Nikkie de Jager

Early Life and Career Beginnings

Nikkie de Jager's rise to global prominence is anchored in her 2015 viral sensation, "The Power of Makeup," yet her personal history and professional origins were brought into sharp focus through major made between 2015 and 2020.

Born on March 2, 1994, in Wageningen, Netherlands, de Jager's early years remained largely private until she released her "I'm Coming Out" video on January 13, 2020. In this disclosure, forced by an extortion attempt, she confirmed she is a transgender woman and had begun her transition during her childhood.

De Jager stated that she identified as a girl by age six and began wearing girl's clothing at age seven or eight. With the support of her mother, whom she frequently refers to as "Mama Tutorials," she started hormone blockers at age 14 and fully transitioned by age 19.

This timeline coincides with the launch of her YouTube channel in 2008, meaning she built her initial audience while undergoing her medical transition. She the American reality series The Hills and Lauren Conrad's aesthetic as the primary inspiration for her entry into makeup artistry.

While she uploaded videos for years to a modest audience, her career trajectory shifted violently in May 2015. Her video "The Power of Makeup" challenged "makeup shaming" by showing her face half-glam and half-bare.

The upload went viral, accumulating over 43 million views by late 2024 and sparking a worldwide challenge where users posted similar half-faced selfies. This single piece of content transitioned her from a niche creator to a top-tier beauty influencer.

Following her 2015 breakout, de Jager secured high-profile opportunities, though not all proved beneficial. In 2016, she collaborated with Too Faced Cosmetics on a palette and product bundle.

Years later, in 2019 and 2020, details emerged that she signed a flat-fee contract for approximately $50, 000, while the collection reportedly generated over $10 million in profits for the brand. This became a central topic in discussions about creator exploitation in the beauty industry.

Even with this setback, her influence grew; she won the Teen Choice Award for Choice Fashion/Beauty Web Star in August 2017.

Her professional ascent occurred alongside significant personal challenges. In 2017, de Jager announced that her younger stepbrother, Mikai, had been diagnosed with a rare form of lymphatic cancer. He passed away in May 2018 at the age of 14.

De Jager openly discussed the impact of this loss on her mental health and creativity during subsequent interviews and videos, marking a period where her content briefly slowed as she grieved.

By the end of 2019, de Jager had solidified her status as a top earner and industry leader, serving as the Global Beauty Adviser for Marc Jacobs Beauty. Her ability to maintain a massive audience, surpassing 12 million subscribers by early 2020, while navigating private struggles and industry disputes set the stage for her to take full control of her narrative in the decade.

The Power of Makeup and Viral Stardom

On May 10, 2015, de Jager uploaded a video titled "The Power of MAKEUP!" that fundamentally altered the trajectory of her career and the broader online beauty community. In the video, she applied full-glam makeup to only one side of her face while leaving the other side completely bare.

The visual contrast was designed to challenge "makeup shaming", the criticism that women who wear makeup are doing so out of insecurity or to impress men. De Jager argued that makeup is a form of artistry and transformation, stating, "I just want people to know that makeup is fun and there are no rules.".

The video went viral immediately, amassing millions of views within weeks and eventually surpassing 40 million views. It sparked a global social media trend where tens of thousands of users posted their own half-faced selfies using the hashtag #ThePowerOfMakeup.

This single upload transitioned de Jager from a successful niche creator to a mainstream internet celebrity, pushing her subscriber count past the 1 million mark in 2015.

Commercial Expansion and The Too Faced Controversy

Following her viral success, de Jager entered into her major commercial partnership in 2016 with the cosmetics brand Too Faced. The collaboration resulted in "The Power of Makeup by NikkieTutorials," a collection released on August 15, 2016, which included an eyeshadow palette, eyeliner, mascara, and glitter.

While the launch was commercially successful, selling over $10 million in product, it later became the center of a significant industry controversy.

Years later, during a 2019 documentary series by YouTuber Shane Dawson, it was revealed that de Jager had signed a contract that paid her a flat fee of approximately $50, 000, with no royalties on the millions in profit generated by the collection.

also, consumers and de Jager herself criticized the quality of the product sold in stores, alleging it was inferior to the lab samples she had approved. De Jager later described the experience as a harsh lesson in business, admitting she was "naive" at the time of signing.

