Sarah New is a makeup artist and content creator with a global audience of over 5 million across platforms, known for her transformative, high-quality content and viral beauty videos. With a flair for dramatic creativity and a passion for visual storytelling, Sarah captivates her audience through bold character transformations, detailed tutorials and cinematic makeup artistry.

In 2025, she was the face of the Garnier Micellar Water campaign, appearing on billboards across London, and also fronted the Halloween Superdrug campaign in stores. She has worked with major beauty brands including YSL, L’Oréal Beauty, Fenty Beauty and NYX, further establishing her influence as one of the UK’s leading figures in beauty.

Sarah continues to push the boundaries of makeup as

an art form. She inspires a global community of viewers and aspiring artists alike, encouraging creativity, confidence and fearless self-expression through her work.