Personal branding is a way to build a perception or way of looking at someone else's self. Sasyachi became one of the successful personal branding examples through his blog hellosasyachi.com. Sasyachi is the first beauty blogger in Indonesia to focus on Korean beauty. This study aims to determine the personal branding built by Sasyachi and personal branding that characterized based on uploads on his blog hellosasyachi.com in the period 2014. The method used in this study is the method of quantitative content analysis. The population of this study is all uploads on the blog hellosasyachi.com period 2014, and the sample used is part of the population that is as much as 120 uploads. Data collection methods used are documentation of uploads on the blog hellosasyachi.com, and do literature studies of books, internet, coding sheets, and other studies that are considered relevant. The results of the analysis that has been done on hellosasyachi.com blog 2014 period shows that of the total 120 uploads into the sample of research, there are 111 uploads reflecting personal branding Sasyachi based on the size of the theory of eight personal branding formation concept according to Peter Montoya. Out of 111 uploads there are 72 uploads or 64.86% belonging to a specialization category, 12 uploads or 10.81% fall into the leadership category, as many as 8 uploads or 7.21% fall into the difference category, 7 uploads or 6.31% in personality categories, 4 uploads or 3.60% in unity and steadfast categories, and there are as many as 2 uploads or 1.80% in the category of good names. Meanwhile, the personal branding characteristic of a Sasyachi is seen from the most dominant result is personal branding of specialization category which gets percentage of 64,86% with total upload as much 72 uploads.