GRWM Cosmetics, a renowned local beauty brand known for empowering goal-getters to embrace their unique beauty, recently hosted an exclusive Afternoon Tea Party to honor its media partners. The event, aptly named "Behind the Beauty," served as a heartfelt gesture to express gratitude to the media for their unwavering support and dedication in sharing the brand’s journey and vision.
The Behind the Beauty event was not only a celebration of collaboration and friendship but also a recognition of the pivotal role that media plays in shaping the beauty industry. Media guests were treated to an immersive experience, highlighting GRWM Cosmetics’ inspiring journey from its humble beginnings to its rise as a leading name in the Philippine beauty industry.
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At my first GRWM event, listening to CEO Mae Layug on the brand's story
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| Photo with GRWM's CEO Mae Layug. Also with co-Bloggers Ava and Martha |
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| Seatmates with my blogger bff Ava |
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| Mae Layug's 2.15 Coffee business was also at the event! |
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| Enjoyed the pretty foods during the event |
A Look Behind GRWM Cosmetics' Success
The event delved into GRWM’s remarkable growth story, starting with its founding by Chromaesthetics Inc. in 2021 during the challenging times of the COVID-19 pandemic. From a small team of 11 to now over 100 dedicated employees, GRWM has quickly become a trailblazer in the Filipino beauty space, known for championing ‘F-Beauty’—a term that emphasizes inclusivity and diversity in beauty products tailored to the Filipino market.
Mae Layug, the popular beauty content creator and founder of GRWM Cosmetics, took the spotlight during the event. She shared the brand’s inspiring journey, highlighting GRWM's commitment to meeting diverse beauty needs while staying true to its mission of redefining beauty standards in the Philippines.
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| I admire this girl boss so much! |
Showcasing Product Innovation and Commitment to Diversity
One of the key highlights of the event was the introduction of GRWM's latest product offerings, including the highly-anticipated Milk Tint collection. Available in 20 versatile shades, this collection exemplifies GRWM’s dedication to creating inclusive beauty products that cater to all skin tones. Guests were given the opportunity to explore GRWM’s wide range of beauty products, each designed to empower individuals to embrace their unique beauty confidently.
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| Discovered GRWM's wide range of quality makeup products! |
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| We also got to take home our own GRWM makeup kits! |
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| Currently in love with their Matte Life Proof Fixing Spray, Tinted Lip Glaze, and Glam & Go Blush Sticks! |
GRWM’s Commitment to Social Responsibility
In addition to product innovation, GRWM Cosmetics also emphasized its commitment to social responsibility. The event highlighted GRWM’s partnership with Pawssion Project, an animal rescue and rehabilitation organization. As part of this collaboration, GRWM introduced the Pomelo shade from the Milk Tint collection, with 100% of its sales going toward supporting Pawssion Project’s initiatives. This effort raised an impressive 1.6 million pesos, enabling the organization to expand its compassionate care services and build a new clinic.
GRWM’s social impact doesn’t stop there. During the event, the brand also shared its efforts in supporting the community, including the donation of 100% of their offline sales on July 25th to victims of Typhoon Carina, further cementing GRWM’s commitment to making a positive difference beyond the beauty world.
A Day of Connection, Inspiration, and Exciting Glimpses of the Future
The Behind the Beauty event was an inspiring day filled with learning, connection, and celebration. Media guests engaged in dynamic sessions with the GRWM team, exchanged creative ideas, and were given exclusive previews of the brand’s upcoming endeavors. GRWM Cosmetics took this opportunity to reflect on the past three years of successful media partnerships that have helped spread their message of inclusivity, innovation, and empowerment.
GRWM Cosmetics is eager to continue collaborating with the media to spread its vision of beauty that goes beyond skin-deep. As the brand continues to grow, it remains committed to fostering strong partnerships that celebrate beauty in all its forms.
More photos during the event! Special thanks to the event photographer JM Gonzales for these snaps!
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| With Kate and Kaycee |
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| Unboxing our GRWM makeup products! |
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| With Martha, Ava, and Kaycee |
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| Congrats GRWM team! |
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