She’s got 11.7 million subscribers on YouTube, a total reach of 26 million and a pack of loyal ‘glow babies’. But who is Nikkie de Jager, and why is she a global sensation?
Put simply, Netherlands-born make-up artist Nikkie de Jager is famed for both her strength and her vulnerability. This is a woman who doesn't start her NikkieTutorials with a full face of foundation; instead, she lays herself bare, showcasing the contrast between before and after. In fact, it was her 2015 video that went viral for calling out make-up shaming and revealing the true 'power of make-up.'
1. You’ve been doing YouTube tutorials for over 10 years. What inspired you to start, aged just 14?
I was watching The Hills and saw these girls on TV looking amazing. I found myself spiralling down a YouTube rabbit hole watching tutorials on how to do Lauren Conrad’s make-up. I discovered the world of beauty tutorials, ran to the local supermarket and started practicing.
2. You have over 11 million subscribers on YouTube. What has been the key to your success?
The real-life Nikkie is exactly the one you see on camera. Now more than ever it’s so important to be yourself whether on or off the camera. I definitely speak my truth – good or bad.
3. You've featured lots of high-profile people on your channel. Who has been the most memorable?
Recently, Marc jacobs Beauty Global Ambassador Sarah Tanno (Lady Gaga's make-up artist) slayed my face. Sarah is an artist that creates the trends – ones we tend to follow. We filmed a bold editorial cat-eye look, which is not something I regularly do. She was so sweet and supportive. It's artists like her who inspire me to to think beyond traditional make-up standards.
4.Who do you look up to?
I look up to artists like Diane Kendal or Pat McGrath. They are inspiring women who are driving creativity and make-up curiosity in their respective field. When you are backstage at fashion shows, a key artist tells the team, “We are doing a Diane Kendal eye look.” That is my dream. It inspires me to be known in the future for my own distinct style.
Including the brand-new Accomplice – a filter-ready blurring powder and creamy concealer stick with major staying power.
5. You’ve been named Global Artistry Advisor for Marc Jacobs Beauty. What sets the brand apart from others?
Marc Jacobs himself is so involved in the process. He and his values are so integrated into the brand. Make-up is a form of self-expression and there is no shame in experimenting with it. Marc Jacobs shares a similar shameless approach to beauty.
6. What make-up trends do you predict for the next season?
I don’t think glitter is stopping anytime soon. I think people are afraid of glitter, but you can really wear it whenever. Just add a little pop in the inner corners of your eyes with fresh, glowy skin, or sport a simple glitter cat eye with a bold lip.
…FOR SPEEDY MAKE-UP
If you don’t have time for a full beat, throw on mascara. I love Marc Jacobs Beauty Velvet Noir Mascara, it creates the falsie effect.
…ON THE MUST-HAVE PRODUCT
Lip gloss. It adds colour, dimension, shine, and a plumping effect. Marc Jacobs Beauty Enamored Hi-Shine Lip Lacquer Lip gloss is my go-to. It is never sticky and there are so many shades to choose from.