Nikki @nikki_bella

What does it take to revolutionize digital beauty content? For Nikkie de Jager, it began with an unwavering belief in authenticity and creative curiosity. Born on 1994-03-02 in Wageningen, Netherlands, Nikkie found her voice in the early days of YouTube, uploading makeup tutorials that blended technical skill with personal warmth. Years later, her 2015 video "The Power of Makeup" resonated around the world, inviting people to embrace both their bare and made‑up selves and sparking countless imitations and discussions across social platforms.

It was during the late 2010s that Nikkie's influence expanded beyond beauty videos; she became a respected voice in the broader creator economy, serving as Global Beauty Adviser for Marc Jacobs Beauty in 2019 and later launching her own cosmetic brand, Nimya, in 2021 after a multi‑year development process that mirrored her meticulous creative ethos. Despite her success, Nikkie faced deeply personal challenges - including navigating public attention around her identity and overcoming a distressing blackmail attempt that led her to come out as transgender in 2020, moments she shared candidly with her audience.

Overcoming adversity on and off camera, she continued to broaden her artistic range, hosting major events like the Eurovision Song Contest in 2021, where she became the first transgender presenter of the show, and participating in global campaigns that emphasized inclusivity. Recognition followed, from Shorty Awards to Teen Choice and Streamy accolades, each reflecting her impact on beauty culture and digital storytelling. Tying technical expertise with emotional honesty, she maintained a channel where makeup was never just about aesthetics but a vehicle for empowerment. Through collaborations with major brands and meaningful engagement with her followers, Nikkie's journey embodies the iterative cycles of creating, reflecting, and innovating that define the best in online creative work.

Today, Nikkie de Jager remains a potent symbol of vision and courage, whose influence continues to shape digital beauty content and inspire future creators.