Nikkie de Jager: How a Transgender Beauty Icon Is Redefining Digital Queer Culture

Nikkie de Jager, famously known as NikkieTutorials, is more than a makeup artist—she is a trailblazer who has redefined what it means to be visible, authentic, and powerful in the digital age. With a following of over 19 million on Instagram and even more across YouTube and other platforms, Nikkie’s impact goes far beyond beauty tutorials. She has become a symbol of hope and pride for LGBTQ+ communities worldwide, especially after coming out as a transgender woman in early 2020—a moment that reverberated through digital culture and continues to shape the online landscape in 2025 .

Nikkie’s ascent began with viral makeup transformations and product reviews, but her influence deepened after her heartfelt coming out video, “I’m Coming Out,” which amassed millions of views and was lauded for its honesty and vulnerability . Since then, she has consistently used her platform to advocate for LGBTQ+ rights, address transphobia, and spotlight issues often ignored by mainstream media. Her collaborations with major brands—ranging from launching products with global cosmetics companies to working with advocacy organizations—have set new standards for authentic representation in advertising and content creation .

In 2025, Nikkie’s content continues to trend, especially with her recent “Unfiltered Pride” campaign on Instagram , a collaborative series that features transgender and non-binary makeup artists from diverse backgrounds. The campaign’s hashtag, #UnfilteredPride, garnered over 4 million uses within its first week and trended across Europe and North America, drawing attention from both mainstream media and LGBTQ+ advocacy groups .

The queer community has largely celebrated Nikkie’s openness and the sense of belonging she fosters. Followers frequently comment on her posts, sharing stories of how her journey inspired them to embrace their identities or pursue creative passions. In a recent poll conducted by LGBTQ+ publication Out Magazine, 63% of respondents cited NikkieTutorials as one of the most influential LGBTQ+ creators of the past five years, crediting her with “making trans visibility glamorous and unapologetically mainstream” .

However, Nikkie’s prominence has also sparked debates within the community about the intersection of authenticity and commercialization. Some activists have expressed concern that large-scale brand collaborations may dilute grassroots queer voices or reinforce beauty standards that do not reflect the full spectrum of LGBTQ+ experiences . In response, Nikkie has addressed these critiques by highlighting and collaborating with lesser-known queer creators and advocating for broader definitions of beauty and gender expression in her content .

Nikkie’s digital reach has prompted major social media platforms to re-examine their approach to LGBTQ+ representation and safety. Instagram, for example, amplified her #UnfilteredPride campaign by featuring it on the platform’s Explore page throughout Pride Month, citing its “positive impact on community engagement and inclusivity” . YouTube, where NikkieTutorials boasts over 14 million subscribers, updated its Creator Diversity Guidelines in 2025, explicitly referencing Nikkie’s advocacy as a catalyst for including more gender-inclusive policies and resources for transgender creators .

Beyond policy, these platforms have also rolled out new features aimed at protecting queer creators from harassment and hate speech—a direct response to Nikkie and other LGBTQ+ influencers sharing their experiences with online abuse. Instagram’s 2025 “Community Shield” initiative, for example, uses AI moderation specifically tuned to detect anti-LGBTQ+ hate speech, a project that Nikkie publicly endorsed after being consulted during its development .