There’s a YouTube show for every interest and fandom these days, but the best tend to be less about the concept and more about the creator. A charismatic star/host can make almost anything interesting and when they find the right niche and it all clicks, followings grow, sometimes into the millions. For Bailey Sarian it was not one, but two niches that helped her do just that – makeup and murder!
With 5 million subscribers on YouTube and 2.4 million Instagram followers, Sarian has melded two seemingly unlikely types of content — beauty tutorials and true crime tales — into a very successful series and brand. The California-based professional makeup artist has always loved reading and talking about crime investigations and one day she simply decided to do both at once on her YouTube channel.
After working with Santa Monica-based IPSY as a social media creator, Sarian started also experimenting with her own YouTube output. “Then 2018 came along and the Christopher Watts story came around; it was this man who killed his two kids and his wife and then put them in oil bins at his work,” she tells us by phone interview. “I was following the story, and I was staying up til like 4 a.m. reading articles about it, trying to solve the mystery. I was like, ‘I don’t have anybody to talk about this story with, so I’m just gonna sit in front of my camera and talk about it and do my makeup.’ I didn’t know how it’d be received, but decided to just try it. In January of 2019 I finally put it up and as soon as it was posted I was getting view counts like I had never gotten before, and within 24 hours I had gotten 60,000 views. To me that was fame. Then I was like, ‘maybe this isn’t a one-off, let me try it again with a different story.’ I’ve just kept going and I have not stopped growing since that first video.”