Safiya Nygaard Crafting YouTube Magic with Wit and Wonder

In the vibrant chaos of YouTube, Safiya Nygaard stands as a creative dynamo, captivating over 9.7 million subscribers with her blend of humor, curiosity, and storytelling flair. From her early days at BuzzFeed’s LadyLike to her reign as an independent creator, she’s transformed beauty, fashion, travel, and quirky experiments into narratives that feel like adventures. Her videos don’t just entertain—they dig into consumer culture, societal quirks, and personal discoveries with a sharp wit and an open heart. With a knack for turning the ordinary into extraordinary, Safiya has redefined digital storytelling. This blog dives into her creative journey, her unique approach, and her lasting impact on YouTube’s landscape, revealing why she’s a beacon for fans and creators alike.

From BuzzFeed to Freedom: A Creator’s Bold Start

Safiya Nygaard’s story began in 2015 when she joined BuzzFeed as a video producer for LadyLike, a series exploring women’s lifestyle topics like beauty hacks, fashion experiments, and candid takes on daily life. Her quick wit and relatable charm made her a standout, whether she was testing quirky beauty gadgets or poking fun at impractical trends. Her LadyLike segments, like trying dollar-store makeup, became instant hits, showcasing her ability to make the mundane endlessly entertaining.

But BuzzFeed’s fast-paced content mill started to feel limiting. Safiya’s boundless imagination needed room to roam. In 2017, she took a leap, leaving BuzzFeed to focus on her own YouTube channel. Her first independent video, “Why I Left BuzzFeed” (February 6, 2017, 8.2 million views as of May 2025), was a candid look at her decision to choose creative freedom over corporate security. She called it “liberating but nerve-wracking,” a sentiment that struck a chord with fans who admired her honesty. This move wasn’t just a career shift—it was the launch of a creative empire built on her vision.

Leaving BuzzFeed allowed Safiya to craft content that was uniquely hers. Free from editorial constraints, she began blending humor, research, and eccentricity, quickly building a channel that stood out in YouTube’s crowded landscape. Her bold choice paid off, as her subscriber count soared, proving her instincts were razor-sharp.

The Creative Recipe: Curiosity and Controlled Chaos

What makes Safiya’s videos so addictive? It’s her ability to fuse unrestrained curiosity with a structured yet chaotic approach. Her content spans beauty, fashion, travel, and offbeat experiments, yet it’s tied together by a distinct narrative thread. Here’s what fuels her creative magic:

• A Love for the Quirky: Safiya dives into oddball projects, like melting every Bath & Body Works candle into a massive wax block (“I Melted Every Candle from Bath & Body Works Together”, 2018, 13.4 million views) or buying eclectic outfits from Taobao, as seen in “I Bought The First 5 Things Taobao Recommended To Me” (2020, 7.2 million views).
• Playful Precision: She tackles experiments with a scientist’s rigor but delivers them with a comedian’s charm, making complex processes feel like fun romps.
• Embracing Flops: Safiya’s unafraid to show her missteps, like her hilarious struggles in “I Tried Following A Simply Nailogical Nail Art Tutorial” (2018, 10.1 million views), which makes her relatable.
• Data-Driven Depth: Her videos often include charts, timelines, or historical insights, blending entertainment with education.

Take “I Got A Custom Nail Polish Truck” (2021, 6.8 million views), where she teamed up with Holo Taco to create a mobile nail polish van. The video isn’t just about the quirky concept—it’s a deep dive into the design process, logistical hurdles, and her signature commentary. Her narration, laced with self-deprecating humor and keen observations, feels like a chat with a friend, inviting viewers to join her adventure.

Safiya’s perfectionism is a cornerstone of her success. Fans on Reddit note that she often reworks footage to meet her high standards, a process she’s jokingly called “chronic procrastination” on her blog, safiyasnewintrosong.com. This dedication means fewer uploads—sometimes one video a month—but fans cherish the quality. Comments on X praise her for prioritizing substance, with one user noting, “Safiya’s videos are worth the wait because they’re like mini-movies.”

Embracing the Absurd: A Window into Consumer Culture

Safiya’s channel thrives on her passion for the absurd. She doesn’t just review products—she dissects them, often literally. In “I Melted Every Lipstick from Sephora” (2018, 14.2 million views), she combined hundreds of lipsticks into a single “franken-lipstick,” creating a spectacle that doubled as a commentary on beauty industry excess. Her Taobao hauls, like “I Bought The First 5 Things Taobao Recommended To Me” (2020), feature her trying out bizarre clothing, from frilly dresses to avant-garde accessories, with an open mind and sharp wit. These videos, rooted in real purchases from the Chinese e-commerce platform Taobao, highlight her knack for finding humor and insight in the unexpected.

Unlike traditional beauty YouTubers chasing flawless tutorials, Safiya’s more like a cultural detective, exploring consumer trends with curiosity. Her video “I Tried Period Panties” (2019, 9.3 million views) tackles a taboo topic with humor and respect, normalizing conversations about menstruation in a way that’s both accessible and empowering. She never judges the products she tests, whether from Taobao or high-end retailers, instead inviting viewers to reflect alongside her.

Her ability to weave personal stories with broader themes shines in “I Bought A Century’s Worth of Wedding Dresses” (2019, 12.3 million views). Beyond showcasing vintage gowns, she traces the evolution of bridal fashion, complete with historical context and visual timelines. This blend of entertainment and education makes her videos rewatchable, as fans return for both the laughs and the insights.

