People Profile: NikkieTutorials

Nikkie de Jager AKA NikkieTutorials was born on March 2, 1994, in Wageningen, Netherlands. While she spent her early years in the public eye as a beauty influencer, significant details regarding her childhood and private life were only verified by de Jager herself in January 2020. In a disclosure that drew global attention, she revealed that she is a transgender woman, a fact she had kept private throughout the decade of her career. This provided a new context for her early life experiences, which she described as a journey of self-discovery supported heavily by her mother, Saskia, complicated by external societal pressures and family. De Jager's childhood was marked by an early awareness of her gender identity. During her 2020 "I'm Coming Out" video, she stated that she had always felt she was born in the wrong body. By age six, she had begun growing out her hair and wearing girls' clothing, a transition facilitated by her mother's conviction during pregnancy that she was carrying a daughter. In a subsequent post marking International Transgender Day of Visibility in March 2020, de Jager shared a childhood photograph of herself, describing it as the day she left her "dead-name" behind and reintroduced herself to classmates as Nikkie. She recalled wearing a "girly outfit" and braids, noting the moment as terrifying yet. Her medical transition began during her early teenage years, coinciding with her initial foray into online content creation. De Jager confirmed that she started hormone blockers and growth stoppers at age 14 to prevent further masculinization, particularly to manage her height, as she was already 6'2" (1. 88 m). By the age of 19, she had fully completed her transition. This period of medical intervention overlapped with her secondary education and the launch of her YouTube channel in 2008. She later expressed that living through such a personal transformation while simultaneously building a public persona allowed her to "grow up and transform" in front of her audience, even if they were unaware of the specific context at the time.

Table 1. 1: Timeline of Early Life and Transition Milestones (Verified 2020)

Age	Milestone Event	Context
6, 7 Years	Social Transition	Began wearing girls' clothing and grew hair long; supported by mother.
14 Years	Medical Intervention	Started hormone blockers and growth stoppers to manage height and development.
14 Years	Career Beginnings	Uploaded YouTube tutorial inspired by MTV's The Hills.
19 Years	Transition Complete	Fully transitioned medically while active as a beauty influencer.

De Jager's education was heavily focused on her artistic interests. Following her initial success on YouTube, which she began while sick at home after being inspired by Lauren Conrad's makeup on The Hills, she pursued formal training to professionalize her skills. In 2010, she enrolled at the B Academy in Amsterdam, a well-known institute for makeup artistry and hairstyling. There, she completed courses in basic makeup and advanced artistry. Her time at B Academy was pivotal; she was mentored by Pascale Tesser, a notable figure in the Dutch beauty industry. This formal education allowed her to sign with the Colourfool Agency in 2011, bridging the gap between her online hobby and a professional career in editorial and commercial makeup. Family played a serious role in her early development. While her mother Saskia appeared frequently in her content and was described as a pillar of support, de Jager revealed in a June 2020 Pride Month video that her relationship with her father's side of the family was. She disclosed that she had cut ties with that side of the family because they did not accept her transition. This separation was a difficult aspect of her youth, contrasting sharply with the acceptance she found in her immediate household and later, her online community. De Jager also grew up with a younger brother, Mikai, who was born approximately ten years after her. The siblings shared a close bond during their formative years, a relationship de Jager frequently referenced before his untimely death in 2018. Her school years were not without hardship. In interviews following her coming out, including an appearance on The Ellen DeGeneres Show in January 2020, de Jager alluded to experiencing bullying during her education. She noted that her online success eventually altered the power with former classmates, stating that those who had once belittled her later sought to associate with her newfound fame. even with these challenges, she credited her "safe world" of online creativity as a refuge that allowed her to build confidence and refine the skills that would eventually define her career.

YouTube Career Beginnings

While Nikkie de Jager uploaded her video to YouTube in 2008, her career trajectory shifted radically in May 2015 with the release of "The Power of Makeup." Inspired by an episode of RuPaul's Drag Race, de Jager filmed a transformation where she applied full-glam makeup to only one side of her face while leaving the other side bare. The video was a direct response to "makeup shaming," a social phenomenon where critics accused makeup enthusiasts of insecurity or deceit. The upload became an immediate viral catalyst for her channel. Data from Social Blade indicates that on May 6, 2015, de Jager had approximately 763, 000 subscribers. By June 11, 2015, less than a month after the video's circulation, she surpassed the 1 million subscriber milestone. The video itself accumulated over 15 million views by June 2015 and exceeded 40 million views by November 2020. This single piece of content launched a global trend, with thousands of users and fellow creators posting their own half-faced transformations under the hashtag #ThePowerOfMakeup.

"I just want people to know that makeup is fun and there are no rules." , Nikkie de Jager, The Power of Makeup (2015)

Following this viral success, de Jager expanded into commercial partnerships that defined the "beauty guru" business model of the late 2010s. In 2016, she collaborated with Too Faced Cosmetics to release "The Power of Makeup by NikkieTutorials," a limited-edition collection that launched in August. The kit retailed for $56 and included a palette with nine eyeshadows, two blushes, a highlighter, and a bronzer, alongside a purple iteration of the brand's "Better Than Sex" mascara. even with the commercial of the launch, the collaboration later became a subject of industry scrutiny regarding product quality and contract disputes, which de Jager addressed in later years.

