Who is Sarah New?

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Sarah New: Transforming Beauty Content with SFX Artistry and Bold Creative Vision

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Sarah New is a UK-based SFX and creative makeup artist whose artistry merges transformation with education. She specializes in high-impact beauty looks, often mixing face paint, prosthetics, and vibrant colors to create fantastical characters or extreme glam aesthetics. Her makeup is not about everyday wear—it's designed to push the boundaries of form and identity. Her audiences don’t just watch—they study her process.

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Her content style is rooted in inclusivity and relatability. She’s open about working within a budget and growing from scratch, as reflected in her bio: "I know it was definitely difficult for me to get started in face paint and SFX whilst being on a budget." This kind of transparency strengthens her connection with viewers who may be just starting their creative journey or navigating cost barriers.

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Sarah frequently collaborates with major brands like Benefit Cosmetics UK, Fenty Beauty by Rihanna, and NYX Professional Makeup, integrating product reviews and demonstrations that align seamlessly with her content. She also actively supports causes such as LGBTQIA+ rights and climate change awareness, which further enhances the integrity behind her platform.

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Her growing influence is reflected in the numbers—she ranks in the top 1% of makeup creators globally and has cultivated a multi-platform presence that’s as educational as it is mesmerizing.

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An Influencer Active on Social Media

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Sarah New delivers high-impact content across TikTok, YouTube Shorts, and Instagram Reels, with her most influential presence found on TikTok where she has built a community of over 3.5 million followers.

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Sarah New's Social Media Strategy Analysis

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TikTok Strategy: Transformative Visual Impact Meets Community Education

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Sarah’s TikTok content thrives on shock-value transformations that blend beauty with storytelling. One moment, she’s bare-faced; the next, she’s a hyper-real version of a fantasy character, often achieved with drugstore products. These transitions are designed to captivate in under 15 seconds, leaving audiences stunned and eager to replay. The seamless editing and use of high-energy audios contribute to her virality.

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Rather than follow general beauty trends, Sarah twists them through the lens of SFX and theatrical flair. For instance, she uses randomized makeup prompts or underwater challenges, like in her “mermaid bronzer meltdown” video, to push the boundaries of what content on TikTok can be. These personal challenges often turn into teachable moments. Her edits emphasize close-up brush strokes, texture contrasts, and reveal shots—formatting optimized for short-form mastery.

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Sarah’s audience isn’t just passive—they mimic, duet, and recreate her looks. This engagement loop feeds the algorithm, but more importantly, builds a fandom invested in her creativity. When she posts a high-concept video like the “BMW trend” glam (which hit over 6.4M views), it's not just a moment—it becomes a shared digital event in her niche. She capitalizes on this by keeping a consistent weekly output while preserving originality.

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She rarely speaks directly to the camera, instead letting her visuals and edits drive the narrative. This silence enhances global appeal, making her content language-independent and widely replicable across regions. It’s a subtle but strategic choice that makes her one of the few UK-based creators whose videos regularly break into global explore feeds.

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• Username: @sarahnewsfx
• Influence Score: 90.1/100
• Followers: 3.5M
• Activity: 4.6 videos/week
• Engagement Rate: 2.15%
• Growth: 0%
• Average Engagement: 75.4K
• Posting Habits: Every day at 12 PM EST

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YouTube Shorts Strategy: Viral Repurposing with a Cinematic Twist

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On YouTube Shorts, Sarah adapts TikTok concepts but rewires them to fit YouTube’s more passive-scrolling user base. For instance, her 66M-view Short leverages a popular meme format—but instead of quick satire, she elevates it with precise transitions and HD contour detailing. Unlike creators who repost directly, Sarah reframes the content to align with YouTube’s pacing. This platform becomes a gallery for her most polished, cinematic SFX work.

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What distinguishes her Shorts from others is how she treats the medium as a vertical runway. Each frame is optimized for drama—slow zooms on duochrome shadows, exaggerated poses, and lens flares from ring lighting. She builds tension across a 30-second arc, treating each Short like a self-contained campaign. Her use of music also differs here—more ambient, less punchline-focused, allowing for immersive pacing.