This incident became a pivotal case study in the influencer economy regarding fair compensation and intellectual property rights.

Celebrity Collaborations and Mainstream Crossover

Between 2017 and 2020, de Jager leveraged her platform to collaborate with A-list celebrities, frequently adapting her "Power of Makeup" format for them. These high-profile features solidified her status as a top-tier beauty authority.

Her collaboration with Kim Kardashian West was particularly significant, bridging the gap between traditional Hollywood fame and the new wave of digital influencers. In the video, Kardashian allowed de Jager to apply makeup to only half her face, mirroring the format that made de Jager famous. By 2018, the NikkieTutorials channel had surpassed 10 million subscribers.

Eurovision and Met Gala (2021)

De Jager's influence expanded beyond YouTube into traditional media and high fashion in 2021. She was selected as a host for the Eurovision Song Contest 2021 in Rotterdam, becoming the transgender person to host the competition.

Originally slated to be an online host for the cancelled 2020 event, her role was upgraded to a main stage presenter alongside Chantal Janzen, Edsilia Rombley, and Jan Smit. Her performance was widely praised for her professionalism and command of the global stage.

Later that year, on September 13, 2021, de Jager attended the Met Gala, themed "In America: A Lexicon of Fashion." She wore a teal tulle gown by Dutch designer Edwin Oudshoorn, accompanied by a floral headdress. The look was a direct tribute to Marsha P. Johnson, a Black transgender activist and prominent figure in the Stonewall riots.

A sash on the dress bore the phrase "Pay it no mind," Johnson's famous response when questioned about her gender. De Jager stated that she wanted to use her platform at one of the world's most exclusive fashion events to honor the history of the trans community.

Business Ventures and Brand Collaborations

Between 2015 and 2025, Nikkie de Jager expanded her portfolio from content creation to high- business ventures, product development, and global brand ambassadorships. Her career in this period is defined by a transition from standard influencer marketing deals to equity-based ownership and executive advisory roles.

This shift was frequently precipitated by early industry exploitations, most notably her 2016 contract with Too Faced Cosmetics, which later became a case study in influencer-brand power.

Nimya by NikkieTutorials

On September 23, 2021, de Jager launched her own beauty brand, Nimya by NikkieTutorials. Unlike influencer brands backed by incubators or venture capital, de Jager reportedly self-funded the venture to maintain full creative and financial control. The brand's debut collection focused on skin preparation rather than color cosmetics, a strategic pivot from the heavy eyeshadow looks she was known for.

The initial product line included four items designed to prep the skin for makeup application:

De Jager stated that the brand was in development for three years prior to launch. The release was delayed due to personal setbacks, including a robbery at her home in 2020. Nimya is sold exclusively through its own e-commerce platform and select retailers like Space NK in the UK and Douglas in Europe.

The Too Faced Controversy (2016)

In July 2016, de Jager released a collaboration with Too Faced Cosmetics, featuring a palette, eyeliner, and mascara. While the "The Power of Makeup" collection was a commercial success, selling over 150, 000 units and generating an estimated $8. 4 million in revenue, the financial terms of the deal became a subject of intense scrutiny years later.

In 2020, following her coming out, details emerged that de Jager was paid a flat fee of approximately $50, 000 for the collaboration, with no royalty percentage on sales. This between her payout and the brand's revenue sparked widespread debate regarding fair compensation for influencers.

also, consumers reported quality inconsistencies between the PR samples sent to other influencers and the mass-market products sold in stores. De Jager later confirmed she had been "naive" during the contract negotiations and expressed regret over the product quality problem, which she felt damaged her reputation.

Relations with the brand further in January 2020. Following de Jager's announcement that she is transgender, Dani California, the sister of Too Faced co-founder Jerrod Blandino, made transphobic comments on social media. Blandino subsequently fired his sister from the company, issuing a statement that he was "disgusted" by her actions.

