Marc Jacobs Beauty has announced Nikkie de Jager as its first Global Artistry Advisor. The make-up artist, who is known for delivering make-up tutorials via her YouTube channel nikkietutorials, will be involved in product development as well as creating content for the brand.

“One of the things we love most about Nikkie, along with her disarming authenticity, is that she began her career in editorial artistry, before transitioning full-time into the digital realm and creating content for YouTube and Instagram. We recognized Nikkie’s talent as both an artistry and digital beauty expert, and are excited to evolve beyond traditional beauty partnerships,” commented Tara Loftis, VP of Marketing, Kendo

“I’ve always believed that make-up is a form of self-expression and there is no shame in experimenting with it,” added de Jager. “Marc Jacobs shares a similar ‘shameless’ approach to beauty, which I so admire, and I quickly fell in love with his beauty products when I was first sent the re(marc)able full cover foundation concentrate a few years ago. since then, I’ve consistently loved using Marc Jacobs beauty products and it was after attending Marc’s fashion week show last spring that we decided to explore how, and what, we could beautifully create together.”