For GRWM Cosmetics, the Only Question Is What’s Next?

With the rise of social media and online influencers, it is not really unusual when a beauty guru launches their own brand, especially a cosmetic line. In the US, there’s Jaclyn Cosmetics by Jaclyn Hill, ONE/SIZE by Patrick Starrr, Em Cosmetics by Michelle Phan, and the list goes on. Here in the Philippines, we’ve seen YouTubers collaborating with different brands before they finally put up a brand of their own. One of them is Filipina beauty content creator, Mae Layug who started her YouTube career in 2017.

As of today, she already gained more than 700,000.00 subscribers on this platform alone. Aside from makeup tutorials, she became known for providing brutally honest reviews on new products in the market.

Image by Mae Layug via Facebook

START-UP

Early last year, Mae launched GRWM Cosmetics with her initial product: GRWM Cosmetics Milk Tint. This multi-use makeup is not only a lip tint but an eyeshadow and a blush in one. Its unique formula is quite new to the growing Filipino-owned cosmetics brands here in the country and true to its claim, it is really blendable and very easy to use even for beginners. As you know, GRWM is a common online acronym that means “get ready with me”, and video content with this title often show how a personality does their makeup or even prepares their outfit for an occasion.

Image by GRWM Cosmetics via Facebook

BEAUTY ON YOUR OWN TERMS

Considerably new, GRWM Cosmetics has created a reputable brand image. Their slogan, “beauty on your own terms” is noticeable in every campaign that they do, where they feature models that do not conform to society’s standard of beauty. For the launch of their Aqua Tint, part of their campaign is Ira Marie Resurreccion, a freelance model with a skin condition

called vitiligo. Being an inclusive brand, they also promote their products to be used by men. After all, makeup is for everyone.

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With their recent launches, it is obvious that GRWM Cosmetics is not slowing down. The brand’s most recent launch is a setting powder called All About That Base Powder Rush. As expected, it’s getting great feedback online. Beauty influencers from TikTok and YouTube are also raving about it.