Ofra Cosmetics Partnership and Split

De Jager maintained a long-term partnership with Ofra Cosmetics, beginning in 2017. The collaboration produced several high-selling SKUs, including the "Everglow" highlighter wheel and a series of liquid lipsticks. In 2018, they launched the "Glow Baby Glow" collection, featuring the "Space Baby" and "Cloud 9" highlighters, which utilized new duochrome technology.

This partnership ended abruptly in May 2021. Social media users discovered a photo of David Gaito, the part-owner and Vice President of Ofra Cosmetics, making a hand gesture associated with white supremacy while wearing a "Make America Great Again" hat.

De Jager publicly condemned the image, stating she was "mortified and disgusted." She immediately cut ties with the brand, halting all promotion of her collaborative products. Ofra Cosmetics subsequently announced the resignation of David Gaito and his wife, Ofra Gaito, from their executive roles.

Marc Jacobs Beauty and Other Major Contracts

In January 2019, Marc Jacobs Beauty appointed de Jager as their -ever Global Artistry Advisor. This role extended beyond traditional endorsement; she was tasked with consulting on product development, digital strategy, and content creation. The partnership signaled a shift in how luxury heritage brands integrated digital influencers into their corporate structures.

Beauty Bay Collaboration (2020): In August 2020, de Jager released a 20-pan eyeshadow palette with the online retailer Beauty Bay. The palette, which featured a mix of matte and shimmer shades representing her "bright" and "dark" sides, sold out within eight hours of its launch.

Maybelline: In 2017, de Jager hosted the YouTube series "I Make Up Like This" for Maybelline New York, where she mentored micro-influencers. In 2018, the brand released a "Master Chrome" highlighter associated with her, though the nature of the contract, whether a full collaboration or a licensing deal, remained distinct from her equity-heavy projects like Nimya.

Eurovision Song Contest (2020, 2021)

While primarily a broadcast role, de Jager's contract to host the Eurovision Song Contest represented a significant expansion of her business brand into mainstream media. She was originally signed as the online host for the 2020 event.

After its cancellation due to the COVID-19 pandemic, she was upgraded to a main stage host for the 2021 contest in Rotterdam. This role made her the transgender host in the competition's history, broadcasting to an audience of over 180 million viewers.

Television Hosting and Eurovision Song Contest 2021

Following her global online success, Nikkie de Jager expanded her career into mainstream television, securing prominent roles in Dutch and international productions between 2019 and 2023. Her transition from digital content creation to broadcast media was marked by her participation in the reality game show Wie is de Mol? and her historic role as a host for the Eurovision Song Contest.

Wie is de Mol?

De Jager participated in the nineteenth season of the popular Dutch reality series Wie is de Mol? (Who is the Mole?) in January 2019. She was eliminated in the third episode. In September 2020, she returned for the special twentieth-anniversary season, titled Wie is de Mol? Renaissance, which featured former contestants seeking redemption.

During the Renaissance season finale on October 24, 2020, De Jager was declared the winner after successfully the "Mole," Jeroen Kijk in de Vegte. She won the season's pot of €12, 580. In a tribute to her late brother Mikai, she donated the entire prize sum to the KWF Kankerbestrijding (Dutch Cancer Society).

Eurovision Song Contest

De Jager's involvement with the Eurovision Song Contest began in February 2020, when she was announced as the online host for the 2020 edition in Rotterdam. After the event was cancelled due to the COVID-19 pandemic, she appeared in the replacement broadcast, Eurovision: Europe Shine a Light, on May 16, 2020, reporting on online content.

Recognizing her performance, the organizing broadcasters (AVROTROS, NOS, and NPO) promoted her to a main hosting position for the Eurovision Song Contest 2021. This selection made her the transgender person to host the competition in its history. She presented the semi-finals on May 18 and 20, and the Grand Final on May 22, 2021, alongside Chantal Janzen, Edsilia Rombley, and Jan Smit.

to her main stage duties, De Jager hosted LookLab, a backstage YouTube series where she interviewed the participating artists. The 2021 contest was a significant broadcast event, reaching 183 million viewers across 36 markets.

