This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Nikkie De Jager, better known as Nikkie Tutorials, started posting makeup videos to her YouTube channel in 2008, at 14 years old. Her viral 2015 video, “The Power of Makeup,” catapulted her following. In the video, she drastically transforms a natural look into full glam. She positioned it as a statement against makeup shamers, expressing that people should be able to wear whatever they want. Launched in 2021, De Jager’s makeup brand, Nimya, offers products including a deep moisturizing lip balm and a glow serum, all at an affordable price range.
Why did you decide to bring a brand into this crowded marketplace?
I’ve been in this industry for more than 14 years. I always want to find the greatest products. But sometimes I was still missing the right formula or product, so I tried to make them myself!
What makes the brand different?
Well foremost, almost everything has been made… But with no investors behind it besides myself… I’m absolutely in full control. We honestly just release the products that are really good enough. So not having that pressure as an indie-brand really empowers me to launch whenever we want and can. I feel like our customers should feel that passion.
Fun fact:
Nobody knows what the brand name stands for…Our motto is: “We live in a world full of labels, but with Nimya, you get to create your own.” In a way not sharing the meaning behind our brand name is a lesson that we want to teach. You should accept somebody’s label or expression instead of questioning the meaning right away.
Best seller:
Our “Hello Nimya Bundle” + “Spill The Juice! Lip gloss”.
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