Key Career Milestones (2015, 2019)

Year	Event	Details
2015	Viral Breakthrough	"The Power of Makeup" video gains 15M+ views in one month.
2016	Major Collab	Launched Too Faced collection including palette and purple mascara.
2017	Ofra Collaboration	Released "Everglow" highlighter wheel and liquid lipsticks.
2019	Global Advisor Role	Appointed Global Beauty Adviser for Marc Jacobs Beauty.

De Jager continued to solidify her influence through 2017 with a partnership with Ofra Cosmetics. This collaboration produced the "Everglow" highlighter wheel and a set of liquid lipsticks, which launched on March 29, 2017. Unlike the contentious Too Faced release, the Ofra partnership was renewed in August 2018 for a second collection titled "Glow Baby Glow," featuring duochrome highlighters named "Space Baby" and "Cloud 9." By January 2019, her industry standing elevated beyond influencer collaborations when Marc Jacobs Beauty appointed her as their -ever Global Beauty Adviser. In this capacity, she worked on product development and digital campaigns, bridging the gap between traditional luxury cosmetics and the digital creator economy. By January 2020, de Jager's channel had grown to 12. 6 million subscribers, a massive increase from the sub-million count she held prior to her 2015 viral moment. Her content during this period shifted from standard tutorials to high-production "challenges" and celebrity features, hosting figures such as Kim Kardashian, Drew Barrymore, and Lady Gaga. These appearances verified her status not just as a YouTuber, as a central figure in mainstream beauty culture.

The Power of Makeup and Viral Success

On May 10, 2015, Nikkie de Jager uploaded a video titled "The Power of MAKEUP!" that fundamentally altered the trajectory of her career and the broader online beauty community. In the video, de Jager addressed the rising trend of "makeup shaming," where women were criticized for wearing cosmetics to supposedly impress men or mask insecurities. To counter this narrative, she applied full-glam makeup to only one side of her face while leaving the other side completely bare. This visual dichotomy demonstrated the major artistry of cosmetics while simultaneously validating the natural skin underneath. She explicitly stated her motivation was to prove that makeup could be used for fun and self-expression rather than solely for concealment. The video became an immediate viral phenomenon. Within weeks of its release, it garnered over 17 million views, a figure that would climb to over 41 million by April 2020. The concept resonated globally, sparking the #ThePowerOfMakeup challenge across social media platforms including Instagram and Twitter. Thousands of users, ranging from everyday enthusiasts to professional makeup artists, posted their own half-face selfies to show solidarity with the message. The movement attracted attention from mainstream celebrities; notably, actress and singer Zendaya publicly supported the campaign, tweeting that de Jager was "slaying both ways" in response to critics. This cultural moment shifted the online discourse around beauty, positioning makeup application as a respected skill rather than a deceptive act. The viral success of "The Power of Makeup" had a quantifiable impact on de Jager's audience growth. Prior to the video, her channel was growing steadily, the viral surge pushed her past the 1 million subscriber mark in June 2015. The momentum continued through the following year, with her channel hitting 4 million subscribers by July 2016. This period marked her transition from a popular niche creator to a top-tier digital influencer. By 2018, data from Launchmetrics ranked her as the number one beauty vlogger Media Impact Value (MIV), citing the lasting legacy of her 2015 viral hit as a key factor in her dominance. Capitalizing on this success, de Jager announced her major commercial collaboration in July 2016: "The Power of Makeup by NikkieTutorials" collection with Too Faced Cosmetics. Released on August 15, 2016, the limited-edition set retailed for $56 and included a palette with nine eyeshadows, two blushes, a highlighter, and a bronzer, along with a purple "Better Than Sex" mascara, a liquid liner, and loose glitter. The collaboration was marketed as a physical embodiment of her viral philosophy, designed to provide all the tools necessary for a full transformation. The launch was highly anticipated, with stock selling out quickly across major retailers like Sephora and Ulta. yet, the collaboration soon became the center of a significant industry controversy regarding product quality and influencer compensation. Upon receiving their orders, numerous customers and fellow influencers reported that the quality of the retail palettes did not match the pigmentation and blendability shown in de Jager's reveal video or the PR samples sent to other gurus. Reviews dry textures and absence of color payoff, leading to a wave of consumer dissatisfaction. While de Jager initially stood by the product, the backlash was severe enough to damage trust within her fanbase. The controversy deepened years later when it was revealed that the financial terms of the deal were disproportionately skewed in favor of the brand. In 2019, it surfaced that de Jager had signed a flat-fee contract for approximately $50, 000, receiving no royalties from the collection's sales, which reportedly generated over $10 million in revenue for Too Faced. This, confirmed by de Jager in 2020, highlighted the exploitative nature of early influencer brand deals and served as a cautionary tale for creators regarding contract negotiations and intellectual property rights.