Other Television Projects

Beyond Eurovision, De Jager secured several hosting and judging roles centered on makeup artistry. In January 2021, she began hosting Make-Up Cup, a competition show for young talent on NPO Zapp. She later launched and hosted Nikkie's Make-Up Mansion in 2023, where ten creative talents competed in various makeup challenges.

Internationally, she served as a guest judge on the BBC Three series Glow Up in 2019 and 2024. She also appeared as a judge on the Dutch spin-off Glow Up: The Dutch Make-Up Star and was a guest judge on Drag Race Holland in 2020.

Talk Show Appearances

On January 22, 2020, shortly after releasing her coming-out video, De Jager appeared on The Ellen DeGeneres Show to discuss her experience. In subsequent interviews with Dutch media outlets, including De Wereld Draait Door in February 2020 and the magazine &C in April 2020, she described the atmosphere on the set as "cold and distant," contrasting it unfavorably with her experiences on Dutch television.

The Extortion Plot

In early January 2020, Nikkie de Jager became the target of a blackmail attempt that threatened to the private life she had guarded for over a decade. The YouTuber received a series of emails from an unknown individual who claimed to have knowledge of her transgender history.

The extortionist accused de Jager of "lying" to her audience and issued an ultimatum: if she did not comply with their demands, they would leak the information to the press. The tone of the correspondence was described by de Jager as "pressuring" and "vile," with one specific deadline stating, "If we don't get an answer by tomorrow, it's out.".

The perpetrators sought to exploit de Jager's fear of public exposure, operating under the assumption that the would destroy her career. Rather than succumbing to the financial or psychological demands of the blackmailers, de Jager chose to preempt the leak. She decided to release the information herself, neutralizing the threat by taking control of the narrative.

"I'm Coming Out"

On January 13, 2020, de Jager uploaded a 17-minute video titled "I'm Coming Out" to her YouTube channel. In the video, she formally announced that she is a transgender woman, revealing that she had transitioned during her childhood and teenage years.

She addressed the extortion attempt directly, stating, "I have been blackmailed by people that wanted to 'leak' my story to the press." De Jager expressed her frustration at having the timing of her disclosure taken away from her emphasized her resilience.

"To the people who tried to blackmail me and thought they could really mess up my life with that, this one's for you," she said, raising her middle finger to the camera.

The video provided a detailed timeline of her transition, confirming she had fully transitioned by age 19, which coincided with her early years on YouTube. She clarified that while she had always intended to share this part of her life, she had wanted to do so on her own terms. The upload became the number-one trending video on YouTube within hours and amassed over 32 million views in its week.

Global Reception and Industry Impact

The response to de Jager's disclosure was immediate and overwhelmingly positive, the blackmailers' expectation of a career-ending scandal. Instead of losing support, de Jager's subscriber count grew by nearly one million in the days following the announcement. High-profile figures in the entertainment and beauty industries publicly rallied behind her.

Celebrities such as Ariana Grande and Lenna Dunham, along with fellow influencers like James Charles and Nikita Dragun, posted messages of solidarity. The LGBTQ+ advocacy organization GLAAD released a statement praising her transparency and noting the importance of her visibility for transgender youth.

Police Investigation and Aftermath

Following the video's release, de Jager cooperated with Dutch police to identify the extortionists. In a follow-up video posted on January 28, 2020, she confirmed that authorities had successfully identified the person responsible. De Jager stated that she knew the blackmailer's identity, including their name, address, and family details.

yet, she chose not to release this information to the public. "I have the power to destroy a life," she explained, noting that she did not want to inflict the same pain on the blackmailer's family that had been threatened against her. She declared that the individual had been "punished" enough by the failure of their plot and the police involvement.

The psychological toll of the event was significant. In April 2020, de Jager revealed in an interview with the Dutch magazine &C that she had been diagnosed with post-traumatic stress disorder (PTSD) as a result of the blackmail attempt.

She described experiencing symptoms such as anxiety and dark days, stating, "All my symptoms indicate towards PTSD." even with this, she continued to produce content and advocate for the transgender community, using her platform to discuss the nuances of transitioning and the importance of self-acceptance.

Media Appearances

On January 22, 2020, de Jager made her televised appearance since the disclosure on The Ellen DeGeneres Show. During the interview, she discussed the fear she felt receiving the blackmail emails and the relief of being open with her audience.

