Nikkie de Jager – better known to her fans as NikkieTutorials – just announced that she will become a head judge on the online web show Glow UP: the next Dutch Makeup Star – which will premiere on March 15th 2021.
De Jager posted:
“GLOW UP: the next Dutch makeup star – MARCH 15 every MONDAY on @videolandonline What an incredible honor to be the head judge of this season filled with UNLIMITED TALENT! by my side: industry icon @pernellkusmus who’s literally the sweetest angel on this planet and our leading lady @roxeannehazes steals the show EVERY EPISODE. SO PROUD of this project and I can’t wait for you all to see #GlowUpNL”.
For de Jager, the series is a huge career milestone: in 2008, de Jager posted her first YouTube makeup tutorial. Over a decade later, de Jager has become one of the most prominent figures in the beauty industry, with achievements ranging from celebrity makeovers with Kim Kardashian and Lady Gaga to major brand deals with companies such as Too Faced Beauty.
De Jager’s transition into web-show production mirrors the path taken by fellow beauty influencer James Charles – who created a 2020 web series titled Instant Influencer that documented his search for YouTube’s next “viral make-up vlogger”.
De Jager and Charles’ focus on identifying the Internet’s next big beauty influencer is extremely significant and hints at the increased importance that the beauty industry is giving to social media personalities.