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Safiya Nygaard

Safiya Nygaard makes long-form videos investigating beauty, unusual fashion, ambitious crafts and travel experiences, often alongside husband and collaborator Tyler Williams.

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Latest

Safiya’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.

Known for

Overview

Work: Video creator and producer
Education: Stanford University, class of 2014; drama and English
Breakout: Co-creator and founding cast member of BuzzFeed’s Ladylike
Independent chapter: Left BuzzFeed in 2017 to focus on a personal YouTube channel
Signature series: Bad Makeup Science

Mini bio

How it started.

After studying drama and English at Stanford, Safiya moved to Los Angeles and worked in production internships. BuzzFeed became the next step in 2015, where Safiya helped create Ladylike and became one of its familiar faces.

Going independent.

Safiya left BuzzFeed in 2017 to focus on a personal channel. Working with Tyler Williams, the videos grew into detailed investigations of beauty, fashion, crafts and travel. Bad Makeup Science became a signature: familiar products combined into unexpected new creations.

From experiments to collaborations.

The Sephora lipstick experiment combined 603 lipsticks from 20 brands and produced 500 lipsticks for viewers. Beauty collaborations later included Holo Taco, with a second collection celebrated in 2026 through dresses made from painted fake nails.

Creditschronological, newest first

Video and beauty projects

2026We Made Dresses Out of 10,000 Fake NailsHost and executive producer; Holo Taco collaborator
2023Holo Taco x Safiya NygaardNail polish collection collaborator
2018Melting Every Lipstick From Sephora TogetherCreator and host
2015–2017LadylikeCo-creator, producer and on-camera cast member

Series appearances

2018Escape the Night, season 3The Investigative Reporter

Awards

2018 Streamy AwardsNominated for Creator of the Year and Beauty.

Quotes

The point of our content is to be an investigation into something and present an interesting topic and go on a deep dive together.Safiya Nygaard, Stanford magazine

On the purpose behind the videos, in “Lifestyle Content for the Curious” (November 1, 2022).

Trivia

Safiya and Tyler describe their first production trip to East Asia as a turning point that helped them branch out as video producers.
Tyler proposed at Disneyland in 2018; the couple married in 2019.
The couple moved to Raleigh, North Carolina, in 2021.
The 2019 drugstore lipstick experiment used 500 CVS lipsticks and made 400 for viewers.