She reiterated her gratitude for the support she received, particularly from her fiancé, Dylan Drossaers, who she said had encouraged her to post the video. The appearance further solidified her status as a mainstream media figure and an advocate for LGBTQ+ rights, extending her influence beyond the beauty community.

2020 Armed Robbery and Legal Proceedings

On August 8, 2020, Nikkie de Jager and her fiancé, Dylan Drossaers, were subjected to a violent home invasion at their residence in Uden, Netherlands. The incident, which occurred around 4: 00 PM, involved at least four perpetrators who forced entry into the couple's home while armed with a handgun and a kitchen knife.

The assailants targeted de Jager specifically, indicating premeditation and knowledge of her public profile.

During the robbery, the perpetrators held the couple at gunpoint and subjected them to physical assault. De Jager and Drossaers were bound with duct tape and zip ties, then forced to sit in a chair while the intruders ransacked the property.

The robbers threatened the couple repeatedly, at one point a firearm against them and warning that they must remain seated for thirty minutes after the gang's departure or face lethal consequences.

The thieves fled the scene in a beige passenger car, escaping with a significant haul that included expensive jewelry, luxury watches, keys, and a Louis Vuitton bag.

Although de Jager and Drossaers sustained only superficial physical injuries, the psychological toll was severe. In the immediate aftermath, de Jager described the event as "one of the biggest nightmares" of her life.

The Uden police launched an extensive investigation, utilizing forensic evidence, surveillance footage, and witness testimony to track the suspects. By December 2020, Dutch authorities announced the arrest of several individuals in Rotterdam and Ridderkerk linked to this crime and a broader pattern of violent thefts targeting Dutch celebrities.

Criminal Trial and Prosecution

The legal proceedings against the suspects commenced in 2021 at the Rotterdam District Court. The Public Prosecution Service (OM) identified the primary suspects as Eddie N. and Hamza T., both residents of the Rotterdam area.

Prosecutors presented evidence that these individuals were part of a criminal ring responsible for multiple high-profile robberies, including a failed attempt on football analyst René van der Gijp. The prosecution argued that the group operated with "military precision" and showed a total disregard for the victims' safety.

During the trial, de Jager provided a victim impact statement that detailed the lasting trauma of the assault. She testified that the sense of safety in her own home had been destroyed and that she suffered from post-traumatic stress symptoms. The court heard how the robbers had specifically targeted her due to her online fame, believing her home would contain large amounts of cash and valuables.

Verdicts and Appeals

In 2022, the Rotterdam District Court convicted the defendants, handing down multi-year prison sentences. The court found sufficient evidence to prove that Eddie N. and Hamza T. were the perpetrators who entered de Jager's home. The judges emphasized the "brutal" nature of the robbery and the psychological damage inflicted on the victims.

Both the defense and the prosecution appealed aspects of the initial verdict, leading to a prolonged legal process.

The case concluded at the Court of Appeal in The Hague in February 2024. The appellate judges upheld the core convictions, sentencing Hamza T. to five and a half years in prison and Eddie N. to five years. The court rejected the defense's request to release the suspects pending the appeal, citing the severity of the crimes and the risk of flight.

The ruling confirmed that the gang had committed a series of violent property crimes across the Netherlands in 2020, with de Jager's robbery being one of the most prominent.

"Having one of those worst nightmares come true is very surreal, it also puts a lot of things in perspective., you realize that family is everything." , Nikkie de Jager, addressing the incident in August 2020.

Timeline of Legal Events

The conclusion of the legal process brought a measure of closure to the case, although de Jager has stated that the mental recovery is ongoing. The convictions served as a significant warning against the targeting of social media influencers, a crime trend that had been rising in the Netherlands during that period.

United Nations Ambassadorship and Global Advocacy

On June 12, 2020, Nikkie de Jager was appointed as a Goodwill Ambassador for the Dutch United Nations Association (NVVN). This role formalized her transition from beauty influencer to human rights advocate, specifically targeting the United Nations' Sustainable Development Goal (SDG) 5: Gender Equality.

