KVD Beauty’s 'Follow the Rules // F*ck the Rules' campaign stars Mikayla Nogueira
KVD Beauty is making a major statement will the official rollout of its “Follow the Rules // F*ck the Rules,” campaign, which stars makeup artist and content creator Mikayla Nogueira.
Also featured in the official campaign are the four winners of a viral social media contest, who will help the brand celebrate its duality of beauty and spotlight how beauty enthusiasts are given the tools to express all parts of their identity through makeup artistry.
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“KVD Beauty has always inspired me to say ‘f*ck it’ and create looks that make me feel the most like myself. I’m honored that I get to work closely with a brand that I’ve loved for nearly 10 years! For my 16th birthday, I went to New York City and spent all my money on KVD. This is an epic, full-circle moment for me,” said Nogueira. “I’m really proud to partner with such a massive, global brand that really values and champions artistic freedom and individuality. I’m excited to be at the forefront of that mission alongside KVD Beauty. Like many, I can definitely identify with both the ‘f*ck the rules’ side and ‘follow the rules’ side. I love to alternate. Versatile products like KVD Beauty’s Dazzle Stick let me have it both ways.”
Nogueira, who announced the official content to her audience, helped select the winners, offered mentorship by encouraging them to stay true to themselves, and also served as the star and creative director of the campaign.
“This is the craziest thing I have ever done. From the get-go, I knew I wanted to play with the concept of following the rules and saying ‘f*ck the rules.’ This struggle is something I face daily as a creative, a makeup artist, and simply as a person. It extends beyond makeup—it's a broader message. If you're passionate about something, whether it's makeup or anything else in life, you just have go for it. I hope this message resonated with everyone, not just makeup lovers,” said Nogueira.
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The campaign highlights several of the brand’s most popular products including the Dazzle Long-Wear Eyeshadow Sticks, Good Apple Lightweight Full-Coverage Concealer, Tattoo Pencil Liner and Everlasting Hyperlight Liquid Lipstick.
“When we were considering partners to participate in this campaign, we quickly and unanimously agreed that Mikayla would be the perfect fit,” said Sarah Koch, SVP and GM of KVD Beauty. “In addition to her expertise in the makeup artistry landscape, Mikayla has a special way of engaging her community with authentic, lighthearted and informative content which continues to set her apart from the rest. We fully enjoyed working with both Mikayla and the contest winners to make this campaign a memorable one.”