If you’ve been anywhere near BeautyTok this week, you’ve probably seen the clips. Beauty influencer Mikayla Nogueira is once again in the middle of a discourse spiral, and this time, it’s not about mascara—it’s about tone.
In a recent video announcing her divorce, Mikayla spoke directly to her audience, and the delivery is what sparked backlash. She opened the video by saying, “You’re gonna want to sit down for this”, followed by, “I am getting a divorce. Take a minute. Take it in. I am getting a divorce.””Cody and I love each other so much, we would do literally anything for each other,” she continued. “I’m not going to be sharing any details whatsoever as to why Cody and I have made this decision. The main reason I am doing that is because I want to protect Cody. Cody deserves that. We both want to heal. Cody deserves to be happy,” she added.
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“This is an extremely shitty thing. No one gets married to get a divorce, absolutely no one. But what I can tell you is that this is very amicable. We talk every day. He comes over for dinner. He sees the dogs. He and I were together for five years, married for two, and they are some of the best memories of my life, memories that I will cherish forever. And I do not regret a single thing, nor does Cody.”Mikayla blew up during the pandemic after getting laid off from Ulta Beauty and hopping on TikTok in 2020, and the rest is very BeautyTok history. Between her thick Massachusetts accent, full-glam transformations, and those dramatic “catfish” before-and-afters, she quickly became one of the app’s most recognizable faces.She’s sitting at over 3.5 followers on Instagram, made the Forbes 30 Under 30 list in 2024, won Emerging Makeup Artist of the Year at the 2020 American Influencer Awards, and launched her own brand, Point of View Beauty, in March 2025.The TikTok creator met Cody after the two matched on Tinder in the winter of 2020. Their relationship moved quickly into the public eye, and they tied the knot in a lavish ceremony in 2023.
Over time, she’s been open with her audience about the ups and downs they faced, including sharing that he entered rehab last year to seek treatment for drug and alcohol addiction.
The comments on her divorce announcement video, which have now been turned off, filled up almost instantly, with people pointing out that the delivery felt… off. Some viewers said it sounded like they were being spoken to like children or as if they were a part of her family. One X user wrote: “Why is Mikayla Nogueira sharing her divorce news as if we’re her children lmao. “You’re gonna want to sit down for this video,” “take a minute, take it in”…ok?”
“I’m sorry. I don’t normally comment on influencers being themselves. But. Why is Mikayla Nogueira telling me to sit down and take it in that she’s getting a divorce?”
One person said: “Mikayla Nogueira’s divorce announcement video. I was so perplexed, like what? Are you talking to your siblings?”
Others weren’t necessarily offended, just confused. One user said on Reddit: “Why are we acting like this impacts us in any way or that it was somehow unexpected?”
If you thought the discourse stayed in the comments, you’re sooooo wrong, because within hours, the stitch videos started rolling in.
And if you thought the internet was going to stop at the divorce video, it didn’t. Because right after announcing her divorce, she posted a Valentine’s Day video, and people noticed the shift immediately. She came in high on energy, upbeat, and opened with “GRWM for Valentine’s Day,” which, to some felt jarring given the heaviness of the previous upload. The tonal whiplash became the new talking point.
And maybe this isn’t even about just one video. Maybe it’s about the influencer bubble in general. When millions of people are watching you every day, it probably starts to feel like your life is a show, and that kind of constant attention can give off serious main-character energy.
The parasocial thing goes both ways, too. Followers get invested because creators invite them in. But sometimes it can start to sound like the audience is expected to react, and even process every development like it’s happening to them personally.
And I think that’s what some people are actually reacting to—the sense that somewhere along the way, the line between sharing your life and assuming everyone is living it with you gets a little blurry.But if you think she was completely left out to dry by her own followers, you’d be wrong. Plenty of fans jumped to defend her. One fan wrote, “The number of posts I’m seeing of people finding Mikayla Nogueira’s divorce announcement post weird… if you knew the context of her consistently updating her audience about her husband, her post would make sense. She would have the belief that he audience cares to know.”
At this point, it feels like we’ve all watched the same few clips on loop and formed very strong opinions about a situation that isn’t even ours. But I’m curious where you land on this. Did the tone actually feel strange to you, or does this feel like another case of the internet amplifying a small thing into a big one? Let us know in the comments.
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