Viral Impact Metrics (2015, 2016)

Metric	Data Point	Context
Video Views	17 Million+	Accumulated within weeks of the May 2015 upload.
Subscriber Milestone	1 Million	Crossed in June 2015, directly driven by the viral video.
Subscriber Milestone	4 Million	Reached by July 2016, prior to the Too Faced launch.
Collection Revenue	$10 Million+ (Est.)	Generated by Too Faced; de Jager received a $50k flat fee.
Hashtag Reach	Global Trend	#ThePowerOfMakeup trended on Instagram and Twitter in Q2/Q3 2015.

even with the commercial and contractual problem surrounding the Too Faced collaboration, the "Power of Makeup" video remains the defining artifact of de Jager's career. It established her signature style, high-coverage, major glam, and secured her position as an authority in the beauty industry. The video's format was frequently imitated rarely duplicated with the same level of cultural impact, cementing her status as a "YouTube Guru" winner at the Shorty Awards and a pivotal figure in the history of online beauty content.

Major Brand Collaborations and The "Too Faced" Controversy

Following her viral success in 2015, Nikkie de Jager became a highly sought-after partner for global cosmetics brands. In August 2016, she released her major product collaboration with Too Faced Cosmetics, titled "The Power of Makeup" collection. The limited-edition set included an eyeshadow palette, a purple mascara, and a liquid eyeliner. While the launch was initially celebrated as a milestone for influencer marketing, it later became the subject of significant industry controversy regarding fair compensation and product quality. Details of the contract remained private until October 2019, when fellow beauty YouTuber Jeffree Star revealed that de Jager had accepted a flat fee of approximately $50, 000 for the collaboration, while the brand reportedly generated over $10 million in sales from the collection. De Jager later confirmed she had signed a flat-fee contract, attributing the decision to her naivety and absence of legal counsel at the time. Beyond the financial, she expressed frustration that the quality of the mass-produced palettes did not match the lab samples she had approved, leading to negative reviews from fans who felt misled. De Jager this experience as a pivotal lesson in her career, influencing her decision to avoid eyeshadow collaborations for four years until she felt she had found a trustworthy partner.

Strategic Partnerships and Global Artistry Roles

even with the early setbacks, de Jager continued to secure high-profile partnerships. In 2017, she collaborated with Ofra Cosmetics to release a collection featuring three liquid lipsticks and a highlighter wheel named "Everglow." The partnership proved successful and was renewed in 2018 for the "Electro Glaze" collection, which introduced duochrome highlighters "Space Baby" and "Cloud 9." These products were marketed on their ability to shift colors under different lighting, aligning with de Jager's reputation for "blinding" highlighters. In January 2019, Marc Jacobs Beauty appointed de Jager as its -ever Global Artistry Advisor. In this capacity, she did not front campaigns was integrated into the product development process. Her role involved testing new formulas, creating digital content for the brand's channels, and providing professional makeup masterclasses. This partnership marked a shift from traditional influencer sponsorship to a more executive advisory position within a luxury beauty house. De Jager also expanded her reach into digital media hosting. In 2017, she partnered with Maybelline New York to host the YouTube web series I Make Up Like This. The ten-episode series featured de Jager mentoring micro-influencers in various makeup challenges, reinforcing her status as an educator in the beauty community.

Beauty Bay and Independent Ventures

In August 2020, de Jager returned to eyeshadow development through a collaboration with the British retailer Beauty Bay. The "NikkieTutorials x Beauty Bay" pressed pigment palette featured 20 shades and was marketed as a redemption project following her 2016 experience. De Jager stated that the partnership allowed her full creative control over the formula and packaging, which included a "split" design representing her dual persona. The palette sold out shortly after its release, validating her continued commercial viability.

Launch of Nimya

On September 23, 2021, de Jager launched her own beauty brand, Nimya. Unlike influencer brands backed by brand incubators, de Jager self-funded the venture to maintain complete ownership and creative autonomy. The brand debuted with a focus on skin preparation rather than color cosmetics, releasing four core products:

Product Name	Function	Key Feature
Where It All Starts Cream	Moisturizer / Primer	Creates a "sticky" base for makeup adherence
Set It & Forget It Spray	Setting Spray	Long-wear formula for event-proof makeup
License to Glow Serum	Glow Serum	Infused with grapefruit extract for radiance
Brr Brr Cooling Eye Stick	Eye De-puffer	Instant cooling effect for tired eyes

In 2024, Nimya expanded its portfolio with the release of the "Glow-ation" highlighter powders, directly addressing the category de Jager is most associated with. The brand operates with a direct-to-consumer model while securing retail partnerships with major European distributors like Douglas and Space NK.

Television and Media Hosting

De Jager's commercial appeal extended beyond beauty products into mainstream television. In May 2021, she served as a main host for the Eurovision Song Contest in Rotterdam, becoming the transgender host in the competition's history. Her performance was widely praised for its professionalism and digital integration, including her "LookLab" online series where she interviewed contestants. She also maintained a recurring relationship with the BBC Three competition series Glow Up: Britain's Make-Up Star. After appearing as a guest judge in Series 4 and 5, she returned in 2025 for Series 7, where she judged a commercial campaign challenge for her own brand, Nimya.

Television Career and Hosting Roles

Beyond her digital presence, de Jager has established a significant career in Dutch and international television. Her transition from YouTube to mainstream media began with reality competition appearances and evolved into major hosting roles, most notably for the Eurovision Song Contest. In 2017, de Jager participated in the Dutch game show The Big Escape, where she finished in sixth place. That same year, she appeared in the StukTV series Jachtseizoen. Her involvement in reality television expanded in January 2019 when she joined the nineteenth season of the popular Dutch program Wie is de Mol? (Who is the Mole?). She voluntarily exited the competition in the third episode due to the terminal illness of her younger brother, Mikai. In September 2020, she returned for the special 20th-anniversary season, Wie is de Mol? Renaissance. De Jager won the season and donated the €12, 580 prize fund to KWF Kankerbestrijding (Dutch Cancer Society) in honor of her brother.

