# Mikayla Nogueira’s Telescopic Lift ad

> A paid mascara demonstration drew false-lash allegations and 64.2 million TikTok views.

- Owner: Mikayla Nogueira / L’Oréal Paris
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2023-01-24
- Peak date: 2023-01-27
- Spread Score: 49 (Notable), v1.2
- Mechanics: Controversy, Response chain, Creator relay, Platform jump, Press loop

## Summary

Nogueira posted a paid mascara demo. Viewers alleged false lashes; she denied it. Independent reviews, forum threads and press coverage followed. Ardell made response videos; Vanity Fair reported a sell-out without inventory details.

## Timeline

- 2023-01-24 — Mikayla Nogueira (TikTok) — Nogueira posted her L’Oréal Paris partnership video demonstrating Telescopic Lift mascara.
- 2023-01-25 — Kathleen Lights (Instagram) — Kathleen Lights criticized exaggerated product reviews in an Instagram Story.
- 2023-01-25 — Jeffree Star (X) — Star announced a return to makeup reviews and accused creators of lying to their audiences.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/mikayla-nogueira-telescopic-lift-ad

Cite as: How It Spread (2026). “Mikayla Nogueira’s Telescopic Lift ad.” Case HIS-00684. Spread Score v1.2: 49/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00684