She has the accent of a Red Sox fan and a long list of detractors. Still, Mikayla Nogueira is building what may become the next hot beauty brand

By Dani Hardman

Nothing about Mikayla Nogueira is as simple as it seems. The first time we meet, she is dripping in diamonds—quite literally, with at least eight hanging off a single ear—plus a stack of bangles and not one but two Cartier watches. She jangles with every step. Along with a chambray jumpsuit, sneakers, smoky eye shadow, and 2016-style block eyebrows, it’s impossible to tell what, exactly, she has planned for the day.

With more than 20 million followers across Instagram and TikTok, Nogueira is not like the other influencers or content creators—or whatever we’re supposed to call them now. She speaks with a Boston accent so thick it puts Ben Affleck in READ ON