In this capacity, de Jager collaborated directly with the Dutch Ministry of Foreign Affairs to reach younger demographics frequently disengaged from traditional political discourse. Her mandate focused on eliminating violence and discrimination against the LGBTQ+ community, with a specific emphasis on transgender rights.

De Jager's work with the UN extended beyond ceremonial titles. During the 2021 United Nations General Assembly, she addressed representatives from 35 member states in a closed session regarding the global persecution of transgender individuals.

She also produced campaign materials for the Dutch government's successful bid for a seat on the UN Human Rights Council, releasing a video statement that demanded "zero tolerance on delaying equal human rights for all.".

Eurovision 2021 and Visibility

In May 2021, de Jager became the transgender person to host the Eurovision Song Contest, an event viewed by over 180 million people. She used this platform to integrate activism into her wardrobe choices, working with Dutch designers to symbols of transgender pride into her on-stage attire.

Her fashion choices during the broadcast were deliberate acts of visibility. For the second semi-final, she wore a custom ensemble by MAISON the FAUX adorned with thousands of crystals in the transgender flag colors: pink, white, and blue.

During the Grand Final, she wore a purple gown designed by Edwin Oudshoorn, which featured a subtle yet distinct transgender flag positioned directly over her heart. These sartorial decisions were widely reported as a statement that "trans rights are human rights" on one of the world's largest entertainment stages.

Met Gala Tribute to Marsha P. Johnson

De Jager attended the Met Gala on September 13, 2021, under the theme "In America: A Lexicon of Fashion." She utilized the invitation to honor Marsha P. Johnson, a Black transgender activist and central figure in the 1969 Stonewall riots. De Jager collaborated with designer Edwin Oudshoorn to create a teal tulle gown accompanied by a floral headpiece, a direct reference to Johnson's signature style.

The garment featured a sash at the waist emblazoned with the phrase "Pay it no mind." This text referenced Johnson's famous response when questioned about her gender. De Jager stated that her objective was to pay homage to the trans women of color who paved the way for the rights she currently exercises.

Continued Advocacy and Recognition

De Jager's impact on gender discourse was recognized by the Wereldmuseum Rotterdam, which included her "I'm Coming Out" video in its What a Genderful World exhibition (2020, 2022). The exhibition explored gender expression across cultures and her video as a pivotal moment in modern gender visibility.

In October 2021, she received the Attitude Inspiration Award from the British magazine Attitude, acknowledging her role in normalizing the transgender experience for a global audience.

Her advocacy also involved principled withdrawals. In 2024, de Jager was scheduled to serve as the spokesperson for the Dutch jury at the Eurovision Song Contest. yet, following the controversial disqualification of Dutch entrant Joost Klein, she resigned from the role.

She publicly stated that she could not fulfill the duty under the circumstances, a move widely interpreted as an act of solidarity with the artist and a critique of the event's management.

Reality Television Appearances

Between 2015 and 2025, Nikkie de Jager expanded her professional portfolio beyond YouTube, establishing a significant presence in Dutch and international reality television. Her transition from digital content creation to mainstream broadcasting was marked by high-profile hosting duties, competitive participation, and expert judging roles.

This period culminated in her winning the "Televizier-Ster Presentatrice" (Best Presenter) award at the 2021 Gouden Televizier-Ring Gala, solidifying her status as a television personality.

Competitive Participation

De Jager's major foray into reality competition occurred in 2017 when she participated in the Dutch game show The Big Escape, where she finished in sixth place. In 2019, she joined the cast of the nineteenth season of the popular reality series Wie is de Mol? (Who is the Mole?).

Her participation was cut short in the third episode when she intentionally answered test questions incorrectly to ensure her elimination. She later revealed this decision was made to return home to her terminally ill brother, Mikai, who died shortly after her exit.

In September 2020, de Jager returned for the special twentieth anniversary season, Wie is de Mol? Renaissance. Competing against former contestants, she successfully navigated the season without elimination.

In the finale, aired on October 24, 2020, she was declared the winner, correctly identifying Jeroen Kijk in de Vegte as the "Mol." She won the season's pot of €12, 580, which she donated to KWF Kankerbestrijding (Dutch Cancer Society).