Eurovision Song Contest

De Jager was selected as the online host for the Eurovision Song Contest 2020, which was scheduled to take place in Rotterdam. Following the event's cancellation due to the COVID-19 pandemic, she appeared in the replacement broadcast Eurovision: Europe Shine a Light on May 16, 2020. The European Broadcasting Union (EBU) confirmed her return for the 2021 edition, promoting her to a main hosting position alongside Chantal Janzen, Jan Smit, and Edsilia Rombley. This role made her the transgender person to host the contest in its history. In May 2024, de Jager was scheduled to serve as the spokesperson for the Dutch jury withdrew from the role following the controversial disqualification of Dutch entrant Joost Klein.

Talent Competitions and Judging

De Jager has frequently served as a judge and host for makeup-related talent shows. In 2019, she appeared as a guest judge on the BBC Three series Glow Up: Britain's Make-Up Star, a role she reprised for the show's sixth series in 2024. She also served as the head judge for the Dutch spin-off, Glow Up: The Dutch Make-Up Star, which premiered on Videoland in 2021. From 2021 to 2022, de Jager hosted and judged Make-Up Cup, a competition for young makeup artists aired on NPO Zapp. She continued her work with youth talent in January 2023 by launching Nikkie's Make-up Mansion on AVROTROS. In this series, ten contestants competed in creative challenges within a mansion setting, with guest judges such as Eloise van Oranje and Edsilia Rombley assisting in the evaluations. Since 2021, de Jager has been a team captain and panelist on the RTL 4 program Make Up Your Mind, a game show where celebrities perform in drag while a panel attempts to guess their identities. She appears alongside Fred van Leer and has remained a fixture on the show through its fourth season in 2024. also, she served as a guest judge on the season of Drag Race Holland in 2020, appearing in episodes two and eight.

Other Appearances

In late 2025, de Jager participated in the Videoland reality series Waar de F*ck is Stuk?, competing as a duo with her manager, Wes van Os. Her television credits also include appearances on Weet Ik Veel (2019) and a guest role as a judge in a RuPaul's Drag Race parody on De TV Kantine (2019).

Selected Television Roles (2017, 2025)

Year	Title	Role	Network/Platform
2017	The Big Escape	Contestant (6th Place)	NPO 3
2019	Wie is de Mol?	Contestant (Withdrew)	AVROTROS
2019	Glow Up (UK)	Guest Judge	BBC Three
2020	Wie is de Mol? Renaissance	Winner	AVROTROS
2020	Drag Race Holland	Guest Judge	Videoland
2021	Eurovision Song Contest	Main Host	EBU / NPO
2021, 2022	Make-Up Cup	Host / Judge	NPO Zapp
2021, Present	Make Up Your Mind	Team Captain / Panelist	RTL 4
2023	Nikkie's Make-up Mansion	Host	AVROTROS
2025	Waar de F*ck is Stuk?	Contestant	Videoland

Eurovision Song Contest 2021

Following the cancellation of the 2020 Eurovision Song Contest due to the COVID-19 pandemic, Nikkie de Jager was appointed as a main host for the 2021 edition in Rotterdam. Originally selected as the online presenter for the 2020 event, she transitioned to a primary role alongside Chantal Janzen, Jan Smit, and Edsilia Rombley. This promotion made de Jager the transgender person to host the Eurovision Song Contest in its history. Prior to the 2021 live shows, she served as the online host for the replacement broadcast, Eurovision: Europe Shine a Light, on May 16, 2020, where she reported on digital content and connected with artists remotely. The 2021 contest took place at the Rotterdam Ahoy, with the Grand Final airing on May 22, 2021. De Jager's performance was widely noted for her command of English and professional stage presence, distinguishing her from traditional broadcast presenters. to her main stage duties, she launched and hosted LookLab, a dedicated online series produced by the European Broadcasting Union (EBU). Filmed in a studio setting, LookLab featured de Jager interviewing all participating artists, discussing their rehearsal performances, fashion choices, and personal stories. The series was credited with modernizing the contest's digital engagement strategy, contributing to a significant increase in online viewership. De Jager used her platform to integrate advocacy into her wardrobe choices. She collaborated with Dutch designers to create three custom gowns for the two semi-finals and the Grand Final, each incorporating subtle tributes to the transgender pride flag. For the semi-final, she wore a black dress by David Laport featuring a split with pink and blue detailing. Her second look, designed by MAISON the FAUX, was encrusted with white, light pink, and light blue crystals. The Grand Final gown, created by Edwin Oudshoorn, was a purple ensemble that featured the trans flag colors embroidered over the heart.

