The Power of Makeup
Nikkie de Jager (b. 1994) from Netherlands gained fame with “The Power of MAKEUP” (2015) tutorial - half-face glam, half bare skin - challenging beauty standards. Video hit 40 million views, sparked #ThePowerOfMakeup movement.
Coming Out
Blackmailed by unknown party, Nikkie released “I’m Coming Out” video (January 2020) revealing she’s transgender woman, transitioned before YouTube career. 38 million views, overwhelming support from beauty community and mainstream media.
Career Highlights
14 million subscribers, hosted Eurovision Song Contest 2021 (first transgender host), collaborated with Lady Gaga, Ariana Grande, Drew Barrymore. Known for flawless blending techniques and high-glam editorial looks.
Authenticity
Unlike drama-focused beauty YouTubers, maintained reputation for kindness and skill-focused content. Tutorial quality over gossip built loyal fanbase. Makeup-first approach inspired next generation of technique-focused creators.
Business
Launched Nimya Beauty palette collaboration (2023), partnered with Too Faced, Ofra Cosmetics. Estimated $6 million net worth from brand deals, sponsorships, AdSense.
Sources
- “I’m Coming Out” video
- https://www.youtube.com/nikkietutorials