From Side Hustle to 56 Million Views: The Rise of 'Abrielle Says'

How a late-night hobby became a viral hair brand connecting millions from Nashville to Brazil.

Published on Feb. 18, 2026

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Abrielle Herb started her blog 'Abrielle Says' as a side hobby in 2014 while working long hours in the radio and broadcast television industries. Her elegant hair tutorials quickly went viral, amassing over 56 million views and a global following that stretches from Music City to Brazil to Italy. Now, over a decade later, Herb is ready to make 'Abrielle Says' her primary focus, transitioning from her 9-to-5 job to pursue her passion project full-time.

Why it matters

Herb's story highlights how a personal hobby can evolve into a successful online brand, especially in the age of social media and viral content. Her journey from side hustle to full-time influencer demonstrates the power of consistent, high-quality content creation and the ability to connect with a global audience. As more people seek out flexible, passion-driven careers, Herb's experience provides an inspiring example of turning a late-night hobby into a thriving business.

The details

Herb carefully choreographs her hair tutorial videos, using an Apple Watch to check framing and redoing styles until she lands on the perfect version for her audience. What started as a hobby in 2014 quickly grew into a viral sensation, with one of her bun tutorials amassing 56 million views. Herb's love for hair and beauty began at a young age, and she honed her skills styling friends' hair for proms in high school. After graduating college, she pursued jobs in radio, broadcast television, and public relations, but continued building 'Abrielle Says' on the side, often working late into the night editing videos. In 2022, Herb and her husband moved from Arizona to Nashville, where she is now ready to make 'Abrielle Says' her full-time focus.

  • Herb launched 'Abrielle Says' as a hobby in 2014.
  • One of Herb's hair tutorial videos went viral, amassing 56 million views.
  • In 2022, Herb and her husband moved from Arizona to Nashville.

The players

Abrielle Herb

The creator of the 'Abrielle Says' blog and hair tutorial brand, which started as a hobby in 2014 and has since grown into a viral sensation with a global following.

Tyler Herb

Abrielle's husband, who signed to pitch in the Milwaukee Brewers organization, playing for the Nashville Sounds, prompting the couple's move from Arizona to Nashville in 2022.

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What they’re saying

“My hair tutorials are what really grew my entire audience, like nearly almost overnight. I went viral and going viral can be weird. People don't talk about it enough. It's almost like achieving an insane level of reach overnight.”

— Abrielle Herb (The Tennessean)

“I wanted to be a hairstylist since I was 3 years old. I'd be working like 13-hour days and then at night, my hobby was kind of like, I started Abrielle Says.”

— Abrielle Herb (The Tennessean)

What’s next

Herb is aiming to make 'Abrielle Says' her primary focus this year, transitioning from her 9-to-5 job to pursue the brand full-time.

The takeaway

Abrielle Herb's journey from a late-night hobby to a viral hair brand with a global following demonstrates the power of consistent, high-quality content creation and the ability to turn a personal passion into a thriving online business. Her story provides an inspiring example for others looking to transition from a traditional job to a more flexible, passion-driven career.