Visual and Narrative Craft: The Tyler Collaboration

Safiya’s videos are a production triumph, thanks to her collaboration with her husband, Tyler Williams. As her cinematographer, editor, and creative partner, Tyler brings a polished yet intimate feel to her content. In “I Stayed at the World’s Largest Hotel” (2024, 2.4 million views), his camerawork captures the grandeur of the Icon of the Seas while Safiya’s witty commentary grounds the experience, creating a seamless blend of spectacle and relatability.

Her aesthetic is a visual extension of her personality: bold colors, a retro-modern vibe, and fearless fashion choices. From Taobao’s neon dresses to her SpongeBob SquarePants Halloween cosplay with Tyler, her style is as distinctive as her content. Fans on X have dubbed her a “True Winter” in color analysis, a nod to her knack for vibrant, cool-toned looks.

Safiya’s love for data adds depth. She often incorporates charts or timelines, like in “I Bought A Century’s Worth of Wedding Dresses”, where graphics illustrate fashion trends across decades. This analytical streak makes her videos feel like mini-documentaries, blending fun with substance.

Building a Community: The Authenticity Edge

Safiya’s bond with her audience is rooted in authenticity. Her conversational narration, often in the first person, feels like catching up with a friend. In “Why I Left BuzzFeed”, she openly discusses her career struggles, a vulnerability that resonates deeply. She engages fans by incorporating their suggestions, like testing specific products or trends, turning her channel into a collaborative space.

Her global appeal grew after her 2019 Korea trip, documented in videos like “I Tried Korean Street Food” (2019, 5.1 million views), where she expressed her love for Red Velvet and member Seulgi. This endeared her to K-pop fans, particularly in Asia. Her Instagram (@safiyany), with 2 million followers, offers glimpses into her life—Halloween costumes, travel snippets, and moments with Tyler—further strengthening her connection with fans. She’s transparent about production delays, often joking on Instagram about “disappearing” to perfect a video, which only deepens her fans’ loyalty.

The Creative Grind: Challenges and Evolution

Safiya’s path hasn’t been without hurdles. Her perfectionism, while a strength, often leads to production delays. On her blog, she’s admitted that videos take longer than planned, a sentiment echoed by fans on Reddit who admire her quality-over-quantity approach. Her high-concept projects, like sourcing Taobao outfits or melting hundreds of products, require extensive preparation, from research to logistics.

Maintaining creativity is another challenge. Videos like “I Bought The First 5 Things Taobao Recommended To Me” involve navigating international shipping and cultural nuances, all while keeping the content engaging. Safiya finds inspiration in everyday moments, like browsing online marketplaces, but the pressure to innovate is constant.

Her 2019 marriage to Tyler marked a personal and creative turning point. Their wedding video, “Our Wedding Video” (2019, 4.1 million views), offered a heartfelt look at their partnership. Post-marriage, her content has embraced travel, with hits like “I Spent 24 Hours at Dollywood” (2024, 360,000 views) and “Trying Viral Malaysian Street Food” (2024, 2.4 million views), showcasing her adventurous spirit and Tyler’s production finesse.

Shaping YouTube’s Future: A Lasting Legacy

Safiya’s influence extends beyond her channel. She’s set a new standard for digital storytelling, showing creators how to balance entertainment with insight. Her approach—curiosity-driven, humor-infused, and meticulously crafted—has inspired a wave of YouTubers to experiment with hybrid formats, blending lifestyle with investigative elements.

Her business ventures are equally noteworthy. She launched Fiendish Behavior, a clothing line with T-shirts and hoodies that mirror her quirky aesthetic. Her collaboration with Holo Taco on nail polish products, including the custom truck project, highlights her ability to translate her brand into tangible offerings. These moves showcase her savvy in building a sustainable creative career.

Through videos like her Taobao hauls or fast-fashion deep dives, Safiya offers a subtle critique of consumer culture, inviting viewers to question their buying habits without preaching. Her ability to make commentary entertaining has cemented her as a unique voice in the digital space.

The Road Ahead: Safiya’s Next Chapter

As her channel evolves, fans are eager for more. Her recent travel videos, like “Trying Viral Malaysian Street Food”, hint at a focus on global exploration, and her audience craves more cross-cultural content. With YouTube’s competitive landscape, she may experiment with new formats, like live streams or collaborations, to keep her content fresh.

Her partnership with Tyler opens exciting possibilities, from joint travel series to deeper personal storytelling. Whatever lies ahead, Safiya’s curiosity and authenticity will keep her at the forefront of digital creation.

Join the Adventure

Safiya Nygaard is more than a YouTuber—she’s a storyteller, explorer, and creative visionary. From melting lipsticks to navigating Taobao’s wildest offerings, she transforms the ordinary into extraordinary, inviting us to see the world through a lens of wonder. Her journey from BuzzFeed to YouTube stardom is a testament to the power of authenticity and imagination.

What’s your favorite Safiya video?Who else on YouTube matches her creative spark?Share this post to spread the word about this digital trailblazer, and drop your thoughts in the comments below!

Tags: Safiya NygaardYouTube CreatorBeauty ExperimentsBuzzFeed AlumniDigital Storytelling