About
On February 1, 2017, a YouTube channel was created that would, for a time, perfectly capture a niche intersection of theme park enthusiasm and heartfelt advocacy. “Hayes Family Vlog,” operated by Ashley (Ash) and Zach Hayes, centered on their young daughter, Malia. Their stated mission was twofold: to document their family trips to Disneyland and to use those joyful moments to raise awareness for Malia’s autoimmune condition, Alopecia Areata. With over 40.4 million views and 125,000 subscribers, the family built a dedicated community before their digital presence came to an abrupt halt in early 2022, a casualty of a targeted online harassment campaign that originated on a platform they didn’t even use.
Hayes Family Vlog: History and Growth
Operating from a base near Citrus Heights, California, the Hayes family launched their channel with a clear purpose. Their vlogs quickly found a footing within the competitive Disney creator community, and by May 2018, they had surpassed 26,000 subscribers. Their growth was buoyed by positive coverage from enthusiast blogs like “Casey’s Disney World Adventures” and “Pixie’s Plight,” which praised the family for their inspirational message, Zach’s high-quality editing, and their unique mission.
This period saw the professionalization of their brand. The family’s early Twitter handle, @azhayesvlog, likely representing Ashley and Zach, eventually evolved into the more brand-aligned @hayesfamilyvlog. This subtle shift signified a deliberate move away from a personal account and toward a public-facing media entity. For nearly five years, they produced a steady stream of content, solidifying their reputation and building a brand synonymous with positivity and awareness.
Hayes Family Vlog: Content and Style
The channel’s content formula was consistent and effective. Vlogs were almost exclusively filmed at Disneyland and its sister park, Disney California Adventure. The narrative centerpiece was invariably the heartwarming, and often emotional, interactions between Malia and Disney characters. These moments were not just family memories; they were the practical application of their advocacy. The channel’s public description made their stance clear, noting they “hate the word disease” and emphasizing that “Although Malia cant grow hair, she is a perfectly healthy girl otherwise.”
Nearly every video description and on-screen graphic served as a direct call to action. Viewers were educated about alopecia, which affects as many as 6.8 million people in the United States, and were consistently directed to the National Alopecia Areata Foundation (NAAF.org) for more information. This unwavering focus transformed a family vlog channel into a grassroots educational platform.
How Hayes Family Vlog Makes Money
The Hayes family developed a diversified business model that leveraged their niche audience. Rather than relying solely on YouTube ad revenue, they built multiple income streams. Direct fan support was cultivated through a Patreon page, which offered perks like early access to videos and patrons’ names appearing in vlog credits.
They launched an official merchandise line, “Hayes Fam Merch,” through a Spreadshirt-hosted online store selling branded T-shirts and hoodies. Ashley Hayes operated a separate, but thematically linked, side business: the “Minnie Chic” Etsy shop, where she sold handcrafted floral Disney-style ears. Brand partnerships were also secured, most notably with the Howard Johnson Anaheim hotel near Disneyland. The family promoted specific corporate discount codes to their audience: code 1000025935 offered a 20% discount for Magic Key holders, while code 1000022077 provided a 15% discount for other guests. Their network was rounded out by Amazon affiliate links for their vlogging equipment and a subscription to Epidemic Sound for their video soundtracks.
Hayes Family Vlog's Collaborations
Throughout their active years, the Hayes family became integrated members of the Disneyland vlogging community. They documented meetings with fellow creators like “Freshbaked” and were promoted by others, such as Sarah Bellin, who encouraged her followers to subscribe to their channel. A significant collaboration featured prominent voice actor and YouTuber Brian Hull, with whom they filmed a day-in-the-park video that drew substantial viewership. These connections demonstrated their acceptance and standing within their specific content vertical.
Hayes Family Vlog: Public Reception
For years, public reception was overwhelmingly positive within their fan community. The narrative surrounding the family was one of inspiration and resilience. This changed drastically in early 2022.
A video surfaced on TikTok accusing the family of exploiting Malia’s condition. The creator of the video alleged the family was “using and abusing Malia and Disney for their own interest” and “taking advantage of the characters” to receive special treatment. This accusation reframed their entire mission of advocacy as a cynical ploy for personal gain. The narrative spread rapidly, fueling what commentators described as a “major bullying issue” and an “onslaught of garbage” directed at the family.
The attack was particularly insidious because it originated and gained momentum on TikTok, a platform where the Hayes family had no verified presence or ability to control the conversation. This created an identity vacuum, a vulnerability underscored by the existence of an unrelated TikTok account, @thehayesfamilyy. That account, run by a “husband and wife with 3 girlies and little man,” was often confused with the vlogging family, highlighting the challenges of maintaining a unique brand identity across a fragmented digital landscape.
In response to the severe and sustained harassment, the Hayes family uploaded a video in early 2022 announcing they were “quitting YouTube.” The attack had successfully deconstructed their carefully built brand narrative and driven them from their primary platform.
Hayes Family Vlog: Philanthropy
The channel’s core impact was its relentless advocacy. The Hayes Family Vlog was, at its heart, a philanthropic project powered by a family’s love for theme parks. Every vlog served as a platform to educate a new audience about Alopecia Areata. By consistently directing thousands of viewers to the National Alopecia Areata Foundation, they used their niche influence to normalize a widespread but often misunderstood condition and champion a message of self-love and acceptance.
Hayes Family Vlog Today
The Hayes Family Vlog remains frozen in time. The channel is still active, retaining its 125,000 subscribers and its catalog of 242 videos. Yet its creative engine has been silent since early 2022. The family’s subsequent digital retreat—deactivating or making private their Twitter, Facebook, and Patreon accounts—was a clear response to the controversy. Their story stands as a stark example of the fragility of an online brand. A project built on a foundation of positivity was ultimately dismantled by a narrative weaponized on a separate digital front, leaving behind an unfinished chapter and a powerful lesson on the brutal dynamics of modern creator culture.