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.”
Copycats trying similar content melds notwithstanding, Sarian’s series “Murder, Mystery and Makeup,” feels different from most makeup guide shows. She’s dishy but refreshingly down to earth, and watching her feels like spilling the tea with an old gal pal while you’re both getting ready for a night on the town. She makes the most macabre murder stories go down easy, presenting a compelling narrative rollout with subtly comic commentary and gorgeous cosmetics work.
Sarian’s eye for color and contour are highlighted each week via edgy applications, and she uses looks and transformations that tout her favorite products for lids, lips and skin, illustrating techniques anyone can follow along with. Still, it’s the stories that keep you engaged. And though her videos feel freeform and effortless, she tells us she does do some pre-planning.
“I write a script for myself which has the whole story start to finish and then when I start filming, I just start explaining,” she shares. “I try not to overwhelm the audience with too many names or too many addresses and I strip the story down to what happened. I just keep it true to myself and make it like a conversation.”
Though she doesn’t necessarily connect makeup looks to the stories she tells, her videos always feel symbiotic between subject and visual. Sarian’s charm is enough of a connection. “Once I sit down, I kind of just decide what I want to do that day,” she says. “I don’t think about the makeup too much because I want to be comfortable. I’m so consumed with the story, the makeup is always an afterthought.”
With subjects covered including everyone from Jeffrey Dahmer (her most watched at 14 million views) and “The Nightstalker” Richard Ramirez to lesser known criminals like “The Scream Killers” (the Cassie Jo Stoddart case) and the “chocolate killer” (Cordelia Botkins), her YouTube show is a bonafide hit. Now Sarian is ready to conquer new formats.
Joining forces with Wheelhouse DNA and Audioboom, the social media star just launched a new podcast called “Dark History,” on which she’ll go beyond true crime to explore other kinds of strange and menacing real-life stories from U.S. and world history. The show will also have a video component that will be released after each podcasted episode, filmed on a special set in Los Angeles.
No cosmetics lessons are featured on the Monday weekly podcast but a video companion debuts every Thursday, and Sarian, whose colorful tattoos and facial piercing complement her dramatic facial art, still gives face, and in some ways more personality minus the makeup-minded distraction. So far she has aired episodes on the DuPont Chemical scandal and the Zoot Suit Riots, and future subjects will include the Armenian Genocide and the Birth Control Trials of Puerto Rico.
Chatting on the phone with Sarian is no different from watching her on the computer screen – she’s warm, funny and expressive both ways. We discovered “Murder, Mystery and Makeup” organically while scrolling videos on Facebook and we’ve been addicted to Sarian’s stuff ever since. With two fan groups on FB for her work, we are clearly not alone. Podcasting is a natural progression that should further her success and value as a social media figure.
“I’m doing something I’m really passionate about. I get to research true crime and do makeup which are my two favorite things,” Sarian says, gratefully, noting the downside and upside of online notoriety. “There are some times where you’re looking for constructive criticism and people don’t know the difference between that and being an asshole. Of course there is an influx with trolls as you get bigger. But I’ve found an audience that’s super into everything I’m into and I love engaging with my fans. I’ve learned how to find a balance to it all.”
More info on Bailey at linktr.ee/baileysarian.