NikkieTutorials announces her debut brand and it's not what you'd expect

Long-time beauty guru and YouTuber, Nikkie de Jager (aka NikkieTutorials) has announced she will be venturing into skincare with the launch of her new brand – Nimya.

de Jager, whose YouTube channel has almost 14 million subscribers, posted a video on Friday saying: “I hear you thinking, ‘But girl, literally every other week there’s a new brand. In the words of Ms. Gaga herself, ‘We don’t need another beauty brand.’ But here we are.”

The new cruelty-free skincare range will be launching on September 23, with the first collection consisting of four products:  Brr Brr Cooling Eye Stick, Where Is All Starts Cream, License to Glow Serum and Set It and Forget It Setting Spray. A fifth product is also in development, with further details to be released later.

The brand reportedly took over three years to develop, and numerous companies and investors reached out to de Jager over the years offering to help build the brand. However, according to her, “every single time, it didn’t feel like the right time.”

“This is my money,” she said. “I am putting myself up for a lot here. And that’s maybe another reason why it took so long, because I never wanted to get involved with investors. I wanted to do it on my own.”

The exact timing of Nimya’s September 23 launch will be announced on the brand’s Instagram account some time this month.