WHEN content creator and beauty enthusiast Mae Layug first conceptualized GRWM Cosmetics, she knew she wanted to create products that suited her morena skin tone. What she didn’t anticipate was that, in just three years, she would build a local beauty brand celebrated not only for its wide range of products catering to diverse skin tones, ages, and genders but also for championing special causes.
“To be honest, I didn’t expect it to grow this big. I expected that we would really work hard for it — as they would say, ‘to hit the stars.’ But I never expected it to blow up like this,” Layug shared in an interview with The Manila Times on the sidelines of her brand’s event, ‘Behind the Beauty.’
GRWM is one of today’s most popular beauty brands, offering everything one would need to ‘get ready’ — from makeup bases, foundations, brushes, and eye, lip, and cheek makeup to fixing sprays and sunscreens.
What really sets the brand apart is its commitment to inclusivity.
Despite its success online — with nearly 500,000 followers across various platforms — and offline, some might be surprised to learn that GRWM’s story, closely tied to Layug’s personal journey, almost didn’t happen.
“I did not grow up with privilege. I grew up poor so I know the struggle. My parents’ dream was for me to be a nurse and go the US, live the American dream,” she recalled.
The dutiful daughter followed her parents’ wishes and pursued nursing.
“I came to love nursing, I genuinely loved it. That’s where I really developed my empathy and character,” she said adding that after obtaining her diploma and license, she worked as a cardiovascular nurse in a hospital.
But deep down, Layug knew she wanted more. So, instead of pursuing her path to nursing overseas, she followed her passion for beauty.
“I found my love for makeup again through content creation,” she shared.
Layug became a beauty content creator in 2016 and built a following by sharing her love for makeup. While she enjoyed the process, by 2019, she was ready for more.
“I was able to save up with that career but then I thought, what’s next for me? I can’t be a content creator forever. I asked myself, ‘What’s something you do that has a purpose and can help not only you but other people too?’ That became my guiding principle.”
The young Layug did not have to look far; she only needed to tap into her personal experience. She stated that it was in 2019 that she began conceptualizing the idea for the brand.
“At that time, I can’t find a shade match for me so I have to buy from international brands and usually it’s always a shade or two lighter than my actual skin tone. I thought, if I’m going to launch a brand, inclusivity would be one of our core values.”
The gap in the market for shades that cater to tan-skinned Filipinas, became Layug’s focus.
GRWM was launched in 2021 with multi-use stains and lip tints, products safe enough to gain consumers’ trust.
But what really set the brand apart was its commitment to inclusivity. GRWM was the first local brand to offer 12 shades of base makeup. Layug took pride it saying that the move shocked the industry, because at that time, GRWM was merely a six-month-old brand.
“Filipinos deserve to find a shade that matches their skin tone and undertones. We are a diverse people, and our makeup should reflect that.”
GRWM’s shade range has continued to expand, with over 20 foundation shades, ensuring no one is left out.
Addressing barrier in the beauty industry, GRWM is also one of the local brands that champions the use of makeup among men.
“For us, makeup can be used by everyone. There’s a stigma that men can’t wear makeup but we don’t believe that. If you’re a man and you want to groom yourself and look good for an interview, why not use a concealer or a makeup base? We want to say, it’s fine, no one’s gonna judge you.”
Asking what she thinks is her recipe for success — GRWM Cosmetics expanded from a small team of 11 to over 100 employees in just three years — Layug zoomed in on the brand’s consumer-first approach.
“We are a community-centered brand. We really try to find out what our community needs and wants. They don’t just buy our products for the sake of beauty; they support the brand’s story and values, like our advocacy for animal welfare. What I noticed with consumers today is they have that mindset that the brands they support should alighn with their values,” she explained.
Layug emphasized that transparency with donations and support for various causes is key to building trust and loyalty with their customers.
One notable instance is GRWM’s partnership with Pawssion Project. As part of this collaboration, GRWM launched the “Pomelo” shade from the Milk Tint collection, with 100-percent of sales donated to support animal rescue and rehabilitation efforts. The initiative raised P1.6 million, paving the way for Pawssion Project to start building a brand-new clinic, broaden their compassionate care services, and reinforce their commitment to numerous animal welfare programs. GRWM also has ongoing community support efforts, including the donation of 100-percent of July 25 offline sales to Typhoon Carina victims.
Now, as GRWM looks to the future, Layug has her sights set on global expansion.
“We’re aiming to be available internationally, and we’re working on a website to ship globally. The demand is there — a lot of Filipinos and even foreigners who saw the brand on social media want to try the products. They are surprised that at this price point, we can offer this quality,” Layug finally noted.
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