NikkieTutorials (Nikkie de Jager)

Early Life and Career Beginnings

Nikkie de Jager, better known by her online persona NikkieTutorials, was born on March 2, 1994, in Wageningen, Netherlands.^[1] Her journey into the beauty world began unexpectedly when she was just 14 years old. While spending a sick weekend at home in 2008, de Jager discovered MTV's reality show "The Hills" and became captivated by the makeup looks of the cast members, particularly Lauren Conrad's eyeliner.^[2]

This initial fascination led her to search YouTube for tutorials on recreating these looks, where she discovered beauty guru Sandy Gold's "Wake Up and Make Up" videos. Inspired by what she saw, de Jager decided to create her own content and launched her YouTube channel in June 2008.^[3] Within less than a year, she had already gained 1,000 subscribers, marking the beginning of what would become a remarkable career.^[4]

Professional Development and Training

Unlike many beauty influencers who are self-taught, de Jager pursued formal education in her craft. After uploading videos for about two years, she enrolled in makeup coursework at B Academy in Amsterdam.^[1] In 2010, she completed makeup artistry training and a hairstyling course at the academy.^[4]

Her professional development continued when she signed with Colourfool Agency in 2011, where she began working as a professional makeup artist.^[1] During this period, she also contributed to various projects, including writing a monthly beauty column for Teen Magazine Fashionista and working on magazine covers.^[4] In 2013, she became the head makeup artist for the RTL 5 show "I Can Make You a Supermodel" with Paul Fisher.^[1]

Transition to Freelance Work

In 2014, de Jager made the strategic decision to leave Colourfool Agency and establish herself as a freelance hair and makeup artist.^[1] This move allowed her greater creative freedom and set the stage for her breakthrough moment that would come the following year.

The Power of Makeup Phenomenon

De Jager's career reached a pivotal turning point in 2015 with the release of her video titled "The Power of Makeup." This groundbreaking content addressed makeup shaming and featured de Jager transforming half of her face with makeup while leaving the other half bare.^[1] The video struck a chord with audiences worldwide and inspired countless others to create similar content showing their faces with and without makeup.

The impact of this video was profound, garnering over 40 million views and establishing de Jager as a viral sensation.^[5] In interviews, she explained that one of the main inspirations behind the video was to combat bullying and promote the message that makeup should be worn for personal enjoyment rather than societal pressure.^[2]

Professional Recognition and Collaborations

Following her viral success, de Jager's influence in the beauty industry continued to grow. In 2017, Forbes magazine named her one of the top ten beauty influencers, cementing her status as a major force in the digital beauty space.^[1] That same year, she received multiple awards, including "YouTube Guru" at the Shorty Awards and "Choice Fashion/Beauty Web Star" at the Teen Choice Awards.^[1]

Her professional achievements reached new heights in January 2019 when she was appointed as the Global Beauty Adviser for Marc Jacobs Beauty, becoming the first person to hold this newly created role.^[1] This position integrated her into the brand's product development process and marked a significant milestone in her career.

Celebrity Collaborations

Throughout her career, de Jager has worked with numerous high-profile celebrities, creating makeup tutorials and providing professional services. Notable collaborations have included sessions with Kim Kardashian, Selena Gomez, Lady Gaga, Ashley Graham, and Megan Thee Stallion.^[6] These partnerships have further solidified her reputation as a trusted professional in the entertainment industry.

Personal Life and Advocacy

On January 13, 2020, de Jager made headlines when she publicly came out as a transgender woman in a YouTube video titled "I'm Coming Out." She revealed that she had been living as a woman since the age of six and completed her transition at age 19.^[7] The announcement was partly prompted by blackmail attempts, but de Jager handled the situation with grace and used it as an opportunity to inspire others.^[7]

Her courage in sharing her story was widely praised and led to her appointment as a goodwill ambassador at the United Nations in 2020.^[8] Standing at 6 feet 2 inches tall, de Jager has been open about how growth stoppers administered during her transition at age 14 affected her height.^[7]

Business Ventures and Entrepreneurship

In 2021, de Jager launched her own cosmetic brand called Nimya after a three-year development process. The initial product line included a face cream, setting spray, cooling eye stick, and serum.^[6] Speaking about the venture, she emphasized that the products were "created by me, curated by me, and funded by me," highlighting her hands-on approach to the business.^[6]

Prior to Nimya, de Jager had launched The NikkieTutorials Collection in 2015 and collaborated with major beauty brands including Maybelline, MAC, Too Faced, and Ofra Cosmetics.^[9] Her Too Faced collaboration, inspired by the positive response to "The Power of Makeup," launched in August 2016 and featured a five-piece collection designed to be versatile for various makeup looks.^[10]

Current Status and Achievements

As of June 2025, de Jager's YouTube channel boasts 14.7 million subscribers with over 2.13 billion total video views since joining the platform in 2008.^[3] Her content continues to focus on makeup tutorials, product reviews, and collaborations, with videos averaging 22.63 minutes in length.^[3]

Beyond YouTube, de Jager maintains a significant presence across multiple social media platforms, with 18.5 million followers on Instagram, 7.7 million on TikTok, 2.1 million on Twitter, and 1.7 million on Facebook.^[8] Her estimated net worth is approximately $6 million, derived from her YouTube channel, product lines, and brand sponsorships.^[9]

Throughout her career, de Jager has received numerous accolades, including recognition at the American Influencer Awards as International Makeup Influencer of the Year in both 2019 and 2020, and the Nickelodeon Kids' Choice Award for Favorite Star in the Netherlands in 2021.^[8] Her influence extends beyond entertainment, as she continues to advocate for transgender rights and combat online bullying while inspiring millions of followers worldwide.