GRWM Cosmetics believes that beauty should not be defined by only one standard but should be inclusive to all skin types, color, gender and status.
Starting from its multi-use tints to its long-lasting concealer, the beauty brand has been setting its own name in the local beauty industry as a “perfect companion” to its beauty patrons offering “many options in terms of shade range, formulation, and more to the Filipino market.”
Get Ready With Me Cosmetics is the brainchild of its creator, Mae Layug. Prior to becoming an entrepreneur, this Filipina was a registered nurse both in the Philippines and the US. Mae was also a content creator focusing on women’s health and beauty. Being a content creator also helped her reach more people and share more about beauty and wellness through her platform that later on became helpful in her business.
“I find that there are still gaps in the Filipino beauty industry. That became one of my motivations to build a beauty brand with my team,” she told PhilSTAR L!fe.
With that goal, Mae gives life to a brand that inspires her fellow countrymen to have their own definition of beauty. Continue reading to know more about GRWM Cosmetics and why it is everyone's “perfect match.”
What’s the story behind the brand’s name?
Just as the meaning behind the abbreviation GRWM, Get Ready With Me Cosmetics wants to be part of your beauty journey as you get ready for the most important moments of your life. We are here with you from your prom to your graduation, to job interview and wedding, and everything in between.
How does your Filipino heritage/culture influence your brand values and identity?
As a Filipino brand, we always ensure that our customers get what they pay for and give them the best value for their money because we understand that although some may consider it a small amount, when it adds up, it still impacts the everyday lives and money of our consumers. We also research the Filipino beauty community and try to fill in what is missing in the market.
What do you think is the biggest challenge in cosmetics and how do you make sure your brand stands out from the rest?
One of the biggest challenges we encounter is convincing people when it comes to pricing and proving that not because we are a Filipino brand, we have to offer our products at the lowest price possible while expecting the product to perform like products with triple priced or more.
GRWM stands out and overcomes this challenge by including our consumers in every process, from product development to behind-the-scenes. This way, consumers are more open-minded and aware of the hard work, time, and effort that goes into every product.
Can you share with us some of the things that you take into consideration when creating new products?
First of all we ask ourselves, is the product on trend or is it here to stay? Because R&D for a product takes a long time, we have to make sure that if we pursue to develop this product, it is still relevant by the time we finish it and it’s what our consumers want. Second is making sure that the pricing we set is reasonable and beneficial for the brand and our loyal customers.
How do you want your customers to feel when they're wearing your products?
We want our customers to feel empowered, comfortable and ready to take on the day. The tagline of GRWM Cosmetics is "Beauty on your own terms" because we believe that beauty has no specific definition. After all, you are the one who sets your definition and standard on what makes you beautiful.