Behind Every Goal-Getter’s Beauty: The GRWM Cosmetics Tale
Once upon a time, there was a woman who dreamed of a world where beauty is personal and celebrates self-expression. As she sets her heart in achieving this ambition, she embarked on a journey with an 11-member team to build a beauty brand that values inclusivity and transparency. Established in May 2021, the once small indie brand created by Mae Layug grew and grew. GRWM now conquers the beauty industry, one milestone at a time. Here’s how GRWM Cosmetics empowers every goal-getter and connects with the community through the years.
The GRWM Evolution
At a media event held on August 13 at Vestido Studio, Makati City, GRWM Cosmetics’ Founder & CEO Mae Layug shared the brand’s story, from its humble beginnings to its glorious successes. Starting their beauty endeavors in the midst of an ongoing pandemic, the team faced quite a few setbacks and challenges. But with the strong desire to redefine the beauty standards in the country, they soldiered on, passionately braving the industry.
What started as a small team of 11 individuals has grown into a thriving company with over 100 employees, all dedicated to empowering Filipinos to embrace their uniqueness. In just three years, their initial six products expanded into a whopping 336 makeup products, each product created with the comfort of every Filipino in mind.
GRWM Cosmetics understands that each makeup journey is unique. This is why they offer a comprehensive product line with a wide array of formulas and shades. Catering to all undertones and skin tones, GRWM Cosmetics empowers individuals to experiment and find the perfect match. The brand believes that confidence and personal beauty are the keys to a successful makeup routine.
Beauty with a Purpose: GRWM’s CSR Initiatives
Beyond just creating exceptional beauty products, the brand is committed to making a meaningful impact in the community as well. A standout example is their collaboration with Pawssion Project. This collaboration raised 1.6 million pesos and has helped Pawssion Project build a new clinic and expand their welfare programs.
The brand’s dedication to community support was also evident when they donated 100% of their July 25 sales to the victims of Typhoon Carina. Such heartwarming acts from a beauty brand demonstrate that beauty is not just about looking good—it’s about doing good, too.
In addition to community outreach, GRWM Cosmetics believes in the power of inclusivity. The brand’s team is composed of various passionate individuals — some are coming from the LGBTQIA+ community, while others are people with disabilities (PWD), and senior citizens. By looking past differences and uniting people through a shared passion for beauty and self-expression, the brand finds its own strength.
The Ever Grateful Team
‘Behind The Beauty’ unveiled an exclusive behind-the-scenes journey of GRWM Cosmetics as it blossomed into a top local beauty brand.
In the coming months, Mae said that the team will continuously work on improving their products, especially their packaging. To thank the goal-getters for their support, there will be more good campaigns, great products, and excellent customer service ahead.
To the goal getters, I have no other words but thank you for always supporting [us] kasi Get Ready With Me Cosmetics wouldn’t be here without [you]. When somebody asks me, what’s the biggest contributing factor to GRWM’s success? Some people say, it’s your name. And I’m like, no, it’s not my name. It’s the community na nagdala kay Get Ready With Me Cosmetics rito.
CEO Mae Layug’s message to the goal-getters.
As GRWM Cosmetics continues to grow and evolve, its mission remains steadfast. The goal is to be the reliable friend that helps you get ready at life’s most memorable moments. With a future full of exciting possibilities, the brand looks forward to continuing its journey in trailblazing the makeup industry and making a positive impact on the community.
