POV Beauty has closed a Series A financing led by Silas Capital, with participation from REDO Capital and existing investor Imaginary Ventures, as the skin-prep brand expands following a nationwide launch at Sephora. The company plans to use the new capital to increase retail momentum, build its team, strengthen its TikTok Shop presence, and fund additional skincare-makeup hybrid products.
The Los Angeles-based company was co-founded by creator Mikayla Nogueira and beauty executive Ani Hadjinian. Launched in 2025, POV Beauty focuses on the idea that makeup performance begins with properly prepared skin, combining skincare positioning with products intended to improve the appearance and wear of cosmetics. Its lineup includes Drench It, Glaze It, Whip It, Drip It, and Chill It, along with the Snatch It and Amp It franchises.
The financing comes after POV Beauty expanded into all Sephora stores nationwide and online. The company is also preparing the rollout of a dedicated community app, which management sees as part of a broader effort to build direct relationships with consumers rather than relying only on retail and social platforms. Management said the next phase will include operational scaling as well as category expansion.
Silas Capital is joining POV Beauty as the company moves from an early-stage consumer brand into a larger retail business. The investor focuses on growth equity and venture investments in consumer companies, while REDO Capital brings additional consumer and beauty experience. Imaginary Ventures participated again after backing POV Beauty before launch.
POV Beauty said the new funding will be deployed across several touchpoints at once, including Sephora sell-through, hiring, digital commerce, and product development. The company is positioning the round as growth capital for a brand that has already demonstrated demand in both retail and e-commerce and now wants to expand the skin-prep category around a broader ecosystem of products and community features.
KEY QUOTES:
“This year has been transformational for POV Beauty. We have proven our scale potential through retailers like Sephora, who deeply believed in our vision, and our team delivered the operational excellence to successfully execute massive launches.”
Ani Hadjinian, Co-Founder And CEO Of POV Beauty
