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NikkieTutorials Takes On Marc Jacobs Beauty Global Artistry Advisor Role

NikkieTutorials Takes On Marc Jacobs Beauty Global Artistry Advisor Role

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.


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FabFitFun gets a whopping $80M to dominate the subscription box economy

FabFitFun gets a whopping $80M to dominate the subscription box economy

Today, the Los Angeles-based subscription box company FabFitFun said it has landed a whopping $80 million in Series A funding led by Kleiner Perkins. The brand is known for its quarterly box of lifestyle products, ranging from makeup to fitness tools, that costs $49.99, which customers can customize. FabFitFun launched in 2010, and had only taken $6.5 million in capital until this point. This large amount of investment signals the brand’s ambitions to be a dominant force in the subscription economy, and also expand beyond the box to become a content platform.

[Photo: courtesy of FabFitFun]

Over the last four years, I’ve carefully tracked the rise and fall of the subscription box phenomenon. Birchbox, which launched in 2014, helped popularize the idea with a fun new way to discover new beauty products with monthly boxes of samples. This prompted dozens of other companies to launch similar boxes that contained everything from pet toys to sexual wellness products. But it’s not easy to successfully monetize a subscription business. Many companies struggled to generate revenue.

The subscription companies that have done well have effectively become content companies. Beauty discovery brand Ipsy, for instance, relies on an army of social media influencers to keep customers plugged into the brand. For its part, FabFitFun has a lifestyle magazine that goes in every box, a live-stream video channel that runs on Facebook every day, and a forum for members to connect. All of this has helped it grow to more than 1 million members. With this new influx of cash, FabFitFun will be poised to vastly increase this customer base.

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Saint Laurent

Saint Laurent


Saint Laurent strides into the new year with a stunning, hedonistic, fever dream of a film that sets a high bar for branded fashion films for 2019 while simultaneously not shying away from being provocative in this ‘conservative’ moment.

Creative Director Anthony Vaccarello once again teams up with Director Nathalie Canguilhem, who has worked with the house since 2016. Canguilhem began her career as a fashion writer moving on to style for Nick Knight, Juergen Teller and Jean-Baptiste Mondino before taking up the camera herself. That understanding bodes well for the director whose work really shines in here in the Spring 2019 #YSL20 film filled with slow motion segments, stellar lighting, and fluid slow pans.

The centerpiece of the film is the obsession and sexual longing between actor Caleb Landry Jones, of Three Billboards Outside Ebbing, Missouri, and model Mica Argañaraz. The film opens with Jones pining for Argañaraz in Sicily, Italy, at the Grande Cretto of Gibellina created by Alberto Burri. The monument stands on the ruins of the town of Gibellina which had been destroyed by an earthquake in 1968. The structure was built as a memorial to the town and is comprised of giant white concrete blocks that are 1.60 meters high (~5 feet). The cracks between the blocks create maze-like pathways which Canguilhem uses to full advantage filming a black motorcycle, a black stallion and numerous cast members running through the maze to represent energy, longing, and desire.

The scenery cuts between the Grande Cretto and a hedonistic rock-n-roll rave held at a mansion packed with revelers straight out of Fiona Apples, 1996 Criminal video. Obsessive gazes, dancing, dips in the pool lead to undertones of threesomes, jealously, and desire.

Seasoned stylist Alastair McKimm leverages the cast, which also includes Kaia Gerber, Kiki Willems, Luka Isaac, Nataliya Bulycheva, and Paul Hameline to full potential. DJ/musician Sebastian Akchotér sets the perfect score for the 3:30 piece. But it is really the direction and editing efforts of Canguilhem that shines here, knowing just how to draw in the viewer and leverage the dramatic addition of Caleb Landry Jones.

The piece ends on the note of a dream, which is likely what Vaccarello and the Saint Laurent team envisioned when they enlisted Canguilhem. A crazy, successful, dream of a film that spoke to aspirational longing and desire. As Saint Laurent is all about putting on the night.

Saint Laurent Creative Director | Anthony Vaccarello

Director | Nathalie Canguilhem

Talent | Caleb Landry Jones

Models | Kaia Gerber, Kiki Willems, Luka Isaac, Mica Argañaraz, Nataliya Bulycheva, & Paul Hameline

Stylist | Alastair McKimm

Hair | Duffy 

Makeup | Kanako Takase

Casting Directors | Piergiorgio Del Moro & Samuel Ellis Scheinman

Soundtrack | Sebastian Akchotér

Location | Grande Cretto of Gibellina created by Alberto Burri, Sicily, Italy


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