There's a reason Nikkie de Jager — a.k.a. Nikkie Tutorials — is one of the most beloved and sought-after YouTubers in the entire world. On top of frequently displaying some extremely unique and high-octane makeup application skills, she's a constant positive force in the beauty community, where drama, controversy, and discrimination tend to run rampant and without regulation.
This week, de Jager proved that she's still someone in the beauty world to be admired thanks to her new system of labeling beauty products in her videos. Now her fans will have a crystal-clear idea of which products she purchased out of pocket, which ones she received for free, and which ones she got paid to use.
And the internet can't believe other influencers aren't doing the same.
In the description of her YouTube video detailing the look, she called it the hardest makeup challenge she's ever faced.
"OMG! This has got to be the hardest makeup look I’ve ever created! Today I’m taking the challenge to create my look in an inverted/negative style! ALMOST LIKE AN X-RAY!" she wrote in the video's description. She also called for fans to share their funniest and creepiest medical stories.
But when de Jager began listing the products she used in the video, fans immediately noticed an upgraded feature: a visual transparency code.
Now, any time de Jager features a product in one of her videos, a side graphic appears that clarifies if she purchased the product with her own money, received it free from a brand, if she was paid to promote it, and whether or not she has a promotional discount code for the product.
This new system achieves a new level of transparency that isn't matched by another beauty influencer of de Jager's popularity caliber.
Though de Jager has usually clarified in her videos whether or not she received the products for free, her new sidebar warrants even more transparency for her followers who question if they can trust her reviews to be accurate or genuine. Name a YouTuber with same level of influence as de Jager who's willing to put their financial business on blast like this. You can't.
Clearly I'm not the only one who thinks this is a groundbreaking practice. A new Reddit thread is highlighting the "code," which has started a conversation about YouTubers' not-so-transparent practices.
"The codes for this video (I assume they'll be the same for all videos) are bought with my own money, received in PR, sponsored, and affiliate code. I think this is a great idea and I fully support this!" wrote the Reddit user who started this thread. "Love having it show up on the screen instead of having to read through the description box (or not letting viewers know these things at all)."
And though fans think de Jager could make a couple improvements to the code's visual aspects, they mostly agree this is a great place to start.
"Sponsored and PR symbols are very clearly understood, stack of cash is somewhat clear, but I feel in this specific situation YouTubers are more likely to clarify on video anyways," this user analyzed.
"Without context, affiliate code is definitely the hardest to understand... Except this would also say this would be accompanied on camera and in the description box with a link to follow through, that the 'vague symbol' is not as important when it needs to actually tell you the affiliate code to even be used."
Now the real question is: Who else on YouTube isn't too chicken to implement their own code?
Come through Jeffree Star, Manny Gutierrez, James Charles, Graveyard Girl, Jaclyn Hill, Tati Westbrook, and ... well, everyone else.