Beauty vlogging influencer, Nikkie Tutorials, has partnered with Meitu's MakeupPlus app in an attempt to end make-up 'shaming' and allow users to instantly try her make-up styles via mobile filters.
In the YouTube video announcing the partnership she claimed a negative tweet inspired the partnership.
She said: “Make-up shaming is real and make-up shaming has to be put to an end. What harm does it do to you to let someone play with make-up and feel their best selves?”
The influencer first gained media attention in 2015 with her Power of Makeup “half-face” make-up tutorial that aimed to enforce the transformative power of make-up. It has since had nearly 35 million views.
Her latest venture with MakeupPlus allows consumers to virtually try on her make-up looks so they can share across social media.
The app will also raise funds for the United Nations-initiated Peacemakers Network women's empowerment initiatives.
Fans are encouraged to download the MakeupPlus app and share one of the #SHEUnites virtual make-up looks to help raise up to $100,000 for the initiative.
The money raised will go towards training, and workshops, and help build a supportive network for women around the world.