Hosting and Judging Roles

Following her success as a participant, de Jager secured multiple roles as a host and judge, specifically within the makeup and drag genres. In 2019, she appeared as a guest judge on the BBC Three series Glow Up: Britain's Make-Up Star during its series. She returned to the franchise in 2021 as the head judge for the Dutch spin-off, Glow Up: The Dutch Make-Up Star, broadcast on Videoland.

Her involvement in the drag community extended to television in 2020 when she served as a guest judge on the season of Drag Race Holland. She appeared in the eighth episode, providing critiques alongside permanent judges Fred van Leer and Nikkie Plessen.

Since 2021, de Jager has served as a team captain on the RTL 4 program Make Up Your Mind, a show where Dutch celebrities are transformed into drag queens and a panel must guess their identities.

In January 2023, de Jager launched and hosted her own competition series, Nikkie's Make-up Mansion, on NPO Zapp. The show featured ten young creative talents competing in makeup challenges, with the winner receiving the opportunity to record a video with de Jager.

Eurovision Song Contest

De Jager's most prominent television role was her involvement in the Eurovision Song Contest. In February 2020, she was announced as the online host for the 2020 contest in Rotterdam. After the event was cancelled due to the COVID-19 pandemic, she appeared in the replacement broadcast, Eurovision: Europe Shine a Light, in May 2020.

For the 2021 contest, the European Broadcasting Union (EBU) and host broadcasters promoted de Jager to a main stage host. She presented the semi-finals and grand final alongside Chantal Janzen, Jan Smit, and Edsilia Rombley. This role made her the transgender person to host the Eurovision Song Contest.

Her performance was widely praised for its professionalism and contributed to her winning the Televizier-Ster later that year.

International Appearances

Beyond Dutch borders, de Jager made a notable appearance on The Ellen DeGeneres Show in January 2020, shortly after releasing her "I'm Coming Out" video.

While the interview provided a platform to discuss her transition with a global audience, de Jager later criticized the experience in Dutch media, describing the host as "cold and distant" compared to her public persona. This commentary was frequently during later investigations into the workplace culture of the show.

Awards and Nominations

Nikkie de Jager's transition from a beauty vlogger to a global media personality is quantified by a diverse collection of accolades spanning digital media, traditional television, and LGBTQ+ advocacy.

Between 2015 and 2025, her work garnered recognition from industry-specific bodies like the American Influencer Association as well as mainstream entertainment organizations including the Teen Choice Awards and the Televizier-Ring Gala. These honors reflect her dual influence as a technical makeup artist and a broadcast presenter.

International Digital and Social Media Honors

De Jager's early dominance in the beauty sphere was formalized in 2017 when she secured two major US-based awards. At the 9th Annual Shorty Awards, she won the title of YouTube Guru, a category recognizing excellence in content creation on the platform.

That same year, she claimed the "Surfboard" for Choice Web Star: Fashion/Beauty at the Teen Choice Awards, validating her popularity among the youth demographic. Her digital footprint continued to expand, leading to consecutive nominations at the E! People's Choice Awards, where she was a contender for The Beauty Influencer in both 2018 and 2019.

The American Influencer Awards repeatedly acknowledged her technical proficiency and global reach. De Jager won International Makeup Influencer of the Year in 2017, 2019, and 2020. In 2021, the organization adjusted the category title, awarding her International Makeup Artist of the Year.

Her ability to merge brand partnerships with entertainment was highlighted at the 9th Streamy Awards in 2019, where she won Best Branded Content: Video for her collaboration with Marc Jacobs Beauty featuring Snoop Dogg.

This specific project was noted for breaking the traditional mold of beauty marketing by integrating high-profile celebrity interviews with makeup application.

Television and Broadcasting Achievements

Following her expansion into Dutch television, de Jager received serious acclaim that transcended her internet origins. In 2020, she participated in and won the special 20th anniversary season of the popular reality game show Wie is de Mol? (Who is the Mole?).

Her performance in the series, paired with her role as a host for the Eurovision Song Contest 2021, positioned her as a central figure in Dutch media. This pivot was rewarded in October 2021 at the Gouden Televizier-Ring Gala, the most prestigious television awards ceremony in the Netherlands.

