Marc Jacobs Beauty Appoints Youtube Makeup Artist as Global Artistry Advisor

Marc Jacobs Beauty Appoints Youtube Makeup Artist as Global Artistry Advisor

The internet beauty guru is making history.

The internet beauty guru is making history.

Text: Gabrielle Eshaghpour

Youtube makeup artist Nikkie de Jager, originally known by her beauty channel, nikkietutorials, has been announced as Marc Jacobs Beauty's first-ever global artistry advisor. The new position will incorporate Nikkie into the brand’s product development process, allowing her skills and extensive knowledge of beauty shine like that highlighter on her cheek bones. The Youtuber's platform will now expand considerably, sharing her artistry with the world on both Marc Jacobs Beauty and her own channels.

“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," said Tara Loftis, VP of Kendo, the beauty group behind Marc Jacobs beauty. "We recognized Nikkie's unique talent as both an artistry and digital beauty expert, and are excited to evolve beyond traditional beauty partnerships.”

It all started for de Jager when she taught herself how to do makeup. Now at 24 years old, she has created an entire brand for herself in the beauty world.  Her Youtube channel has over 11 million subscribers and spans more than 145 countries where she shares her knowledge and admiration for beauty. Her beauty videos feature an array of celebrities including Kim Kardashian, Drew Barrymore, and Jessie J. de Jager's video content includes beauty tutorials, makeup reviews and even challenges.

“I've always believed that makeup is a form of self-expression and there is no shame in experimenting with it," says de Jager. "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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