The True Crime Makeup Maven

Bailey Sarian has carved out a unique niche in the content creation world with her distinctive blend of true crime storytelling and makeup tutorials. Her tagline captures her quirky concept perfectly: "If you're interested in true crime and like make-up, subscribe because I'm here for you." That pitch has clearly resonated, as she's built a massive following across multiple platforms.^[1]

As of May 2025, Sarian boasts approximately 7.65 million YouTube subscribers, with her videos amassing nearly 1.4 billion total views. Her integration of seemingly unrelated subjects-crime stories and beauty tutorials-has proven to be a winning formula that continues to grow her audience.^[2]

Murder, Mystery & Makeup: A Unique Content Blend

Sarian's flagship series, "Murder, Mystery & Makeup," features her applying makeup while recounting macabre true crime stories, ranging from serial murders to arson and cannibalism. What began as an experimental concept has blossomed into a cultural phenomenon. Her most popular video in the series, focusing on infamous serial killer Jeffrey Dahmer, has garnered over 22 million views-surpassing the viewership of many mainstream television finales.^[10]

Each video requires substantial research, so much so that Sarian now employs a dedicated researcher to help prepare her content. She incorporates information from court transcripts and police interviews to provide accurate and detailed accounts of the crimes she discusses.^[10]

Ironically, even Sarian herself isn't entirely sure why the combination of makeup and true crime works so well: "To be honest, that's the one thing I still haven't figured out is why people like the makeup aspect of things," she has admitted.^[10]

Expanding Her Empire: Dark History Podcast

Building on her true crime success, Sarian launched the "Dark History" podcast in 2021, which has become a standout hit in the history category. The award-winning series explores untold historical stories that most people didn't learn in school, from "psycho dictators" to shocking corporate scandals.^[3]

The podcast averages around 1 million listeners per episode and consistently tops the charts in the history category. With an average episode length of 55 minutes, Dark History has received an impressive 4.8/5 rating on Apple Podcasts, demonstrating that Sarian's captivating storytelling translates effectively beyond the visual medium of YouTube.^[3]

Through her production partnership with Audioboom Studios, Sarian has solidified her position as a powerhouse not just in the true crime space, but also as a respected history content creator.^[4]

Social Media Presence and Influence

Beyond YouTube, Sarian has established a substantial presence across multiple social platforms. She has amassed approximately 3 million followers on Instagram, where she regularly engages with her audience. According to analytics, her Instagram posts generate an average of 29,400 likes and 426 comments, reflecting a healthy engagement rate of 0.98%, considered "good" for an account of her size.^[11]

On TikTok, Sarian has cultivated 3.1 million followers, where she promotes her YouTube content and shares snippets of her personality. Her bio there simply states: "I'm Bailey Sarian I do a thing called Murder Mystery & Makeup over on YouTube," underscoring how she leverages multiple platforms to build her cohesive brand identity.^[5]

Recognition and Industry Impact

Sarian's innovative approach to content creation has earned her significant industry recognition. She has repeatedly made Forbes' list of top creators, cementing her status as a leading figure in the digital content landscape.^[6]

In 2022, she was ranked #34 on Forbes' inaugural list of Top 50 Content Creators, which acknowledges influencers who are "redefining celebrity for our connected age." This recognition places her alongside other digital media powerhouses like Charli D'Amelio, Emma Chamberlain, and MrBeast.^[7]

Forbes has described her as a "mastermind in the digital world" who "found a way to create a niche in the saturated space of true crime content by performing makeup tutorials while sharing fascinating mysteries."^[7]

Content Evolution and Recent Work

As of early 2025, Sarian continues to evolve her content approach while staying true to her crime-focused roots. In February 2025, she released "JAIL CELL JUSTICE?! Evil Guard Gets More Than He Bargained For," exploring the story of Joann Little from 1954 Washington, North Carolina-demonstrating her ongoing interest in cases that highlight social justice issues and historical context.^[8]

She has also expanded her content to include historical pirate stories, as evidenced by her March 2025 video about female pirates who "ruled the sea," showcasing her versatility as a storyteller beyond just modern true crime.^[9]

Business Acumen and Brand Development

What began as a hobby with hopes of "making enough money to pay some bills" has transformed into a lucrative full-time career for Sarian. Her success has led to partnerships with major media companies, including Netflix and Audioboom.^[10]

According to industry analytics, her estimated earnings from Instagram alone were projected at around $7,140 for a 30-day period in May 2025, suggesting her total earnings across all platforms and business ventures is substantially higher.^[11]