Safiya Nygaard

Safiya Nygaard is an American YouTuber and content creator who first gained recognition as a video producer at BuzzFeed before launching her own wildly successful YouTube channel. During her time at BuzzFeed, she created and appeared in popular series including Ladylike, which explored fashion, beauty, and lifestyle topics with a humorous and experimental approach. Her departure from BuzzFeed in 2017 marked the beginning of her independent career as a creator.

On her own YouTube channel, Safiya became known for her signature style of long-form, meticulously researched content that blends fashion, beauty, and internet culture. Her most popular videos include experiments like mixing every lipstick from a brand together, trying unusual beauty products, and exploring internet subcultures. Her thorough approach and dry wit have earned her millions of subscribers and billions of views, distinguishing her from other beauty and lifestyle creators.

In 2019, Safiya became engaged to fellow YouTuber Tyler Williams, and they married in November 2022. Their relationship has been featured in her content, with Tyler often appearing in videos as a supportive and humorous presence. The couple has collaborated on various projects and shared their personal milestones with their audience.

Safiya has also ventured into business, launching a lipstick line and other beauty products that reflect her experimental and inclusive approach to beauty. Her brand partnerships and sponsored content deals with major companies, combined with her YouTube ad revenue and merchandise sales, have contributed to her estimated $3 million net worth. She is widely respected in the creator community for the quality and originality of her content.