NikkieTutorials

2008 · YouTube

NikkieTutorials (Nikkie de Jager) is a Dutch beauty YouTuber known for her viral 'The Power of Makeup' video. Creates detailed makeup tutorials, celebrity transformations, and beauty product reviews. Came out as transgender in 2020 in a widely viewed video. Has hosted Eurovision and collaborated with major beauty brands.

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The Verdict

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Audience

Made primarily for young women (71), with strong secondary appeal to young men (62).

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Reach

Has targeted appeal — designed for a specific demographic segment.

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Advocacy

Entertainment (6/100) — content choices prioritize storytelling over messaging.

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Representation

lower white (0) representation.

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LGBTQ+

Moderate LGBTQ+ representation (29/100).

Primary audienceYoung Women

targeted

Quadrant Scores

Advocacy6

Entertainment

Audience Representation

Score version: v1How are scores calculated?

NikkieTutorials

Quadrant Scores

Audience Representation

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