United States
Safiya Nygaard built her independent YouTube channel after departing BuzzFeed, where she had produced and hosted video content, around 2017.
Total Followers +0.0%
14.2M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
10.2M followers · 72% of audience
Engagement
6.5%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $23K–$53K / IG post
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | -381 -0.0% | +0 +0.0% | -381 |
| Last 30 days | +0 +0.0% | +3K +0.2% | +0 +0.0% | +3K |
| Last 90 days | +0 +0.0% | -20561 -1.1% | +0 +0.0% | -20561 |
| Last 365 days | +0 +0.0% | -20561 -1.1% | +0 +0.0% | -20561 |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Opera Sponsorship | Sponsored content | YouTube | Jul 2026 | — |
| Whatnot Sponsorship | Sponsored content | YouTube | Dec 2025 | — |
| Saily Sponsorship | Sponsored content | YouTube | Oct 2025 | — |
| Rosetta Stone Sponsorship | Sponsored content | YouTube | Jun 2025 | — |
| NordVPN Sponsorship | Sponsored content | YouTube | Mar 2025 | — |
| Fiendish Behavior Apparel / Lifestyle | Founder / owned brand | YouTube | 2020–Long-term | — |
| ColourPop Beauty | Sponsored content | YouTube | 2018–2019 | — |
Safiya Nygaard built her independent YouTube channel after departing BuzzFeed, where she had produced and hosted video content, around 2017. She developed a signature experimental style most recognizable in her "franken" format — melting down or combining dozens of a single cosmetic product (lipsticks, nail polishes, candles) into one hybrid creation and documenting the results. That recurring concept, delivered with dry humor and a distinctly gothic-leaning aesthetic (telegraphed by her "double, double toil and trouble" channel bio and her "fiendish behavior" cross-platform branding), carved out a genuinely distinct corner of the beauty-meets-DIY space. Her content also extends into vintage beauty tutorials, food experiments, travel, and consumer product testing.
Her audience skews heavily female and concentrates in the 18–34 age band across English-speaking markets — the US, UK, Canada, and Australia — and her engagement rate runs well above category norms for a creator at her follower scale, pointing to a loyal repeat-viewer base rather than passive reach. Brand partnerships have consistently landed in digital and tech categories (VPNs, language-learning apps, eSIM services), a natural fit for long-form YouTube audiences that watch through to mid-roll reads. That tech-sponsor pattern, combined with strong TikTok engagement and a creative format that travels well across platforms, positions her as a reliable and differentiated partner for brands targeting millennial and Gen Z women with a slightly alternative, experimentation-driven sensibility.
Safiya reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Apparel / Lifestyle, Beauty, a clear signal of fit for brands in those categories. Demonstrated partners include Opera and Whatnot. Engagement on YouTube runs around 6.5%, pointing to an audience suited to category-relevant, mid-funnel brand campaigns rather than pure-reach buys.
Benchmark estimates for a creator at Safiya's tier (Mega, 14.2M combined followers, United States). 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.
Safiya's full name is Safiya Nygaard. She first gained wide recognition as a video producer at BuzzFeed before leaving to build her own independent YouTube channel, which has since grown to over 10 million subscribers.
Yes, Safiya Nygaard worked as a video producer at BuzzFeed before going independent around 2017. After leaving, she pivoted to her own experimental beauty and DIY format on YouTube and quickly built one of the most-engaged channels in the lifestyle space.
Safiya is married to Tyler Williams, who frequently appears and collaborates with her on videos. The two had a Halloween-themed wedding in 2019, which was very on-brand for Safiya's witchy, gothic personal aesthetic.
'Frankening' is Safiya's term for combining an entire collection of makeup or beauty products — lipsticks, nail polishes, eyeshadows — into one single item to see what results. The name riffs on Frankenstein, and the format is the backbone of some of her highest-viewed videos.
Yes, following historical beauty guides is one of Safiya's recurring content formats. She has tested tutorials from 1930s magazines, translating decades-old techniques to a modern camera — a style that pairs naturally with her retro-gothic personality and sets her apart from typical beauty YouTube.
Yes, Safiya made a video titled 'I Mixed All My Holo Taco Polishes Together,' applying her signature Frankening concept to the nail polish brand founded by fellow creator Simply Nailogical. The video follows her usual format of combining a full product collection into one custom result.
Safiya's recent YouTube sponsors include NordVPN, Rosetta Stone, Saily, Whatnot, and Opera. Her engagement runs well above the category average for beauty and lifestyle creators, which makes her channel attractive to tech, travel, and lifestyle brands seeking an authentically involved audience.
Candle-making and handpoured candles appear as part of Safiya's DIY creative output, consistent with the craft-experiment style that runs throughout her content. It sits naturally alongside her Frankening makeup videos and other hands-on projects she documents on camera.
Sweden is among the travel destinations that appear in Safiya's content, alongside food and local experiences she documents while abroad. International travel and food exploration show up regularly as a complement to her studio-based DIY and beauty experiments.
Safiya leans into a gothic, witchy identity across all her platforms — her YouTube bio quotes the cauldron scene from Shakespeare's Macbeth, and her social handles reference 'fiendish behavior.' This dark, playful persona distinguishes her from the pastel mainstream of beauty YouTube and resonates strongly with her predominantly young female audience.
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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