In an industry where “purpose” has become one of the most overused marketing terms, consumers have also become increasingly skilled at telling the difference between advocacy and aesthetics. Audiences today no longer respond to brands that simply say they care. They look for consistency, transparency, and proof that values exist beyond campaign season.
For GRWM Cosmetics Founder, CEO, & President, Chief Product Officer Mae Layug, however, advocacy was never designed as an extension of the brand. It was already embedded in its foundation long before the brand became one of the country’s most recognizable local beauty brands.
As GRWM Cosmetics marks its fifth anniversary, the company positions itself not just as a beauty label shaped by virality and product innovation, but as a community-led brand built around inclusivity, emotional connection, and social impact.
“For me, it is a reflection of what happens when purpose meets persistence. Five years ago, GRWM started with a vision to create beauty that feels personal, inclusive, and empowering for every Filipino,” Mae told adobo Magazine.
Today, that vision has evolved into something larger than cosmetics. GRWM now operates at the intersection of beauty, identity, advocacy, and community, proving that cultural relevance and commercial growth are no longer separate conversations.
GRWM Cosmetics emerged during the height of the online “Get Ready With Me” movement — a format that transformed beauty content into a form of digital intimacy. But for Mae, the phrase carried a deeper meaning beyond tutorials and aesthetics. She believes that “Get Ready With Me” was never just about applying makeup; it was about showing up as your “most authentic self to the world.”
That philosophy eventually expanded into the brand’s broader identity. While many beauty companies focus primarily on aspiration, GRWM positioned itself around representation and belonging. Over time, the brand’s messaging evolved from beauty content into advocacy-driven storytelling.
“We became a platform for empowerment, self-expression, and advocacy. We use our voice to champion causes close to our heart, such as animal welfare and sustainability, because we believe getting ready is not only about how you look; it’s also about how you show up for the world around you.”
When advocacy becomes infrastructure
For Mae, advocacy was never introduced as a branding strategy after GRWM found success. It existed long before the company itself.
According to Mae, she was only five years old when she rescued her first cat. That experience taught her that even small acts of compassion can change a life. Over time, it became GRWM’s long-term direction. Instead of treating social impact as a side initiative, the company integrated it directly into its operations and identity.
“Supporting animal welfare and sustainability is embedded in our DNA because true beauty should uplift not just people, but the world and lives around us,” Mae said.
This philosophy is perhaps most visible in GRWM’s ongoing partnership with Pawssion Project, an organization dedicated to animal rescue and welfare.
In 2024, GRWM and its community raised PHP 1.6 million to support shelter-building initiatives for rescued animals. This year, the partnership expanded further through the launch of the “Face Card Palette of Pawsibilities” and the “Cleo Power Gloss,” with 100% of net proceeds allocated toward building a permanent sanctuary for rescued animals.
“Committing 100% of net proceeds reflects how strongly we believe in this mission. We wanted this collaboration to create something tangible and lasting.”
While advocacy-led campaigns often rely heavily on messaging, GRWM approached this collaboration through product design itself. The Palette of Pawsibilities and Cleo Power Gloss were intentionally created to embed the advocacy directly into the consumer experience rather than treating it as a separate narrative layered onto the campaign.
The products feature intricate dog and cat-inspired details, refined gold elements, and laser-printed Pawssion Project branding — subtle but permanent reminders of the partnership’s purpose.
“We wanted the partnership to feel visible, intentional, and collaborative,” she added, reflecting a growing shift in contemporary branding where consumers increasingly expect products themselves to carry emotional and cultural meaning, not just functional value.
Inclusivity as a growth driver
Beyond advocacy, GRWM Cosmetics’ broader business model also challenges long-standing assumptions about “mass appeal” within beauty marketing. Rather than designing products for a generalized mainstream audience, the company built its identity around underserved communities and nuanced representation.
Mae believes this is precisely what enabled the brand to scale.
“Consumers today, especially Gen Z and Gen Alpha, are looking beyond products. They want to support brands that align with their values and contribute meaningfully to the world.”
In this framework, inclusivity is not treated as a niche category or corporate obligation, and this mindset has become a strategic advantage. The brand’s success suggests that audiences are no longer looking for perfection or idealization from beauty companies. They are looking for recognition, alignment, and authenticity.
“Commercial success should never come at the expense of authenticity. When storytelling is honest and rooted in real purpose, it naturally connects,” Mae emphasized.
The future of beauty is values-led
As beauty branding becomes increasingly intertwined with culture, identity, and social consciousness, GRWM’s trajectory reflects where the industry may be headed next. For Mae, the future of beauty lies not only in innovation or aesthetics but in a brand’s ability to create meaningful impact beyond consumption.
“The future of beauty is no longer just about what a product does. It is about what a brand stands for, how it makes people feel, and the impact it creates.”
Looking ahead, GRWM plans to continue expanding as both a beauty platform and an advocacy-driven community — blending creativity, inclusivity, and measurable social impact into future campaigns. But beyond products, partnerships, and sales, Mae says the brand’s real legacy will ultimately be defined by the people who found themselves reflected in it.
“More than products, I hope we leave behind a culture of empowerment, compassion, and self-acceptance — a reminder that beauty is personal, and that every person deserves to feel seen, valued, and confident in their own unique story,” Mae concluded.
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