Over the last few years, we’ve seen some major beauty brands take notice of some of the most popular YouTube makeup artists and partner with them for everything from ad campaigns to product collaborations. And now, in perhaps the most high-end marriage of vloggers and brands we’ve seen to date, Marc Jacobs Beauty has tapped YouTuber Nikkie de Jager, known on the video platform as NikkieTutorials, for an exciting new role with the company.
Earlier this week, Marc Jacobs Beauty announced that de Jager is now the brand’s first-ever global artistry advisor. “In this newly created role, Nikkie will be integrated into the brand’s product development process, as well as share her incredible talent and expertise to expand unique content and artistry around the world on both marc jacobs beauty and her own channels,” a press release reads.
The brand was apparently very impressed with not only de Jager’s 11 million YouTube and Instagram followers, but also the combination of magnetic personality and self-taught makeup skills that helped her gain so much digital success at just 24 years old. “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,” Kendo VP of marketing Tara Loftis says 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.”
This isn’t the first time de Jager has teamed up with a brand. She has previously collaborated with Ofra, launching several products with the makeup company in 2017. In fact, her Ofra x NikkieTutorials Everglow Highlighter landed in the December 2018 Allure Beauty Box. However, this gig with Marc Jacobs Beauty marks the first time de Jager has landed a high-profile staff position with a beauty brand.
“I’ve always believed that makeup is a form of self-expression and there is no shame in experimenting with it. 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,” de Jager said in a statement. “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.”
We’re definitely looking forward to seeing what they come up with.
More on Nikkie de Jager:
- Beauty YouTuber NikkieTutorials Shares Her Guide to Amsterdam
- Paris Hilton Has Been Accused of Copying a Beauty Blogger’s Makeup Set
- Makeup Shaming Is REAL—And This YouTuber Is Determined to Stop It
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