If you have somehow escaped BeautyTok, Mikayla Nogueira is one of TIME’s biggest creators by building an audience of over 17 million followers talking all things makeup. And now? She’s also the CEO of her skincare brand, Point of View, that’s coming to Sephora just a year after launching.

But here’s the thing- Mikayla has a flawed business model, and I’m not talking about her brand POV Beauty. She’s dependent on an algorithm to connect her with her customers, and it’s leaving money on the table.

The only thing she’s missing now is obviously a newsletter subscription.

Not that she needs another source of income, but the people want the information, and she has so much more to give that socials just don’t have the space for.

The beauty industry releases fifty eleven products every five minutes (not literally, but it feels like it). People are OVERWHELMED and honestly we don’t “need” more products. What we “need” is someone we trust to tell us what she’s reaching for in her daily routine that week, so we know exactly what to buy when payday rolls around.

Let’s get into the specifics of what I’d include in her newsletter.

An incredibly in-depth tutorial.

When I say in-depth, I’m talking a BTS of how she plans her looks. (link through to a video of her doing the full face tutorial) BUT give the newsletter exclusive insight into how she finds her makeup inspo and how she picks each piece. Like, why is she picking a matte foundation over a glowy? Did she get inspo from a different creator? Maybe a location she’s going?

Then for the paid subscribers, she can include a poll asking people what new drop they want in-depth dirt on. New Rhode bronzers? Patrick Ta’s blush scandal?

Monthly makeup review

Once a month, I’d send a newsletter that holds REAL and RAW reviews on makeup products, and I’m not talking about her Mascara Gate.

First impressions of makeup are fine, but that’s already content she’s posting on TikTok. I want to know how the makeup does after a full day of testing it. Does the foundation still look good after wearing it for 8 hours? Did the blush disappear? Did the mascara smear on your eyelids? Did the concealer crease?

A DM of the week

One more piece I’d add every issue: pull one DM from the pile and answer it publicly, so everyone gets the intel and not just the one girl who was brave enough to ask. It costs Mikayla almost nothing to spotlight someone, and every reply back is worth about ten high-intent clicks in the eyes of Gmail’s inbox algorithm. It humanizes the newsletter and it fixes deliverability at the same time.

HERE’S THE POINT. THIS is the content people need, because baby I do not have the budget to be a volunteer product tester at Sephora. And the best part of this is, she’s pretty much already doing 90% of this right now. This newsletter just provides her the space to give more value to her content that she’s already posting, and create indispensable rapport with her audience.