Safiya Nygaard (born July 16, 1992)[1][2] is an AmericanYouTuber. She gained prominence through her work withBuzzFeed, creating the seriesLadyLike. She is now known for her solo YouTube channel, containing content such as her Bad Makeup Science series.
Nygaard was hired byBuzzFeed in April 2015 and worked as a video producer for BuzzFeed's showLadylike. She left BuzzFeed in January 2017.[4] Nygaard explained her reasoning for leaving the company in her popular 2017 video titled "Why I Left BuzzFeed",[5] which as of April 2017 had over 14.9 million views.[6]
Nygaard is known for her YouTube series "Bad Beauty Science" in which she has mixed together all of her liquid lipsticks, foundations, eye shadows and highlighters to create "Franken" products.[7][8] Nygaard is often credited with starting a YouTube trend of mixing large quantities of a single type of beauty product together.[9] She has also made several fashion related videos including wearing strange or novelty clothing items such as clear pants,[10] 9-foot long jeans,[11] and thigh-highUgg boots.[12] She has also created videos exploring historical fashion, including one produced in collaboration withColonial Williamsburg.[13]
In October 2019, Nygaard released a lipstick collection in collaboration withColourPop.[14] In 2022, Nygaard signed with the management company Night.[15] According to Cosmetify, she was the highest-earning beauty influencer in 2022.[16] Nygaard collaborated withCristine Rotenberg's nail polish brand, Holo Taco, to release a limited edition collection of nail polish.[17][18]
Nygaard is married to YouTube collaborator Tyler Williams. Several YouTubers, includingJenna Mourey (Jenna Marbles) andCristine Rotenberg (Simply Nailogical), attended Nygaard and Williams' 2019 wedding.[19]
In 2015, Nygaard and Williams acquired a cat named Crusty. He ended up becoming a prominent part of Safiya's channel. Crusty died in late 2021 due to old age. Nygaard uploaded a YouTube video as a tribute to Crusty on April 2, 2022.[20] They adopted another stray kitten, whom they named Cosmo, a few months later.[21]
In 2021, Nygaard and Williams sold their house inStudio City, Los Angeles, which they originally purchased in 2019. It was bought by actressUzo Aduba for $3.1 million, turning a $200k profit in under two years of ownership.[22] Nygaard and Williams temporarily moved toPhiladelphia fromLos Angeles in early 2021 before permanently relocating toRaleigh, North Carolina that February.[23][24]