Eurovision 2021 Verified Viewership Metrics

Metric	Statistic	Comparison to 2019
Total TV Reach	183 million viewers	Consistent with 2019
Youth Audience Share (15, 24)	52. 8%	+7 percentage points
YouTube Unique Viewers	50. 6 million	+28%
Online Audience Age (18, 34)	71% of live stream viewers	N/A

The broadcast achieved a cumulative audience of 183 million viewers across 36 markets. Data released by the EBU indicated a sharp rise in younger demographics, with the 15, 24 age group accounting for 52. 8% of the viewing share, a 7% increase from the 2019 contest. De Jager's presence and the digital- LookLab content were as key factors in driving this engagement. serious reception was positive, with media outlets praising her ability to the gap between traditional television presenting and internet culture. In interviews following the event, de Jager stated that her goal was to show that a transgender woman could succeed in a high-profile, mainstream hosting role without her identity being the sole focus of the narrative.

Launch of Nimya

On September 13, 2021, de Jager announced the launch of her proprietary beauty brand, Nimya, through a video on her YouTube channel. The brand officially debuted on September 23, 2021, following a development period of over three years. Unlike influencer-led brands backed by incubators or major cosmetic conglomerates, de Jager self-funded the venture. She stated that she refused outside investment to maintain full creative control, a decision she noted was financially risky, particularly following the robbery at her home in 2020 which had impacted her personal savings. Nimya positioned itself as a hybrid between skincare and makeup, focusing specifically on skin preparation ("prepping") to enhance the longevity and finish of cosmetic application. The brand's philosophy centered on the concept of creating one's own identity, with the slogan: "We live in a world full of labels, with Nimya, you get to create your own." Upon launch, the brand was certified cruelty-free. While initial reports indicated the presence of animal-derived ingredients like silk or honey in certain formulations, the brand clarified that it used plant-based alternatives, such as "vegan honey" (a blend of glycerin and sorbitol) to mimic the humectant properties of traditional honey. The initial collection consisted of four topical products and one tool, designed to be used in a specific sequence to prime the skin. The pricing strategy placed the brand in the mid-range "prestige" category, comparable to brands sold at Sephora or Space NK.

Initial Product Lineup (September 2021)

Product Name	Function	Key Ingredients/Features	Launch Price (USD)
Where It All Starts Cream	Moisturizer / Primer Hybrid	Glycerin, Lactic Acid, "Vegan Honey"	$30
License to Glow Serum	Radiance Serum	Grape Fruit Extract, Pineapple Extract, Marula Oil	$37
Set It & Forget It Setting Spray	Makeup Setting Spray	PVP (Polyvinylpyrrolidone) for hold	$25
Brrr Brrr Cooling Eye Stick	Depuffing Eye Treatment	Caffeine, Green Tea Extract, Xylitol	$22
Blow Before You Go Fan	Handheld Fan	USB-rechargeable tool for drying	$15

The flagship product, "Where It All Starts Cream," was marketed as a "makeup magnet," utilizing a sticky texture to grip foundation while providing hydration. De Jager revealed that a "glowy" version of the setting spray had been planned for the initial drop was pulled from production because the nozzle method did not meet her standards, delaying its release. At launch, Nimya was available exclusively through its direct-to-consumer website, shipping internationally. In December 2021, the brand secured its major retail partnership with Space NK, making the products available in physical stores across the United Kingdom. This expansion continued into 2022 and 2023, with the brand launching on platforms such as Nykaa in India and Beauty Bay for broader European distribution. serious reception focused on the efficacy of the primer-moisturizer hybrid, with reviewers noting its distinct tackiness which differentiated it from standard daily moisturizers.

Gender Identity and Coming Out

On January 13, 2020, de Jager released a 17-minute video titled "I'm Coming Out," in which she revealed she is a transgender woman. The disclosure was precipitated by a blackmail attempt; de Jager stated that an unnamed individual had threatened to leak her story to the media. Rather than allowing a third party to control the narrative, she chose to publish the information herself. In the video, she detailed her transition timeline, noting that she had fully transitioned by age 19, a process she underwent while simultaneously building her YouTube career. She shared that she began wearing girls' clothing by age six and started hormone blockers at age 14, followed by hormone replacement therapy. The video became the number one trending upload on YouTube shortly after its release, amassing over 32 million views within weeks. The drew widespread support from the online beauty community, LGBTQ+ advocates, and political figures in the Netherlands. In a follow-up video posted on January 28, 2020, de Jager confirmed that police had identified the blackmailer. Although she possessed the power to press charges and expose the individual, she declined to release their name, citing a desire to protect their family and surroundings from public backlash.

Key Events in Gender Advocacy (2020, 2022)

Date	Event	Significance
January 13, 2020	"I'm Coming Out" Video	Public disclosure of transgender identity following blackmail threats.
June 12, 2020	UN Goodwill Ambassador	Appointed to advocate for gender equality and Sustainable Development Goals.
December 1, 2020	Attitude Awards	Recipient of the Inspiration Award for her impact on the LGBTQ+ community.
September 13, 2021	Met Gala Debut	Paid tribute to Marsha P. Johnson with a "Pay it no mind" sash.
July 2022	The Knot Cover	transgender woman to appear on the cover of the wedding publication.

