Kelly Rose Sarno is a Boston- and New York City-based beauty creator who built her following around a deceptively specific premise: rigorous, unsparing mascara reviews.
Total Followers +0.9%
929K
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
21K followers · 2% of audience
Engagement
7.5%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $1.7K–$4.3K / IG post
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | +182 +0.2% | +7K +0.9% | +7K |
| Last 30 days | +101 +0.5% | +700 +0.8% | +7K +0.9% | +8K |
| Last 90 days | +0 +0.0% | +4K +4.3% | +7K +0.9% | +11K |
| Last 365 days | +0 +0.0% | +4K +4.3% | +7K +0.9% | +11K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| e.l.f. Cosmetics Beauty | Sponsored content | TikTok | Long-term | — |
| Ulta Beauty Beauty / Retail | Sponsored content | Long-term | — |
Kelly Rose Sarno is a Boston- and New York City-based beauty creator who built her following around a deceptively specific premise: rigorous, unsparing mascara reviews. Her #30mascaras series — which has since grown to more than 350 individual reviews — gave her audience a systematic, comparative approach to a product category most creators treat as an afterthought. That "truth over hype" positioning, stated explicitly in her TikTok bio, resonates across platforms: her TikTok audience runs into the hundreds of thousands and her engagement rate sits well above category norms, a signal that viewers treat her recommendations as genuinely trustworthy rather than sponsored noise.
Beyond mascaras, her content has expanded into blush, skin tint, SPF, and broader complexion territory, with documented partnerships alongside e.l.f. Cosmetics and Ulta Beauty suggesting she appeals to value-conscious shoppers as much as prestige buyers. She maintains a dedicated affiliate site where reviewed products are listed with discount codes, reinforcing her identity as a utility-first creator. A notably even gender split in her audience is unusual for a beauty-focused channel and broadens her appeal to brands targeting a mixed demographic. With a docuseries project in development through a creator collective and consistent cross-platform activity, Sarno appears to be transitioning from niche product reviewer toward a more editorial, multi-format presence in the beauty space.
Kellyrosesarno reaches its audience primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Beauty, Beauty / Retail, a clear signal of fit for brands in those categories. Demonstrated partners include e.l.f. Cosmetics and Ulta Beauty. Engagement on YouTube runs around 7.5%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows beauty content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For brands in Beauty and related categories, Kellyrosesarno offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Kellyrosesarno's tier (Mid, 929K combined followers, —). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
#30mascaras is the signature content series that put Kelly Rose Sarno on the map, in which she systematically tests and reviews mascaras back to back to cut through marketing hype. The challenge grew far beyond its original scope — her TikTok bio now lists over 350 mascara reviews completed, making it one of the most exhaustive mascara-testing projects by any beauty creator.
As of her current TikTok bio, Kelly Rose Sarno has completed over 350 mascara reviews. What started as the #30mascaras challenge evolved into her defining content identity, with her tagline 'Truth over hype' signaling that she prioritizes honest assessments over brand relationships.
Yes — Kelly Rose Sarno announced a docuseries in collaboration with @curated.byyou, teasing it with the caption 'No really. We're releasing a documentary…' The project is being developed under the #docuseries tag and appears to document creator culture or her journey in the beauty space.
'Truth over hype' is the guiding philosophy behind Kelly Rose Sarno's mascara and beauty content, signaling that she will share honest performance assessments even when a product is heavily marketed or trending. It's the core of her brand identity and a big reason her engagement runs well above the category average on TikTok.
Kelly Rose Sarno regularly creates content using ELF Cosmetics products, consistently tagging campaigns with #elfyeah and #eyeslipsface — ELF's official brand hashtags used by their creator partners. Her feed also features ELF's skin tint and SPF products as recurring review subjects.
Yes, Ulta Beauty is one of Kelly Rose Sarno's named brand partners. She has promoted products through Ulta with shoppable call-to-actions in her captions, including 'Comment SHOP if you want one,' which is a standard Ulta creator affiliate activation format.
Curated by You (@curated.byyou) is the creator collective or platform that Kelly Rose Sarno is collaborating with on her upcoming docuseries. She has appeared at their creator summits — including one in Utah — and co-produces content under their banner alongside other creators.
Blush blindness is a beauty phenomenon where someone applies so much blush over time that they lose perspective on how much they're actually wearing. Kelly Rose Sarno covers it as part of her honest beauty commentary, using the hashtag #blushblindness to tag related content within her broader product-review style.
Kelly Rose Sarno splits her time between Boston and New York City, a detail she lists prominently in both her TikTok and Instagram bios. She is a verified TikTok creator and has attended brand events and creator summits across the US.
Kelly Rose Sarno maintains a dedicated product hub at kellyrosesarno.com, where she lists reviewed items alongside discount codes so followers can shop directly. She references the site in her YouTube bio as the go-to resource for finding anything she has featured on her channels.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@kellyrosesarno · YouTube
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