Nikkie de Jager

Nikkie de Jager, known online as NikkieTutorials, is one of the most influential beauty YouTubers in the world. Born in Wageningen, Netherlands, she began posting makeup tutorials on YouTube in 2008 at the age of 14. Her channel grew steadily, but it was her 2015 video “The Power of Makeup” that catapulted her to international fame. The video, which showed the transformative power of cosmetics by applying makeup to only half of her face, went viral and sparked a global movement challenging beauty standards.

The Power of Makeup video has been viewed hundreds of millions of times and inspired countless people to share their own before-and-after transformations. The movement transcended the beauty community and became part of a broader cultural conversation about self-expression and beauty standards. Major beauty brands took notice, and de Jager began collaborating with companies like Too Faced, with whom she co-created a bestselling eyeshadow palette, and Ofra Cosmetics.

In January 2020, de Jager publicly came out as a transgender woman in an emotional YouTube video titled “I’m Coming Out,” revealing that she had been blackmailed and chose to share her story on her own terms. The video was viewed tens of millions of times and received overwhelming support from fans and the beauty community. In 2021, she was selected to host the Eurovision Song Contest in Rotterdam, a major milestone that showcased her talents beyond YouTube.

With an estimated net worth of $6 million, de Jager has built a substantial brand through her YouTube channel, which has over 14 million subscribers, along with brand collaborations, her own product lines, and television appearances. She continues to be a leading voice in the beauty industry and an advocate for LGBTQ+ visibility. Her influence extends well beyond makeup tutorials, as she uses her platform to promote inclusivity and self-acceptance.