Sarah Sarosh is one of India's OG YouTubers, who seamlessly transitioned from a medical student to a thriving beauty content creator and entrepreneur. Known for her unfiltered realness, Sarah recently spoke to SheThePeople and discussed how she has cultivated a loyal community that resonates with her candid storytelling. Whether through her weekly vlogs or beauty insights, she continues to redefine digital influence by keeping it real and relatable.
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Sarah Sarosh’s journey into the digital world began while she was in the second year of her four-and-a-half-year occupational therapy course at KEM Hospital. As a medical student, Sarah had no background in tech or filming, but her passion for content creation pushed her forward.
Story of Perseverance and Earning Family’s Trust
“I started in the year 2017. I was a medical student, and I had no idea about tech or how to film. I would attend college Monday to Saturday and would go to my friend’s house every Saturday, get his camera, and then watch videos to learn the settings on how I can make the camera work with only one source of natural light, like a window.” Though there were defined purposes, she stayed committed.“I didn’t have the liberty to shoot at night because the minute the light went from the window, I could not shoot. But the whole point was not giving up. If you watch my old videos, you can see the quality is not that great because I didn’t understand. But the whole point was not giving up.”
Her breakthrough moment came later, during the 2020 lockdown. “In the lockdown, I could properly do my research, and then brand inquiries started coming in. I started entertaining them.” The rise of Instagram Reels and YouTube Shorts gave Sarah more platforms to showcase her creativity, and she quickly capitalized on these new opportunities.
Throughout her journey, Sarah’s parents were a constant source of support, though not without some hesitation. While juggling medical studies and content creation wasn’t easy, her parents encouraged her as long as she could maintain a balance. “They were like, as long as you are able to balance your studies and this, do it if you're having fun. They should in fact even watch my videos. And then it was makeup. So they didn’t understand, but they were watching it.”
However, the real challenge came when Sarah had to decide between continuing with content creation or pursuing further education in healthcare. This was a difficult decision, particularly for her mother, a tuition teacher who had always envisioned Sarah following her childhood dream of becoming a healthcare professional. “She was like, that was your initial dream. So why are you deterring from that?” Sarah understood her mother’s disappointment but felt differently. “I was like, you know, dreams change and I’ve grown as a person and I’m really enjoying this.”
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Despite her mother’s concerns, Sarah wanted to give content creation a real chance. She made a deal with her parents: “Give me one year. If I can’t make enough money or sustain myself, I’ll go for my master’s.” Her parents, though upset, agreed. “They were upset, but they were like, OK, you take one year.” And so, Sarah worked tirelessly to prove herself. “In that one year, I worked my ass off. I was like, OK, I need to prove it to my parents.”
Her hard work began to pay off. She posted consistently, took advantage of YouTube Shorts, and her first viral video marked the turning point. “In that one year when I really worked hard, I posted consistently. YouTube Shorts was a new platform, and I immediately capitalized on it.”
Behind the Scenes of Content Creation
Sarah recalls how far she has come since the early days of content creation. What used to be a one-woman show is now a smooth-running machine. She said, “Now I'm super systematic. Everything is very automated. I just know what I'm doing, what I have to create, what I want to create, how my audience will receive it. The strategy is in place. We do weekly strategies with my team. We see what's working. We do more of it. What's not working, we scrap it."
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She emphasises how important it is to have a system that allows her to stay sane and creative. "Content creation is a very creative field. I can't burn out. So, as much as I can outsource the work now, I have, like… I don't necessarily sit with the camera and do the settings myself. Everything is done by my team now."
As she continues to create, Sarah knows that having a reliable support system is key to staying creative and balanced. With her team behind her, Sarah’s journey is far from just a dream. "It's surreal that it's this way now. I don't have to figure things out anymore."
Choosing Meaningful Growth Over Virality
Sarah is equally active and popular in the Instagram space, which is a fast-moving platform where trends change in the blink of an eye, and creators often feel the pressure to keep up. Sarah shared how she came to a clear understanding of how trends work and how they don’t always help in building a loyal audience.
"I've understood now that you can't do both. You can't be trending. And you can't be relatable both at the same time. Whenever I hop on a trend, I do get a lot of views. But I don't get a lot of followers. Like nobody's… They do watch it when they are scrolling. "But not anybody is interested in that follow button."
Sarah’s strength has always been storytelling, which she has mastered on YouTube through longer-form content. Now, she’s working on translating that same storytelling style into short Instagram reels. "So I'm trying to use that voice more on Instagram now. Like I talk a lot. So I can easily talk for 45 minutes on my YouTube vlog. It's easier that way. But the challenge is to put that same story in 60 seconds. And put it on a reel. And now I'm trying to do that."
This shift has helped her build an audience that truly connects with her. "So that has allowed me to engage better with my community. And now I'm seeing a lot more people follow me through these reels. And now, so far it was… I felt like only the YouTube community followed me on Instagram, whoever had Instagram. But now I'm able to garner a fresher audience through my voice."
After years of figuring out Instagram, Sarah feels like she finally has a sense of direction. "And then I've just accepted that I'm not here to be viral. I'm here to be relatable for a longer period of time. So yeah. I'm literally telling you. This is my newest finding. Like 2025, I've understood this." Looking back, she compares her past approach to running without a destination. "All this while on Instagram, I even felt like a horse with no direction. But now I feel like I'm understanding Instagram a little better."
Biggest Feedback She Ever Received
Content creation is more than just making videos, it’s about connection, impact, and authenticity. Sarah opens up about her evolving confidence, the challenges of sharing her personal health journey, and how her vlogs have become a source of comfort for many.
"A lot of people have told me through my vlogs that it's helped cure their loneliness. That's the biggest feedback I've ever received. So I do these very long vlogs on YouTube, 45 minutes, as good as a Netflix episode. And it's my real life. People abroad, studying, and don’t have their family around, watching my family celebrate Eid or Diwali makes them feel like they are at home. That is the best thing I have ever heard."
But it’s not just students, new mothers struggling with postpartum depression have also found solace in her content. "So many moms have told me, ‘I'm in postpartum depression. I can't understand what I'm doing. I'm only breastfeeding my baby. But every time I'm breastfeeding, I watch your videos. It makes me feel like I'm doing something with you.’"
She never expected that sharing her life could have such a deep emotional impact."My comment section is filled with people saying, ‘I'm going through so much anxiety, but when I watch your videos, I feel calm.’ That gives me a sense of responsibility. Whatever it is, my YouTube vlog has to go up on time because these people are waiting. It’s their therapy."
The Harsh Reality of Social Media
Sarah also addressed the darker side of social media and acknowledged that negativity does get to her but emphasized the importance of setting boundaries. "I keep myself out of the negative space... There's a lot of rubbish that keeps getting spoken about me," she shared.
However, she has accepted that the more she shares online, the more room people have to comment, both good and bad. Understanding that not everyone can see others happy, she chooses to focus on what truly matters and keeps her energy away from unnecessary negativity. Take a look at what she said.
Admire a creator and curious about their journey or how they’ve mastered the content creation game? 'Behind The Gram' is an exclusive series by SheThePeople that uncovers the stories, struggles, and strategies of your favourite content creators. Tell us, who would you love to see us sit down with next?
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