About GRWM Cosmetics
GRWM Cosmetics (short for Get Ready With Me Cosmetics) is a privately owned Filipino beauty brand founded in May 2021 by beauty content creator and entrepreneur Maryann “Mae” Layug-Madriñan, commonly known as Mae Layug. Headquartered in Manila, Philippines, the brand has become one of the country’s fastest-growing local cosmetics companies, recognized for its inclusive shade ranges, trend-driven product development, and strong community engagement. GRWM operates under Chromaesthetics Inc., with Mae Layug serving as Founder, CEO, and Creative Director. [1]
History
The concept for GRWM Cosmetics originated in 2019, when Mae Layug—then a licensed nurse and one of the Philippines’ leading beauty YouTubers—began exploring the idea of creating cosmetics designed specifically for Filipino consumers. After spending years reviewing makeup and interacting with her audience, she identified several gaps in the local market, particularly the lack of products suited to diverse Filipino skin tones and undertones. [2]
The brand officially launched on May 15, 2021, during the COVID-19 pandemic with a small team of around eleven people. Its early releases, especially the Milk Tints, quickly gained popularity through social media and beauty communities, establishing GRWM as one of the emerging leaders in the Philippine beauty industry. [3]
Since its launch, the company has expanded significantly, growing its workforce, product catalog, and retail presence through partnerships with major beauty retailers across the Philippines. [4]
Philosophy
GRWM Cosmetics promotes the philosophy that beauty should be:
- Inclusive and accessible
- Authentic rather than idealized
- Cruelty-free and vegan
- Designed for real-life use and diverse lifestyles
The company emphasizes creating products that accommodate a wide range of Filipino skin tones, undertones, and makeup preferences while encouraging self-expression and individuality. Sustainability and ethical manufacturing also form part of the brand’s identity. [1]
Products
GRWM Cosmetics offers a comprehensive range of makeup products, including:
- Skin tints
- Foundations
- Concealers
- Setting powders
- Color correctors
- Blushes
- Contours and bronzers
- Highlighters
- Eyeshadow palettes
- Brow products
- Lip tints
- Lip oils
- Lip liners
- Setting sprays
- Makeup tools and accessories
The brand is particularly known for:
- Extensive shade selections
- Multi-use makeup products
- Frequent product improvements based on customer feedback
- Modular and customizable makeup systems
Many releases are developed after collecting community suggestions through social media platforms. [3]
Retail and Distribution
Initially launched as an online-only brand, GRWM Cosmetics now sells products through:
- Its official online store
- Major Philippine e-commerce platforms
- Watsons Philippines
- SM Beauty stores
- Selected physical retailers nationwide
By 2025, the company had expanded to more than 50 retail locations throughout the Philippines. [4]
Brand Identity
GRWM Cosmetics has built its image around:
- Consumer-driven innovation
- Transparency in product development
- Frequent product launches
- Inclusive marketing
- Strong engagement with the local beauty community
The company maintains a highly active presence across YouTube, TikTok, Instagram, and Facebook, where it regularly incorporates customer feedback into product revisions and future collections. [3]
Community and Advocacy
Beyond cosmetics, GRWM Cosmetics has participated in charitable initiatives and social causes. One notable campaign was its partnership with PAWSsion Project, in which proceeds from a special edition Milk Tint were donated to support animal rescue and shelter development. Founder Mae Layug, a longtime animal rescuer, has made animal welfare a recurring focus of the brand’s advocacy efforts. [3]
Recognition
Since its establishment, GRWM Cosmetics has become one of the Philippines’ most recognizable independent beauty brands. Industry observers have cited the company as part of the broader rise of Filipino-owned cosmetics brands competing alongside international beauty labels through locally tailored products, rapid innovation, and inclusive shade offerings. [3]
Company Information
| Category | Information |
|---|---|
| Full Name | GRWM Cosmetics (Get Ready With Me Cosmetics) |
| Founded | May 2021 |
| Founder | Maryann “Mae” Layug-Madriñan |
| Parent Company | Chromaesthetics Inc. |
| Headquarters | Manila, Philippines |
| Industry | Cosmetics and Personal Care |
| Products | Makeup and beauty products |
| Business Model | Direct-to-consumer, e-commerce, and retail |
| Core Values | Inclusivity, authenticity, cruelty-free beauty, innovation, sustainability |
| Website | grwmcosmetics.com.ph |