Following her disclosure, de Jager made her televised appearance on The Ellen DeGeneres Show on January 22, 2020. While the segment appeared cordial on air, de Jager later criticized the experience during an interview on the Dutch talk show De Wereld Draait Door. She described the atmosphere on the set as "cold and distant," contrasting it with the welcoming environment she expected. Specifically, she noted that she was not granted the same accommodations as other guests, stating she was denied access to the nearest restroom because it was reserved for the Jonas Brothers. She summarized the experience by saying, "I expected a Disney show, got Teletubbies after dark." De Jager continued to use her platform for advocacy throughout 2020 and 2021. In June 2020, the United Nations appointed her as a Goodwill Ambassador, a role in which she focused on gender equality. Later that year, she received the Inspiration Award at the Virgin Atlantic Attitude Awards. In her acceptance speech, she emphasized the importance of visibility and resilience for the transgender community. Her advocacy extended to her professional engagements; in May 2021, she served as a host for the Eurovision Song Contest in Rotterdam, becoming the transgender person to host the competition in its history. At the 2021 Met Gala, de Jager used her fashion choices to honor LGBTQ+ history. She wore a teal tulle gown designed by Edwin Oudshoorn, accompanied by a floral headpiece and a sash bearing the phrase "Pay it no mind." This ensemble was a direct tribute to Marsha P. Johnson, a prominent figure in the Stonewall riots, who used the phrase to deflect questions about her gender. De Jager stated that she wanted to bring the legacy of trans ancestors to the forefront of one of the world's most exclusive fashion events. In July 2022, she further broke blocks by becoming the transgender woman to feature on the cover of The Knot magazine, where she discussed her upcoming wedding and the significance of trans representation in the bridal industry.

2020 Armed Robbery Incident

On August 8, 2020, Nikkie de Jager and her fiancé, Dylan Drossaers, were victims of a violent armed robbery at their residence in Uden, Netherlands. The incident occurred at approximately 4: 00 PM, when at least three masked intruders forced entry into the couple's home. The perpetrators were armed with a handgun and a large kitchen knife. During the home invasion, de Jager and Drossaers were assaulted, threatened at gunpoint, and restrained using duct tape, cable ties, and rope. The robbers held the couple captive for an extended period before fleeing the scene with valuables including jewelry, keys, and a designer bag. De Jager publicly addressed the incident shortly after the perpetrators fled. In a statement released on social media, she described the event as one of her "biggest nightmares" becoming reality. While she confirmed that she and Drossaers were physically safe, she noted that Drossaers had sustained superficial injuries during the attack. The psychological impact was severe; de Jager later revealed she had been diagnosed with post-traumatic stress disorder (PTSD) as a direct result of the invasion. She returned to creating content a week later with a video titled "I'm Coming Out," where she candidly discussed the trauma emphasized her refusal to let the event dictate her life.

Investigation and Arrests

The Dutch police immediately launched a major investigation, utilizing forensic evidence and digital surveillance. Investigators recovered DNA evidence from the crime scene and analyzed cell phone tower data to track the movements of the suspects. The getaway vehicle, identified as a beige passenger car, was traced fleeing towards the A50 motorway. In December 2020, four months after the robbery, law enforcement announced the arrest of several suspects in the Rotterdam and Ridderkerk areas. These arrests were part of a broader crackdown on a criminal ring responsible for a series of violent robberies targeting high-profile individuals, including football analyst René van der Gijp.

Trial and Sentencing

The trial for the suspects took place at the District Court in Rotterdam. Prosecutors presented evidence that the group had conducted surveillance on de Jager's home prior to the attack. In 2021, the court heard testimony regarding the brutality of the robbery, including details that a firearm had been pressed against the victims' chests. The perpetrators threatened the couple, warning them to remain seated for thirty minutes after their departure or face lethal consequences. In July 2022, the Rotterdam court delivered guilty verdicts for the men involved. The sentences were later upheld and adjusted during appeal proceedings at the Court of Appeal in The Hague in February 2024. The court ruled that while the men committed the robberies in varying compositions, there was insufficient evidence to legally classify them as a fixed "criminal organization," though this distinction did not significantly reduce the severity of their individual sentences for the armed robbery itself.

Key Perpetrators and Sentences (2024 Appeal Ruling)

Defendant	Age (at sentencing)	Role / Charges	Sentence
Hamza T.	24	Armed robbery of de Jager; possession of firearms.	5 years, 6 months
Eddie N.	27	Armed robbery of de Jager (DNA found at scene).	5 years
Younes S.	23	Complicity in other robberies; acquitted of de Jager robbery.	4 years

The convictions brought a measure of closure to the case, though de Jager continued to speak openly about the lasting mental health effects. During the trial, victim impact statements highlighted the loss of security felt by the couple in their own home. The court's decision to impose multi-year prison terms reflected the "excessive violence" and "cowardly" nature of the crime, with judges noting the targeted nature of the attack on a public figure.

Personal Life and Marriage

De Jager resides in Uden, Netherlands, with her husband Dylan Drossaers. She has frequently described her personal life as a source of stability amidst her public career, though it has been marked by significant trauma and loss. In 2018, she began dating Drossaers, a relationship she made public in January 2019. During a trip to Italy in August 2019, Drossaers proposed to de Jager at a seaside restaurant, and the couple announced their engagement shortly after. The couple married on September 6, 2022. The wedding ceremony was an intimate affair attended by close friends and family. De Jager wore a custom Viktor & Rolf gown featuring a single satin sleeve, a crystal-encrusted bodice, and a full tulle skirt, while Drossaers wore a teal suit. She walked down the to a rendition of Lady Gaga's "Always Remember Me This Way." Following the marriage, she updated her name on personal platforms to Nikkie de Jager-Drossaers.

