The latest brand-YouTube collaboration is taking things to new heights, as Marc Jacobs Beauty has named Nikkie de Jager, aka NikkieTutorials, as its first ever global artistry adviser.
For the newly created role, the 24 year old YouTuber will be involved in the brand’s product development process and will be tasked with expanding its content and artistry.
“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 vice president of marketing, Tara Loftis said in a statement.
“We recognised Nikkie’s unique talent as both an artistry and digital beauty expert, and are excited to evolve beyond traditional beauty partnerships.”
With 11.5 million YouTube subscribers, 11.6 million Instagram followers and 1.49 million Twitter followers, de Jager’s approach to makeup is that it’s a form 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,” she 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.”
