I’m a core believer that if you see a gap in the industry or feel something crucial is missing, it might be your purpose waiting to be fulfilled. We’ve seen artists, entertainers and creators branch out into new ventures and build things we didn’t even know we needed. As a longtime subscriber and proud fan of NikkieTutorials, watching her launch her own brand Nimya in 2021 wasn’t just “on brand”- it was the natural next step we all needed her to take.
After over 15 years in the beauty industry, Nikkie de Jager has built an unmatched skillset and inspired a whole generation of girls, gays and everyone in between. She introduced us to the world of makeup and helped us master it – wing by wing, blend by blend. One of her most iconic lessons? Not to prime is a crime! Periodt. So of course, she created the perfect primer: silky, lightweight and most importantly, it delivers on its promise. If you’re looking for the essential step in your routine, look no further. And that’s just the base.
Wherever I travel, my Nimya eyeshadow palette is always my go-to. With its mix of neutral tones, bold colors and – obviously – gorgeous, high-impact shimmer, it covers every mood and moment. I’ve had mine for over two years now, and yes, I call it a commitment. Our loyalty and love for Nimya reflect Nikkie’s hard work, dedication and passion for what she does best.
What truly sets Nikkie apart, beyond her talent and expertise, is her personality. She’s not just a beauty guru – she’s a beam of light with a razor-sharp sense of humor, infectious energy and a heart that shows up in everything she does. Whether she’s cracking a joke mid-tutorial or getting real about identity and self-acceptance, there’s an undeniable sincerity behind every word. That warmth and boldness translate directly into the DNA of Nimya. It’s not just makeup – it’s makeup with a pulse, a laugh, a hug and a whole lot of attitude.
Beyond the cult-favorite primer and versatile eyeshadow palette, Nimya continues to deliver standout products that merge skincare and glam. The License to Glow Serum creates an instant glass-skin effect, perfect for that dewy “clean girl” aesthetic or a radiant base before a full beat. Then there’s the Set It & Forget It setting spray, which locks in your look without any sticky finish. And while those are just a few highlights – the full collection has plenty more to explore – each product is designed to fuel confidence, creativity, and fearless self-expression.
You might live life by your own rules and create your own labels, but let me help you choose a brand that stands for diversity, empowerment, and – of course – the transformative power of makeup. It’s not just about outer change; it’s about self-love and showing up as your most authentic self.
Nikkie didn’t launch Nimya just to cash in on her influence; she created it to fill a gap she personally felt in the industry: inclusivity, transparency and real performance. With Nimya, she invites everyone – regardless of identity or skill level – to play, experiment, and feel seen.
The brand embraces inclusivity not as a trend but as a core value. It’s a safe space in a bottle, a mirror that reflects all identities and a toolkit for being exactly who you are. Nimya proves that makeup isn’t just surface-level – it’s a statement, a celebration and sometimes even a revolution.
ROARA Magazine 