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While she hasn’t posted in 10 days, Sarah’s Shorts continue generating views, signaling strong SEO and thumbnail strategy. The captions are minimal and emoji-heavy, letting the visuals and expressions carry emotional weight. Her most viral Shorts tend to feature symmetrical facial close-ups and monochromatic makeup moods, tapping into visual ASMR. These design choices subtly cater to both makeup enthusiasts and casual viewers.

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Crucially, Sarah uses this channel to build social proof. Having one viral video with 60M+ views becomes a credibility marker in brand negotiations. It also allows her to test looks that may be too stylized for Instagram or TikTok. On YouTube, she gets to lean fully into her “artist meets editor” identity—and the platform rewards her with discoverability.

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• Username: @sarahnewsfx
• Influence Score: 84.8/100
• Followers: 1.7M
• Activity: 0 videos/month
• Engagement Rate: 0% (latest inactivity)
• Growth: +0.5%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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Instagram Strategy: Product Integration Through Soft Humor and Realism

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On Instagram, Sarah blends glam with self-deprecating humor, often seen in Reels like her sushi-eating concealer routine or the “face vs. ad” parody. These aren’t viral gimmicks—they're carefully styled scenarios where Sarah tests brand products under extreme or absurd conditions. She uses this platform to humanize the perfection often seen in the beauty space, building relatability without sacrificing polish.

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Her use of captions here is more intentional and narrative-driven than on TikTok. She often includes casual commentary, like “this ad was not meant for the influencer life,” signaling a tongue-in-cheek perspective that contrasts her high-glam visuals. These posts often earn strong save and share metrics, signaling utility and authenticity. Unlike tutorials, her Reels are moments—spontaneous yet technically sharp.

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Sarah's product tagging is strategic: she never floods a post with too many mentions. Instead, she integrates 1–2 standout products and shows them in action under natural lighting or chaotic conditions. This includes melting makeup during pool shoots or “first date” waterproof tests. She understands Instagram’s swipe-and-save culture and formats her content to encourage replay and reference.

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Her visual style is more subdued and lifestyle-oriented than on other platforms. Neutral tones, soft focus, and minimal overlays dominate, catering to a more brand-conscious audience. Sarah also leverages grid curation—her posts alternate between extreme close-ups and full-face transformations, offering visual balance and ensuring aesthetic cohesion across her feed.

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• Username: @sarahnewsfx
• Influence Score: 89/100
• Followers: 749.3K
• Activity: 11 posts/month
• Engagement Rate: 1.46%
• Growth: +0.46%
• Average Engagement: 11K
• Posting Habits: Every day at 12 PM EST

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Sarah New's Social Media Influence Summary

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Sarah New ranks in the top 1% of TikTok creators worldwide, securing her spot as one of the most engaging SFX and creative makeup artists on the platform. In the UK makeup category, she holds a remarkable #5 position, underscoring her influence in both niche artistry and mainstream beauty circles.

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Learn more about the Favikon Methodology here

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Content Strategy: Artistry, Accessibility, and Visual Performance

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Sarah’s strategy thrives at the intersection of spectacle and education. She knows her niche—SFX, cosplay, and creative glam—and doubles down on originality rather than imitation. Her makeup looks are often themed around color theory, character transformation, or seasonal events, offering content that’s entertaining and highly shareable.

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Reachability & Partnerships

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Sarah New is highly reachable for brand partnerships, particularly on TikTok and YouTube, where she produces sponsored content with clear product integration and tutorial value. Her prior collaborations with NYX (tagged 31 times), Benefit Cosmetics UK (tagged 19 times), and Fenty Beauty (tagged 7 times) show consistent alignment with brands prioritizing inclusivity and bold creativity.

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Her audience responds well to branded content that includes transformations, product durability tests, or Halloween-style reveals. With an estimated rate of $10K per post, she offers visually-driven, high-concept content that's well-suited for product storytelling in both casual and campaign-level partnerships.

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Conclusion: Leading a New Era of Creative Makeup With Vision, Voice, and Viral Precision

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Sarah New isn’t just making makeup tutorials—she’s building fantasy, humor, and education into every frame. With millions of loyal followers, unmatched transformation skills, and a deep understanding of visual storytelling, she stands as one of the UK’s most influential and innovative beauty creators. For brands and followers alike, Sarah offers something rare in today’s landscape: content that doesn’t just follow the trend—it becomes the benchmark.

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