The latest beauty brand-YouTuber pairing is more than just a product collaboration.
Today, Marc Jacobs Beauty revealed 24-year-old YouTuber Nikkie de Jager, aka NikkieTutorials, as its first global artistry adviser. In the newly created role, de Jager will be involved in the brand’s product development process and will be tasked with expanding its content and artistry.
“One of the things we love most about Nikkie, along with her disarming authenticity, is that she began her career in editorial artistry, before transitioning full time into the digital realm and creating content for YouTube and Instagram,” Tara Loftis, Kendo’s vice president of marketing, said in a statement. “We recognized Nikkie’s unique talent as both an artistry and digital beauty expert, and are excited to evolve beyond traditional beauty partnerships.”
De Jager has a sizable social media following. She counts 11.5 million YouTube subscribers, 11.6 million Instagram followers and 1.49 million Twitter followers.
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“I’ve always believed that makeup is a form of self expression and there is no shame in experimenting with it,” de Jager said in a statement. “Marc Jacobs shares a similar ‘shameless’ approach to beauty, which I so admire, and I quickly fell in love with his beauty products when I was first sent the Re(marc)able Full Cover Foundation concentrate a few years ago. Since then, I’ve consistently loved using Marc Jacobs Beauty products and it was after attending Marc’s fashion week show last spring that we decided to explore how, and what, we could beautifully create together.”
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BEYOND excited to announce my partnership w/ @marcjacobsbeauty as their Global Artistry Advisor — a role they created just for me! 😱🤭❤️ Swipe through to read my story about how I’ll travel the world w/ the brand team, meet glow babies and collaborate on product launches and strategy. I can’t wait to share the amazing content this opportunity brings and the entire process of working on an iconic beauty brand.