31, 2023
Of course, the internet has a very short-term memory, and what she did in the video was not that big a crime in the grand scheme of things. But it wouldn’t surprise me if the entire thing was conceived in a L’Oréal marketing meeting, right down to Mikayla’s week of radio silence. Or maybe I need to take off my tinfoil hat and log the hell off. Better yet, I’ll go for a walk to the nearest chemist. That new L’Oréal Telescopic mascara looks pretty good.
Inside the meteoric rise of Mikayla Nogueira, the TikTok mega-influencer whose reputation for authenticity may soon come crashing down
Beauty influencer Mikayla Nogueira skyrocketed to fame, but the tide appears to be turning.
Mikayla Nogueira rose to fame posting beauty transformation videos. Stefanie Keenan/Getty Image.
It’s April 2022, and Mikayla Nogueira is one of the biggest emerging names in the TikTok beauty world.
With a reputation for posting make-up reviews with a personal feel and her signature Boston accent, she was dubbed “the realest influencer on TikTok” by Glamour Magazine, who interviewed her at the time, when she had amassed an impressive 11 million followers
Nine months later, Nogueira’s time as the internet’s favorite beauty guru may be running out.
In a rapid turn of events, involving a controversial sponsored post for a L’Oréal mascara and accusations that she edited photos of her body (which she has since denied), she has spiraled out of favor in the online beauty community. Fans who once held her to a standard of honesty and openness have turned against her and accused her of deceiving followers.
Here’s how 24-year-old Nogueira skyrocketed to fame as an influencer, and began to fall from grace.
People Are So Worked Up About Mikayla Nogueira’s Mascara Scandal That Even Jeffree Star Is Getting Involved
In the golden age of beauty influencer drama, creators with millions of subscribers were at each other’s throats on a daily basis. We don’t really see that kind of chaos these days — that is, until Mikayla Nogueira posted a video about mascara.
Nogueira shared a review of the L’Oreal Telescopic Lift mascara on TikTok with the hashtag #LorealParisPartner, suggesting the content might be an ad. “THESE ARE THE LASHES OF MY DREAMS!!” she wrote in the caption.