Madison Sarah Is Still That Girl
Madison Sarah is the kind of beauty creator who didn’t just “start a channel”—she built a city. The UK bombshell has spent nearly a decade documenting glam, growth, and the in-between moments, turning weekly diaries and beauty maintenance into a universe her audience doesn’t just watch—they live in. Scroll her catalog and it’s clear: this isn’t a phase, it’s a foundation—hundreds of uploads deep, still moving like the main character with something to prove (and a lip oil to apply).
What makes Madison an OG isn’t just longevity—it’s intimacy. One minute it’s a current-favorite makeup rundown, the next it’s a real-life reset, a soft confession, or a hard laugh. She’s mastered the art of making beauty feel like a lifestyle language, not a lesson—like getting ready with your friend who can be a black-cat femme one day and a full Pilates princess the next.
In our conversation, Madison opens up about the truth behind that YouTube empire: the early days of becoming a bona fide content creator, the discipline it takes to stay consistent when the internet changes every five minutes, and why being “that girl” has very little to do with the look—and everything to do with vision, intuition, and nerve. Consider this your reminder to give her flowers—and maybe book a Pilates class on the way out.
FEATURED INTERVIEW:
Your YouTube journey spans nearly a decade. How did it all begin?
“I’ve been a YouTuber for nine years now, which still makes me feel so old *laughs*. I grew up very religious and wasn’t allowed after-school activities, so from about the age of 12 my evenings were spent watching YouTube. I fell in love with it before it became the huge industry it is now.
I always loved makeup, even when I didn’t know what I wanted to do. Makeup was really discouraged at school—you could get in trouble for wearing it—but it never stopped me. I went on to study makeup in UK college, worked at MAC, and started YouTube as a hobby. I didn’t even realize people made money from it. When brands started reaching out, I quit MAC and went full-time at 19.”
What does beauty look like for you now?
“In the last couple of years, I’ve really leaned into enhancing my natural features. Skincare is my top priority. I’m obsessed with Haruharu Wonder—it’s a Korean barrier essence that hydrates so deeply it really anchors my makeup.
I’m also a huge lip product girl. I can leave the house with moisturized skin, SPF, a MAC lip liner, and Dior Lip Oil—that’s non-negotiable. And if I had to name one product that’s never left my routine, it’s Hourglass Concealer. My makeup bag changes constantly, but those always stay.”
Top: FANCI CLUB
How important is packaging to you?
“If I’m pulling a product out of my bag, it needs to look cute. Packaging really matters to me—little Chanel compacts, hand-painted details. It’s all part of the experience.”
One skincare product you can’t live without?
“Paula’s Choice—the grey liquid exfoliator. I went four days without it after it leaked in my bag, which was very humbling *laughs*. The moment I replaced it, everything felt right again.”
What’s inspired your recent interest in learning French?
“I originally wanted to learn French because I want to move to Paris—that’s still very much the goal. It’s also been amazing to have a hobby that gets me off my phone. As an adult, that’s so important. I feel like I’m using my brain more, and I’m really loving it.”
How do you approach skincare while traveling?
“I bring everything. Sheet masks, the full routine—clothes can go before skincare. When I get home, I love an Aqua3 facial for a deep reset. I’m also obsessed with collagen masks. There are a lot of trends online, but that’s one I genuinely recommend.”
How has your relationship with beauty changed as your platform has grown?
“I used to be such an over-consumer. If something was trending, I felt like I needed it. Now I know not everything works for everyone. I’m less focused on outward beauty and more on what’s happening internally—what I eat, hydration, balance. I’ve seen a real difference in my skin.”
How do you stay authentic in a trend-driven space?
“When I started YouTube, I never talked about trends—I talked about what I loved. I still do. I’ll try a micro-trend if it genuinely interests me, but honesty is what keeps trust with my audience.”
As a full-time creator, what beliefs or habits have you had to unlearn—especially around trends, identity, and how you’re expected to show up online?
“I think, again, going back to trends—I’ve had to unlearn hopping on something just because it’s trending, even if it doesn’t align with me, my brand, or my morals. Staying organic to who I am and what I actually like is really important to me.
I’ve also had to unlearn putting myself into a particular category. For example, I believe someone can be a Pilates princess and then go home and be a full rock girl if she wants. I think I was so focused on being either a ‘clean girl’ or fitting myself into one box, whereas now I’ve realized I can just… be me.”
When it comes to fashion, how do you approach getting dressed day to day—and how do mood, authenticity, and trends influence the way you define your personal style?
