YouTube sensation Nikkia Joy is not afraid of breaking new ground, now launching “Australia’s first” cosmetic tech-centric ‘ChromaShift Pigments’ as a new addition the paramedic turned beauty entrepreneur’s booming e-commerce empire.
Joy formerly balanced her thriving YouTube channel with a job in healthcare – a career she “adored” – and unpacks the cosmetic technology underpinning the formula of her ChromeShift Pigments to AESTOLOGYY in an authentic behind-the-scenes conversation.
“It’s always such a long process from initial concept to creation, especially when you have such a specific vision for how you want a product to apply and behave!” she says.
ChromaShift Pigments are dubbed an extremely unique formulation – the first of its kind in her home of Australia – rapidly changing colour and in different light to achieve a ‘rainbow effect’ with “only one swipe.”
Joy tells AESTOLOGYY she had dreamed of delivering a product that was both accessible and professional-grade in nature:
“Pack the pigment on with a brush and give it a quick blend – they give the illusion that you have applied and blended so many different colours like a professional makeup artist would have achieved.”
The finely milled pigments infuse advanced cosmetic technology methods to produce an “incredibly concentrated formula” that utilises the effects of refraction and reflection of crystal-like particles.
“By changing the layered coating structure of these particles, a dynamic range of colours is produced which shifts with light angle and light intensity,” she adds.
Compared to raindrops reflecting colour in sunlight, Joy says its buttery soft formula offers “the full-colour spectrum in a rainbow.”
“The fact that they shift between so many different colours in different lights is definitely something that makes them so different from competitor products.”
It comes as cosmetic technology continues to innovate the beauty industry – from spray on foundation to eyebrow stamps – but eyeshadow remains largely multi-stepped.
Joy studied emergency medicine in university, and started hobby vlogging online whilst working full-time as a paramedic.
She affirms that her passion to help people is still apparent, but the method of delivery different:
“I just do it in a different way now, rather than helping with their physical health, I help them with their emotional wellbeing and confidence.”
“The transformative power of makeup is truly incredible; it can elevate a person’s self-confidence and act as an amazing outlet for creativity and self-expression,” she adds.
Joy admits she has had many emotional experiences with followers who have credited their newfound confidence from watching her Youtube videos:
“It is such an honour to be able to help so many people around the world feel better about themselves and empowered.”
She says launching her own makeup brand came naturally, after always having a passion for art and colour since childhood.
Joy attributes her time in the beauty industry for refining her “birds eye view” to identify marketplace gaps and consumer desires.
Noting the founder’s journey is often riddled with highs and lows, she admits even finding the right jars for the new ChromaShift pigments was a difficult journey.
“I needed the holes in the sifter to disperse the correct amount of product and also seal correctly – achieving that was not as simple as it may sound!”
“Customers loved them and noticed the small design changes that took so many months to perfect – it’s honestly the best thing ever.”
The new Nikki Joy ChromaShift Pigments (A$22) infuse modern cosmetic formulations to produce multi-coloured results with minimal talent, catering to makeup beginners and pros alike.
“We have specifically formulated the pigments to basically do all the work for you,” she says.
“The pigments are incredibly dense, and as you shift and move they reflect different wavelengths of light – giving the illusion of shifting colour.”
Nikkia Joy has been in the beauty industry for seven years and with her entrepreneurial zeal, hopes to keep empowering people to embrace self-expression.
It will be interesting to see the market shift from more cosmetic technology innovations, pioneered by those like Joy and her nation-first ‘ChromaShift’ formulation.