Nikkie de Jager, better known by her YouTube handle NikkieTutorials, broke the internet this week announcing she is MTF transgender. The video announcement went viral Monday afternoon, coming one day after Jeffree Star announced his separation from long-time boyfriend Nathan. As the makeup world buzzes with scandal and gossip, one has to wonder, how much is NikkieTutorials worth?
About Nikkie de Jager
Nikkie de Jager is a self-taught makeup artist. Like many other online influencers, she’s been able to make a killing sharing videos, photos, and content on social media. On YouTube alone, she has more than 12.5 million subscribers and 1.1 billion views.
De Jager first began uploading videos on YouTube in 2008 when she was just 14 years old. She gained popularity on the internet in 2015 after her video “The Power of Makeup” went viral.
How Much is NikkieTutorials Worth?
Nikkie de Jager of NikkieTutorials is worth about $6 million. She earns this money mainly through YouTube, social media, and endorsements. Her earnings come in between $12,000 and $55,000 per month, depending on what projects she has going on. Sources state she brings in around $1.2 million from YouTube ads alone each year.
Too Faced Controversy
In the fall of 2019, Jeffree Star and Shane Dawson were releasing videos that explored the world of developing and producing makeup. They talked about some of the collaborations other makeup artists have taken and pointed out some individuals got the short end of the stick, naming Nikkie de Jager as one. When she collaborated with Too Faced, De Jager only received $50,000, even though it made more than $10 million in stores.
Too Faced not only underpaid her but also used less-than-quality ingredients to produce the palette, which damaged De Jager’s reputation.
I signed my contract with TF back then because I was naive & didn’t know better. at the end of the day, I signed it, it’s my own fault— but what I’ll never forgive is that “allegedly” they changed the palette’s quality behind my back. 1000’s of negative reviews & I was clueless
— NikkieTutorials (@NikkieTutorials) October 6, 2019
Too Faced Transphobic Comments
After that scandal, Too Faced is in hot water again when it comes to De Jager after making transphobic comments following her “coming out” video release. Fans of De Jager are boycotting the brand after the company’s co-founder’s sister posted this to her Instagram.
Fans picked up on her comments immediately and began to attack her online saying things like…
Too Faced cosmetics is run by transphobic people. This is absolutely disgusting and trashy. I stand with #NikkieTutorials and the trans community and suggest everyone #boycott TOO FACED COSMETICS! pic.twitter.com/l6MavwsHhr
— ًً (@ladygaygay) January 14, 2020
Endorsements and Product Launches
On top of her collab with Too Faced, which many people believe she was jipped on, she has her own line of Ofra liquid lipstick and highlighter palette. De Jager has also collaborated with Maybelline. In December 2019, she also got the chance to collab with pop star Lady Gaga by helping promote and give away the makeup brand Haus Labs.
De Jager has also been able to land a number of lucrative endorsements with other brands. She teamed up with Marc Jacobs as an influencer and has also been associated with the following companies…
- Annytude
- Benefit Cosmetics
- Cake Face Beauty
- Electa Manuputty
- Fenty Beauty by Rihanna
- Helen E
- INGLOT Cosmetics
- Jouer Cosmetics
- Juvia’s Place
- Lancôme
- Lilly Lashes
- Morphe brushes
- Pat McGrath
- Volkswagen
Future Earnings and Personal Life
There is no doubt Nikkie de Jager is far from leaving the online influencer world. Although she hasn’t mapped out any future plans explicitly, many people are looking to her now to see what her next moves will be after coming out in her video yesterday. However, the video has only made her more popular online, which will certainly help her earnings.
Her personal life is going well too. Last year, while traveling in Italy, she got engaged to her boyfriend Dylan. The two have been dating over a year.
(Photo by Jason Kempin/Getty Images for Shorty Awards)
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Amanda Blankenship is the Director of Social Media for District Media. In addition to her duties handling everything social media, she frequently writes for a handful of blogs and loves to share her own personal finance story with others. When she isn’t typing away at her desk, she enjoys spending time with her daughter, husband, and dog. During her free time, you’re likely to find her with her nose in a book, hiking, or playing RPG video games.
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