Everyone in beauty community was surprised by recent announcement on NikkieTutorials YouTube channel about official launch of her brand Nimya. Many people think that she’s too late to the game and Nikkie herself admitted that she may be a bit late with launching her own brand. In the video she said that she wanted to do it entirely on her own and with her own money, so she’s been turning down offers coming her way years ago.

When I clicked on NikkieTutorials’ video, I was excited. Part of me wanted to support her, so I was curious if products that she offers would be something for me.

The launch video is pretty long. Nikkie tries to be more honest and personal in this video, telling the story behind the brand, her personal life and feelings. At some points it almost feels too chit-chaty for a official launch video. She shares the fact that she’s scared it will flop and she will lose everything she invested into creating her brand.

The products presented by Nikkie don’t feel like something on brand for her at first, as she’s known for her heavy make up looks, not skincare, but the more she talks about them, the more they actually make sense. Beauty community shifts gears to less heavy make up, more natural-glow-from-within look. Yet another make up collection would be just boring. Instead we’re getting a make up prep kit from Nikkie which includes: Where It All Starts Cream – Moisturizer / Primer Hybrid, Set It & Forget It Setting Spray, License To Glow Serum, Brrr Brrr Cooling Eye Stick and Blow Before You Go Fan.

After I watched the video, I decided to check out the website of Nimya. Chit-chaty-reading-product-descriptions-from-a-paper-slash-screen Nikkie didn’t convince me to get any of the Nimya products, so I thought maybe website will.

FAQ section Nimya by NikkieTutorials
FAQ section Nimya by NikkieTutorials

Unfortunately that wasn’t the case. Except for product descriptions and very-limited-bundle offer, there’s no other information. FAQ section? Coming soon.

Shipping and return page Nimya by NikkieTutorials
Shipping & Return Nimya by NikkieTutorials

You want to know if Nimya will be available in your country? You may never know. Except for the U.S. We know from the video that shipping to the U.S. is $9.99. And that there’s limited number of countries they actually ship to right now. What countries? What’s the cost? We are 2 days away from official launch of Nimya and we don’t know. Their Wix website has not been updated yet.

Hello Nimya Bundle Nimya by NikkieTutorials
Hello Nimya Bundle – tacky marketing?

Let’s not forget that note in Hello Nimya Bundle description. I get Drag Race reference in “Start your engines…” but this paraphrase feels very tacky and money-hungry. Feeding the buy, buy, buy mindset. Adding it to Nikkie begging her subscribers to support her in her launch video, it’s a big turn off for me.

I was considering getting the Brrr Brrr Cooling Eye Stick, because it was the only product from Nimya launch that I was kind of interested in, as I have too much skincare products already, but I will pass. This launch doesn’t feel professional at all. They couldn’t even prepare FAQ section based on their research on similar brands. They asked people to ask them questions, so they can update their website and 2 days before launch they still haven’t done it yet.

I had higher hopes for NikkieTutorials’ brand. It was a great disappointment for me to see this reveal. It seems like they focused on the aesthetics of blue and orange packaging with Nikkie’s face on the inside more than actual products. Maybe in the future they’ll improve. I’m curious to see more products that she comes up with. For now no Nimya for me… even if they ship to my country 👀

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