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“This is the one thing in my life where I have control over right now,” Nikkie said in a video detailing the collaboration on her YouTube channel. “I haven’t collaborated with a brand for years.”
De Jager has created a 20-pan eye shadow palette with the brand, which not only showcases a plethora of vibrant shades but is also sensibly priced at only $30.
A post shared by NikkieTutorials (@nikkietutorials) on Aug 26, 2020 at 11:40am PDT
Previously, de Jager had collaborated with Too Faced on an eye shadow and face powder palette, although it gave way to some criticism online after YouTuber Jeffree Star had alleged Too Faced hadn’t adequately compensated de Jager, according to WWD.
There was also a question around the collaboration’s product quality, which made de Jager apprehensive for future collaborations. She wanted to ensure that the formulas and textures with the Beauty Bay palette were up to her standards, which added to the delay, she explained.
“It felt like this was a chance for redemption,” de Jager told WWD. “I always dreamed of creating my own eye shadow palettes with my vision and colors and textures that I love, but I was always too afraid to dip back in. As I saw the formula and felt that I was surrounded by good people, I was like, ‘We can give this a shot.’”
According to WWD, Beauty Bay’s global business will bring in $170 million in gross revenue this year, trending up despite the coronavirus pandemic. Now, more than ever, we’re seeing beauty brands and influencers collaborate to bring one-of-a-kind experiences to shoppers. I think it’s brilliant and a marker of the changing faces of the industry.
If you’re a fan of NikkieTutorials, Beauty Bay or just love a good eyeshadow palette, snag yours now before they’re sold out.
If you liked this post, you should also check out some of our favorite beauty buys from the Nordstrom Anniversary Sale.
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