Marc Jacobs teams up with beauty influencer Nikkie Tutorials

Marc Jacobs Beauty has snapped up the influencer Nikkie de Jager (better known as ‘Nikkie Tutorials') as its first-ever Global Artistry Advisor.

In an Instagram post published by the prestige makeup brand, Nikkie sheds some light on what her new position will entail. "Over this next year, I am going to be meeting regularly with he Marc Jacobs Beauty team to collaborate with the brand on digital strategies and content, test and provide feedback on new products before they launch, provide my thoughts on existing products, and (of course!) give you some sneak peeks," she said. The star also revealed that she will be providing exclusive behind-the-scenes content at the next Marc Jacobs fashion show in February, and will be setting up a new series with the designer on her channel.

As for the brand, its Instagram message called the influencer "a shining light of positivity," "an inspiration to makeup lovers all over the globe" and "a constant source of boundary-pushing creativity and authentic storytelling."

Nikkie, who counts over 11 million Instagram followers and more than 11 million YouTube subscribers, has built her reputation as a beauty vlogger by focusing on the transformative powers of makeup.

Nikkie and Marc Jacobs aren't alone in seeing the mutual benefit to a collaboration: influencer partnerships continue to be big business in the beauty industry, with brands such as MAC, E.l.f Cosmetics, Lancôme and Too Faced all launching collections created alongside online stars over the course of the past year.