Coming Out and Blackmail

In January 2020, de Jager released a video titled "I'm Coming Out," in which she revealed she is a transgender woman. She disclosed that the timing of the announcement was forced by an extortionist who had threatened to leak her gender identity to the press. De Jager stated that the blackmailer wanted to destroy her career, the public response was overwhelmingly supportive. Police later identified the individual responsible, de Jager chose not to release their name publicly, stating that she did not want to lower herself to their level or cause harm to the perpetrator's family.

2020 Armed Robbery

On August 8, 2020, de Jager and Drossaers were victims of an armed robbery at their home in Uden. Three men invaded the property, holding the couple at gunpoint. During the incident, the perpetrators tied them up and physically assaulted them before fleeing with jewelry and a Louis Vuitton bag. De Jager later described the event as one of the most traumatizing experiences of her life, noting that she suffered from post-traumatic stress symptoms in the aftermath. In December 2020, Dutch police arrested several suspects in connection with the robbery. The investigation linked the men to a series of violent thefts targeting celebrities. In 2021, the perpetrators were convicted, with sentences ranging up to five and a half years for their involvement in the crime ring.

Family and Loss

De Jager's personal life was also shaped by the long-term illness and death of her younger brother, Mikai. Diagnosed with lymphatic cancer, Mikai passed away on May 24, 2018, at the age of 14. De Jager was open about the toll his illness took on her family, frequently filming videos as a form of "makeup therapy" during his treatment. Following his death, she dedicated a tribute video to him titled "Red for my Little Brother," using his favorite color to honor his memory. She has stated that her career milestones, such as reaching 10 million subscribers, are frequently bittersweet as they remind her of his absence.

Key Personal Milestones

Date	Event	Details
May 24, 2018	Brother's Passing	Mikai de Jager died of lymphatic cancer at age 14.
August 2019	Engagement	Engaged to Dylan Drossaers in Italy.
January 13, 2020	Coming Out	Revealed transgender identity following blackmail threats.
August 8, 2020	Home Invasion	Robbed at gunpoint in Uden home; suspects later imprisoned.
September 6, 2022	Marriage	Married Dylan Drossaers; wore custom Viktor & Rolf.

Industry Acclaim and Digital Honors

Since her rise to global prominence in 2015, Nikkie de Jager has amassed a significant collection of accolades that reflect her dominance in both the digital beauty sphere and mainstream television. Her transition from a specialized makeup artist to a multimedia personality is charted through a diverse range of awards, spanning from specific social media honors to prestigious national television trophies. Between 2015 and 2025, de Jager secured victories at the Shorty Awards, Teen Choice Awards, and the American Influencer Awards, while also achieving historic recognition within the Dutch entertainment industry. De Jager's initial wave of major recognition arrived during the peak of the "beauty guru" era on YouTube. In 2017, she secured the YouTube Guru award at the 9th Annual Shorty Awards, a ceremony dedicated to honoring the best in social media. This victory highlighted her ability to maintain high engagement and technical artistry in a saturated market. That same year, her influence among younger demographics was solidified when she won the Choice Web Star: Fashion/Beauty surfboard at the Teen Choice Awards. These wins established her as a leading figure in the digital beauty community, distinguishing her content through its focus on major power and technical skill rather than mere lifestyle vlogging. Her standing in the professional beauty community was further validated by the American Influencer Awards, where she became a perennial favorite. De Jager won the title of International Makeup Influencer of the Year three times, securing the trophy in 2017, 2019, and 2020. These consistent victories demonstrated her sustained relevance and the loyalty of her international audience even as platforms like TikTok began to alter the of beauty content. to individual accolades, her commercial partnerships garnered industry praise; she won a Streamy Award in 2019 for Best Branded Content: Video. The winning entry, a collaboration with Marc Jacobs Beauty featuring Snoop Dogg, was praised for its method to influencer marketing, blending high-end artistry with unexpected pop culture crossovers.

Mainstream Television Breakthrough

The year 2021 marked a pivotal shift in de Jager's career trajectory, moving her recognition beyond the confines of the internet and into traditional broadcasting. Following her widely praised performance as a host of the Eurovision Song Contest 2021 in Rotterdam, she received the Televizier-Ster Presentatrice (Best Female Presenter) at the Gouden Televizier-Ring Gala. This award is considered the most prestigious honor for television personalities in the Netherlands. Winning the Televizier-Ster was a historic moment, as it signaled the acceptance of a digital- creator by the traditional television establishment. In her acceptance speech, de Jager dedicated the award to "outsiders," emphasizing the significance of a transgender woman winning a mainstream national television award. Her hosting role was not only a personal triumph also a serious success, with media outlets across Europe commending her professionalism, command of the stage, and authentic connection with the audience. In the same year, de Jager's domestic popularity was further confirmed by the younger generation. She won the Nickelodeon Kids' Choice Award for Favoriete Ster Nederland (Favorite Star Netherlands) in 2021. This victory required beating out other prominent Dutch celebrities and influencers, showcasing her broad appeal across different age groups. While she continued to receive nominations for digital-focused awards, such as the People's Choice Awards, where she was a nominee for Beauty Influencer of the Year in 2018, 2019, and 2020, her 2021 victories firmly established her as a hybrid entertainer capable of commanding both digital and linear stages.

