POV Beauty Secures National Retail Expansion With Sephora

The partnership marks a strategic pivot for the brand, which has gained traction by blending clinical-grade skincare with makeup performance. Sephora shoppers will gain access to the brand’s core product lineup, including the Drench It, Drip It, Whip It, Glaze It, and Amp It Lip Ampoules. These items are designed to function as both standalone skincare and as a foundation for long-wearing makeup, targeting a growing consumer segment that prioritizes skin barrier health alongside cosmetic finish.

Carolyn Bojanowski, EVP of Merchandising at Sephora US, noted that the brand fills a specific whitespace in their current assortment by focusing on the intersection of skincare and makeup. For Nogueira, the move provides a physical environment for a community previously engaged primarily through digital channels. CEO Ani Hadjinian described the expansion as a necessary evolution, transforming a viral social-first success into an enduring omnichannel business.