De Jager won the Televizier-Ster Presentatrice (Best TV Presenter), defeating seasoned broadcast professionals. This victory was historically significant as it marked one of the instances a creator who originated on YouTube won the top national prize for television hosting in the Netherlands. In her acceptance speech, she dedicated the award to "outsiders" and emphasized the changing of media consumption.

Advocacy and Industry Leadership

Beyond entertainment, de Jager has been recognized for her impact on the LGBTQ+ community and the business of beauty. Following her public coming out in January 2020, she was honored by the British publication Attitude at their annual awards ceremony.

She received the Attitude Inspiration Award in late 2020, where she spoke about the need of visibility for transgender individuals. Her advocacy work was further formalized when she was appointed as a Goodwill Ambassador for the United Nations Association of the Netherlands in June 2020, a role focused on promoting gender equality and reducing inequalities.

Industry metrics continued to validate her standing well into the 2020s. In 2024, the Cosmetify Index named her the World's Most Beauty Influencer. This ranking was based on a composite score of social reach, engagement rates, and estimated earnings per post, placing her ahead of other major digital figures.

Her sustained relevance was also acknowledged by Nickelodeon, where she won the Orange Blimp for Favorite Star Netherlands at the 2021 Kids' Choice Awards, demonstrating her appeal across generational lines.

Personal Life

Nikkie de Jager's personal life between 2015 and 2025 was marked by significant public milestones and private tragedies. While she maintained a degree of privacy early in her career, events in 2020 forced her to disclose intimate details of her history, reshaping her public narrative from a beauty influencer to an LGBTQ+ advocate.

Family and Loss De Jager has frequently her mother, known to fans as "Mama Tutorials," as her primary support system, particularly during her transition. In 2018, her family faced a major loss when her younger stepbrother, Mikai, died on May 24 at the age of 14. Mikai had been diagnosed with a rare form of lymphatic cancer two years prior.

De Jager publicly addressed his passing, describing it as a "black page" in her life that led to a period of creative stagnation.

Marriage to Dylan Drossaers De Jager began a relationship with Dylan Drossaers in 2018. The couple became engaged in August 2019 while on vacation in Italy. They married on September 6, 2022, in a private ceremony.

For the occasion, de Jager wore a custom gown designed by Viktor & Rolf, which she described as a "complete bridal fantasy." The wedding, originally planned for an earlier date, was postponed due to the COVID-19 pandemic.

Blackmail and Coming Out On January 13, 2020, de Jager released a video titled "I'm Coming Out," in which she revealed she is a transgender woman. She disclosed that the timing of the announcement was not her choice; she had been blackmailed by an individual who threatened to leak her story to the press.

De Jager stated she transitioned during her childhood and teenage years, fully transitioning by age 19. Police later identified the blackmailer, de Jager declined to release their name, stating she did not want to destroy their life in retaliation.

2020 Home Invasion and Legal Proceedings
On August 8, 2020, de Jager and Drossaers were victims of an armed robbery at their home in Uden, Netherlands. Three assailants invaded the property, held the couple at gunpoint, and tied them up. Drossaers sustained superficial injuries during the attack. The robbers stole jewelry and other valuables before fleeing.

Dutch police arrested multiple suspects in connection with the robbery in late 2020. In 2021, a court in Rotterdam convicted seven men for a series of violent robberies targeting Dutch celebrities, including de Jager. The court heard that the perpetrators had conducted surveillance on her home prior to the attack.

Sentences for the group ranged from two and a half to eight years in prison. In June 2023, the Court of Appeals in The Hague ruled that the suspects would remain in custody pending their appeal processes.

Advocacy and Public Roles Following her coming out, de Jager took on more prominent roles in advocacy. In June 2020, she was appointed a Goodwill Ambassador for the Dutch United Nations Association, focusing on gender equality and human rights.

In May 2021, she served as a host for the Eurovision Song Contest in Rotterdam, becoming the transgender host in the competition's history. She used the platform to advocate for inclusion, wearing outfits that incorporated the colors of the transgender pride flag.