“I’d say day to day, the same way I approach makeup—I ask myself, what mood am I in today? Do I want to give black cat energy and be dark, wear all black, do a sort of black feline look? Or do I want to wear a bright color like pink and be a Pilates princess? It really just depends on how I wake up that day.
When I’m shopping, I just pick up whatever I like. I used to shy away from showing outfits I thought my audience wouldn’t like because I didn’t want negative comments, or for someone to be like, oh my god, this girl doesn’t know how to dress. But then I realized we lose so much character when we dress out of fear. We all end up dressing the same because we’re following what’s trending, and then everyone just looks identical.
So now I shop for whatever I’m drawn to. If I see something I like, I’ll buy it. I shop a lot of vintage—I love vintage shopping because you can find the coolest, most unique pieces. What goes around really does come back around. I genuinely think the ’80s are going to have a huge comeback—you’ll see it in music, fashion, and even a little bit in beauty.
I get a lot of inspiration from watching fashion shows. I’m going to Paris Fashion Week this year, which I’m so excited about, but even when I’m not attending shows, I always watch them. I’ll dedicate nights to it—I’ll pour a glass of wine and watch the Dior shows, and then I’ll think about how I can take what I see on the runway and make it wearable for everyday life. Runway fashion isn’t always realistic, but I love seeing what’s coming and then putting my own spin on it.”
Mask on! Image: Courtesy of Madison Sarah
You’re very expressive through the things you carry. If we emptied your bag right now, which three items best represent your daily life—and what do they say about you?
“I’m such a bag person—it’s actually my favorite item of clothing. I genuinely think if I could just wear lingerie and a bag, I’d be happy. I change my bag every single day. I know some people have an everyday, staple bag… not this girl. The bag changes daily, but the contents always come with me.
I cannot live without my sunglasses. Even when I’m living in the dullest area in the world, sunglasses make me feel invisible. Even if it’s dark outside, I feel like nobody can see me when I’m wearing them. If I could choose a superpower, it would definitely be invisibility. My sunglasses are usually Miu Miu—Miu Miu just fits my face so well.
I also always keep an empty notebook in my bag. I have a lot of thoughts, and sometimes I just need to let them go. If I’m stuck somewhere or overthinking, I’ll write it down. There’s something so romantic about writing things on paper instead of putting them in your phone notes. When I write something down, it genuinely feels like it leaves my brain.
Another must is fragrance. My friend from school, Charlie, used to wear Dior Poison, so whenever I smell that I think of her. Fragrance has such a long-lasting effect—when you meet someone, that’s usually what they remember you by. My signature scent is probably Kilian Angel’s Share. Whenever I wear that perfume, I guarantee you I’ll get at least three compliments that day.”
Denim: GUESS
How do fashion archives and past runway moments influence the way you approach styling, movement, and even how you present yourself online today?
“Yes, actually. For Coachella last year I was wearing Chloé, and I really wanted to channel the Bohemian Chloé woman. I watched about four archive shows just to really nail the look down.
Honestly though, when I’m watching older runway shows, it’s usually the models I’m paying attention to. Those walks down the runway? Iconic. I’m literally watching for inspiration on how to cross the street laughs.
Over time, I’ve also collected really rare back issues of Vogue off eBay. I’m not just finding fashion inspiration from them, but also inspiration for how I move and pose. This might sound cringey, but when I post on Instagram I like it to feel authentic and full of my personality—especially when I’m collaborating with brands, I like to really serve.
I’ll look at old editorials and runway imagery for posing ideas. They can be super random, but there’s always some kind of intention or inspiration behind the movement.”
After nearly a decade online, how do you define success now—and what feels most important to you moving forward?
“Success to me now looks like happiness and balance. Looking ahead, I’d really love to give back to my community. Nine years is a long time for people to support you, and if I could give back by releasing a product that genuinely benefits someone’s life… that would mean a lot to me. It might sound like a big thing to say, but I’ve had so many opportunities to create something like that over the years. I’ve come close before, but I’ve pulled back when it didn’t feel right. Timing and intention matter to me”
What’s something you’re proud of that people don’t always see?
“I don’t always give myself the flowers I deserve. I’ve grown from beauty and fashion into something more emotional and motivational. When people tell me my videos helped them through a hard day, it still surprises me. Making a difference—even for one person—is something I’m really proud of.”
Credits:
Talent: Madison Sarah
Interviewer: William Camp IV
Edited by: Perrin Johnson
Talent’s PR Agency: The Blogger Agent UK
Art Direction: Perrin Johnson, William Camp IV
