British retailer Beauty Bay has launched a limited edition palette with Dutch influencer and YouTube sensation Nikkie de Jager.
Better known by her channel name, NikkieTutorials, this is the 26-year-old’s first collaboration with a UK brand.
The new 20-pan product features a combination of 12 matte, six shimmer and two duochrome shades that is said to symbolise the two sides of de Jager’s personality.
The shades are also said to help users ‘push boundaries’ with their make-up looks.
“I’ve always been a major fan of Beauty Bay and their formula when I tried their collaboration palette with MMMMitchell,” said de Jager.
“I just knew that together we could create my dream palette. From the beginning the team felt like a safe and trustworthy family, something I didn’t experience with my other eyeshadow collaboration.”
In 2016, de Jager teamed up with Too Faced on a eyeshadow palette product, but backlash ensued from consumers who claimed the product was poorer quality than depicted in the reveal.
She consequently fell out of favour with viewers and in an interview with Insider said: “It almost cost me my career.”
Since the backlash, the transgender MUA has gone to land a place on Forbes’ list of the ten most powerful beauty influencers and worked on Marc Jacobs Beauty’s campaign for its Highliner Liquid-Gel Eyeliners with Lila Moss.
Speaking about the new partnership, David Gabbie, Beauty Bay’s CEO, said: “Like Beauty Bay, Nikkie is beauty obsessed and loves to share her obsessions with the world.
“She is at the forefront of new and emerging make-up trends, always willing to try new products and take risks with her beauty try-outs.”
He added: “We were drawn to working with Nikkie because she is an incredibly talented make-up artist and also an icon for self acceptance and self-love.
“Nikkie is a multifaceted woman who is constantly evolving along with her beauty looks.
“She is also an authentic fan of Beauty Bay, which was important to us.
“Nikkie will lend her impactful voice to help inspire consumers to create their own unique looks with the palette.”
Palette concept
The mixed colour story of the palette is said to be de Jager’s ‘must have’ shades, with everyday essentials as well as bold darks and bright colours.
This is said to represent her ‘evil twin’, represented by the contrasting colours.
Meanwhile, the shade names are all said to be meaningful to de Jager; the True Red colour is named after her younger brother who passed away in 2018.
The product is available exclusively at beautybay.com and retails at £25.