Creator Spin

Beauty influencer Bailey Sarian fused true crime storytelling with makeup tutorials to create a YouTube empire and a multi-million dollar brand.

Bailey Sarian Mixed Makeup and Murder and Changed YouTube

Bailey Sarian isn’t your typical content creator success story. She brought together two things that usually don’t mix—true crime and beauty—and built a $12 million brand around them.

She started small. Just a girl from California working makeup counter jobs. Today, she’s one of YouTube’s most influential creators, with over 7.6 million subscribers. Her success doesn’t follow the usual playbook. She built a huge audience while ignoring most of the platform’s traditional rules.

Bailey was born on November 26, 1988, in Los Angeles. Her mom, Cindy, worked as a 911 dispatcher, and that job exposed Bailey to real-life tragedy at a young age. Sometimes, her mom would bring her along to work. Hearing those emergency calls left a strong impression and sparked an early interest in true crime.

Her content is simple but different. She talks about murder cases while doing her makeup. Her episode on Jeffrey Dahmer has been watched more than 26 million times. Clearly, her blend of storytelling and makeup works. It comforts people, even while diving into dark material. That connection is what keeps millions of viewers coming back. This is how she’s stayed on top and is now one of the highest-paid creators on the platform, bringing in at least $10 million a year.

Where Bailey Sarian’s True Crime Fascination Began

Bailey grew up in Menifee, California, raised by her mom, Cindy. The job her mom had—working as a 911 dispatcher—gave Bailey a window into emergencies and real-life crises from a young age. That early exposure would later shape the type of stories she’d choose to tell.

She went to Paloma Valley High School and stayed busy with a wide range of activities. She was a cheerleader for four years, took jazz dance, played piano and violin, and even did gymnastics. At one point, she joined a bowling league with her sister and took home a small trophy.

One of the more surprising details about Bailey’s journey into beauty is that she wasn’t allowed to wear makeup growing up. She didn’t start experimenting with it until her twenties, which made her entry into the industry a little unconventional.

It all started with a trip to a newly opened Sephora. While browsing, a makeup artist named Jill Powell asked if she was looking for work. Bailey said yes—not because she wanted a career in beauty, but because she wanted the employee discount.

That decision led to five years at Sephora, from 2009 to 2014. From there, she moved to Urban Decay for a year and then joined IPSY in 2016 as an in-house creator. Along the way, she was building knowledge, picking up skills, and developing a voice—laying the groundwork for a career that would eventually turn into a multi-million dollar brand.

How Bailey Went from Sephora to Beauty Influencer

Bailey didn’t set out to become a makeup artist. It just sort of happened. She was at the mall one day, checking out a new Sephora and browsing the Kat Von D section, when a makeup artist named Jill Powell asked if she was looking for a job. Bailey said yes—not because she had big career dreams, but because she wanted discounts and free makeup.

At the time, she didn’t know much about beauty. She hadn’t even been allowed to wear makeup growing up. But she took the job anyway.

From 2009 to 2014, she worked at Sephora and learned everything from scratch—how to match skin tones, blend colors, and understand different face shapes. She soaked it all up. In 2014, she moved to Urban Decay as a product specialist. A year later, she joined IPSY as an in-house creator.

Most of her training came on the job. She went to seminars, studied color theory, practiced nonstop, and built real skills. What started as a part-time gig for free products ended up laying the groundwork for a career that would later merge beauty and true crime—and bring in millions.

The Night Bailey Sarian Created Murder, Mystery & Makeup

Bailey launched her YouTube channel in January 2013 at age 25. That was later than most beauty creators, but it turned out to be the right time for her.

She uploaded her first video in September that year, showing how she did her foundation, contour, and highlights. Like most early beauty channels, her content followed the usual formula: makeup tutorials, product reviews, seasonal looks.

Her growth was slow but steady. Nothing viral, but she was building something real. She filmed from her bedroom and shared the looks she wore every day. Her audience was small, but they stuck with her.

She was talented—her techniques were strong, and her style felt approachable. Viewers liked how she explained things without making it feel like a lesson. But in a sea of beauty creators, standing out wasn’t easy.

Still, she kept going. She posted consistently while working day jobs, not knowing that a few years later, she’d land on an idea that would change everything.

By 2018, she’d been on YouTube for five years. Her following was decent. Not massive. But she had experience, skills, and a loyal core audience—and that put her in the perfect position for what came next.

Why Bailey Sarian’s Channel Exploded During Lockdown

When COVID lockdowns hit in 2020, Bailey’s channel exploded. People were at home, watching more online content than ever before. Between March and December, her subscriber count jumped from 780,000 to 3.5 million.

She was already building momentum, but now the audience was massive—and growing fast. YouTube streaming was hitting all-time highs, and Bailey was right in the middle of that wave.

That same year, YouTube named her one of its top breakout creators. Her episode on Jeffrey Dahmer became a breakout hit of its own. It’s now passed 26 million views. For context, that’s more than double the viewership of the finale of Line of Duty, one of the UK’s most-watched TV dramas.

Altogether, her videos have been watched nearly 800 million times.

The recognition didn’t stop at YouTube. She won two Streamy Awards and, in 2024, took home a Signal Award for “Best Host.” Forbes added her to its Top Creators list twice—once in 2022, and again in 2024.

Turning a YouTube Channel into a Multi-Million Dollar Brand

Bailey’s rise from struggling makeup artist to full-on business owner is no small thing. Her net worth has jumped from almost nothing to somewhere between $2 and $8 million, depending on the source. Most estimates put her around $5 million in 2023.

A big part of her success comes from how she’s expanded beyond YouTube. While most creators focus on views and ads, Bailey built a whole brand. Her merch—especially anything with her signature “Hey Friends” line—sells fast. Hoodies, t-shirts, and the Dark History collections have all been hits with fans.