List of Awards and Nominations

The following table details the major awards and nominations received by Nikkie de Jager between 2015 and 2025.

Year	Award Ceremony	Category	Nominated Work	Result
2017	Shorty Awards	YouTube Guru	NikkieTutorials	Won
2017	Teen Choice Awards	Choice Web Star: Fashion/Beauty	NikkieTutorials	Won
2017	American Influencer Awards	International Makeup Influencer of the Year	NikkieTutorials	Won
2018	People's Choice Awards	Beauty Influencer of the Year	NikkieTutorials	Nominated
2018	Teen Choice Awards	Choice Fashion/Beauty Web Star	NikkieTutorials	Nominated
2019	Streamy Awards	Branded Content: Video	NikkieTutorials x Snoop Dogg	Won
2019	American Influencer Awards	International Makeup Influencer of the Year	NikkieTutorials	Won
2019	People's Choice Awards	Beauty Influencer of the Year	NikkieTutorials	Nominated
2019	Teen Choice Awards	Choice Fashion/Beauty Web Star	NikkieTutorials	Nominated
2020	American Influencer Awards	International Makeup Influencer of the Year	NikkieTutorials	Won
2020	CelebMix Awards	Social Media Star	NikkieTutorials	Won
2020	Shorty Awards	YouTuber of the Year	NikkieTutorials	Nominated
2020	People's Choice Awards	Beauty Influencer of the Year	NikkieTutorials	Nominated
2021	Gouden Televizier-Ring Gala	Televizier-Ster Presentatrice	Eurovision Song Contest 2021	Won
2021	Nickelodeon Kids' Choice Awards	Favoriete Ster Nederland	NikkieTutorials	Won
2021	Streamy Awards	Beauty	NikkieTutorials	Nominated
2022	Streamy Awards	Beauty	NikkieTutorials	Nominated

Television and Filmography

Nikkie de Jager expanded her media presence beyond digital platforms through significant roles in traditional television between 2017 and 2025. Her transition to broadcast media included hosting duties for major international events and participation in competitive reality series. In May 2021 she served as a main host for the Eurovision Song Contest in Rotterdam alongside Chantal Janzen, Edsilia Rombley, and Jan Smit. This role marked a historic milestone as de Jager became the transgender host in the competition's 65-year history. The event reached an audience of 183 million viewers across 36 markets. She managed the online "LookLab" segments and conducted live interviews with contestants. De Jager secured a prominent position in the Dutch reality franchise Wie is de Mol? (Who is the Mole?). She competed in the nineteenth season in 2019. Her participation ended in the third episode when she voluntarily exited the competition to care for her terminally ill brother. Broadcasters invited her back for the special twentieth anniversary season titled Wie is de Mol? Renaissance in September 2020. De Jager won the season after successfully identifying Jeroen Kijk in de Vegte as the saboteur. She donated the entire prize pot of €12, 580 to KWF Kankerbestrijding (Dutch Cancer Society) in honor of her brother. Her work in makeup artistry translated to television judging roles. In 2019 she appeared as a guest judge on the BBC Three series Glow Up: Britain's Make-Up Star. She returned to the British franchise for its sixth series in 2024. De Jager hosted the Dutch iteration of the format titled Glow Up: The Dutch Make-Up Star which premiered on Videoland in March 2021. She simultaneously hosted and judged Make-Up Cup on NPO Zapp starting in January 2021. This program featured young makeup talents competing in creative challenges. De Jager also served as a guest judge on Drag Race Holland for two episodes during its debut season in 2020. De Jager made a notable appearance on American television in January 2020. She was a guest on The Ellen DeGeneres Show one week after releasing her coming-out video. The segment focused on her gender identity and the blackmail attempt that precipitated her public disclosure. De Jager later criticized the production environment of the show during an interview on the Dutch program De Wereld Draait Door. She described the experience as "cold" and noted a sharp contrast between the friendly on-air persona and the backstage reality. YouTube Originals released a four-part documentary series titled NikkieTutorials: of Me in December 2020. The series chronicled her career trajectory and personal life. It provided behind-the-scenes footage of her coming out process and the subsequent global reaction. The production offered verified insights into her childhood and the professional management of her brand during her transition.

Television Credits

Year	Title	Role	Network/Platform	Notes
2017	The Big Escape	Contestant	AVROTROS	Finished in 6th place
2019	Wie is de Mol?	Contestant	AVROTROS	Voluntary exit in Episode 3
2019	Glow Up (UK)	Guest Judge	BBC Three	Series 1, Episode 3
2020	The Ellen DeGeneres Show	Guest	Syndicated	Episode aired Jan 22, 2020
2020	Wie is de Mol? Renaissance	Contestant	AVROTROS	Winner
2020	Drag Race Holland	Guest Judge	Videoland	Season 1, Episodes 2 & 8
2020	of Me	Self	YouTube Originals	4-part documentary series
2021	Make-Up Cup	Host / Judge	NPO Zapp	Children's competition series
2021	Glow Up: The Dutch Make-Up Star	Host / Judge	Videoland	Season 1
2021	Eurovision Song Contest	Host	EBU / AVROTROS	Live broadcast to 183M viewers
2024	Glow Up (UK)	Guest Judge	BBC Three	Series 6

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