She also earns solid money through brand partnerships with beauty companies and sponsored content. But YouTube is still her biggest source of income. Reports say she brings in around $30,000 to $40,000 a month from her channel. That’s between $1.5 and $3 million a year, just from YouTube.

But Bailey’s thinking bigger. She recently signed with Underscore Talent, a major management company. She’s exploring premium content, launching new products, and working toward building her own podcast network.

Industry insiders have taken notice. She made Forbes’ Top Creators list in both 2022 and 2024. Back in 2020, YouTube named her one of its top breakout creators. Since then, she’s stayed relevant and kept growing—across multiple platforms.

How Bailey Redefined Beauty and True Crime Online

Bailey didn’t just start a new genre. She changed how people think about online content.

Before she came along, true crime fans and makeup lovers weren’t watching the same things. In 2019, she brought them together. Her “crime and cosmetics” videos were something new—and people noticed. It wasn’t long before others tried to copy her style, but none had the same mix of curiosity, humor, and skill. Her makeup tutorials came with full-on case files. Fans started saying her channel was “where contour meets crime scene.”

Her impact spread beyond YouTube. She began speaking at true-crime conventions and appearing on talk shows. She even guest-edited issues of crime magazines. Each time, she proved that dark topics didn’t have to feel heavy. Her tone made room for emotion without turning cold or dramatic.

Bailey helped show that content can be serious and inviting. She didn’t just find an audience—she helped shift the tone of digital storytelling.

Changing Content Norms with Makeup and Murder Stories

Bailey didn’t just start a trend. She changed the way people watch content online.

Before she showed up, true crime and beauty lived in separate worlds. Makeup tutorials were their own thing. Crime stories were something you listened to on podcasts or watched in documentaries. Then Bailey put the two together. In 2019, she launched her now-famous “Murder, Mystery & Makeup” series—and it took off fast.

What made it work wasn’t just the concept. It was her. Bailey spoke like a friend, not a presenter. She wasn’t afraid to laugh at weird details, go on tangents, or stop mid-story to explain how to fix under-eye creases. Her curiosity felt real. Her delivery was loose and honest. Fans connected with that.

Soon, others tried to copy the format. They borrowed the structure but missed the tone. Bailey had a way of making heavy topics feel a little lighter without losing respect for the people involved. It was almost therapeutic. People could learn, feel, and unwind all at once.

Her influence didn’t stay on YouTube. She was invited to true crime conventions. She spoke on panels. She even guest-edited issues of crime magazines. She also made late-night appearances, often showing up with full glam and a wild story. Each time, she reminded people that education and entertainment don’t have to live in separate lanes. She didn’t just change YouTube—she challenged how serious topics could be delivered online.

Bailey’s Honesty and Community Keep Viewers Coming Back

Bailey didn’t lose her voice when the spotlight grew. She kept showing up the same way she always had.

She still greets fans with “Hey friends” on live streams. She still responds to random DMs. She celebrates the small stuff—like hitting a Discord milestone or seeing her podcast chart for the first time. And when things got hard, she didn’t hide it.

In 2022, she opened up about her breakup with Fernando Valdez. It wasn’t dramatic. It wasn’t clickbait. She just shared what she felt. Her audience supported her, not because they needed gossip, but because they cared.

That care goes both ways. Her Discord is more than a fan hub. It’s where people swap makeup tips, discuss cases, and check in on each other. Some days it feels like a digital living room more than a forum.

Bailey’s honesty is the reason she’s built something lasting. Algorithms may change, but trust sticks around. In a space full of curated content and polished personas, she kept things real. And that’s why her audience isn’t just watching—they’re showing up for her.

What’s Next for Bailey Sarian’s Growing Media Brand

In early 2025, Bailey signed with Underscore Talent. It marked a major step forward in her career. The partnership isn’t just about representation. It’s part of a broader plan to grow her business. Together, they’re working on launching a full podcast network and expanding her catalog of premium content.

Her platform keeps getting bigger. She’s not just uploading videos anymore. She’s building something that could evolve into a larger media brand.

Bailey continues to rank among the most influential online creators. She appeared on Forbes’ Top Creators List in both 2022 and 2024. In the 2024 list, she placed #36 with $9.5 million in reported earnings and over 13.7 million followers across platforms.

She also won a Signal Award in 2024 for Best Host. Her YouTube channel has grown to more than 7.6 million subscribers. Her episodes continue to pull in millions of views.

While the digital landscape has changed dramatically since she started, she’s managed to grow without losing momentum. Her merchandise line is also expanding. Collections tied to Dark History, along with seasonal drops, continue to sell out. Her brand is strong, and her audience remains loyal.

What Bailey Sarian’s Career Means for Future Creators

Bailey’s career raises a clear question: what will her legacy look like?

She didn’t just find success in a crowded space. She created an entirely new category of content. Before her, true crime and makeup lived in separate corners of the internet. Now, other creators are trying the same format. Few have been able to match the trust and connection she’s built with her viewers.

Her story is rooted in individuality. She once wasn’t allowed to wear makeup. Years later, she became one of the world’s most successful beauty creators—while discussing murder cases.

Her community hasn’t faded. Her Discord is still active, and her fans call themselves part of the “friendship.” She’s earned a reputation for being consistent and drama-free. In a space where many creators shift styles to stay relevant, Bailey has stayed focused.

She hasn’t relied on trends or reinventions. Instead, she’s committed to doing the work well and connecting with her audience. Her success didn’t come from chasing attention. It came from being good at what she does and sticking to it.

That may be her biggest impact—not just changing what online content can be, but showing that staying true to yourself can be a winning strategy.

How Bailey Sarian Built a $12M Brand with Makeup and Crime