The #GRWM Craze

As most college girls know, the getting ready process is twice the fun of going out most of the time. The trending TikTok sound, “How I love being a woman,” features a snapshot of the getting ready process — typically a cosmetic-filled vanity — which holds true. Nothing beats sitting in your robe at your desk with a concealer tube in one hand and your favorite song blasting in the background as your roommate rummages through your closet looking for a crop top.  

TikTok’s current #GRWM trend brings us into the getting ready process in an intimate and entertaining way. These videos are short and typically feature women getting ready for anything, ranging from a night out to class. 

The hashtag #GRWM on TikTok has amassed more than 70.0 billion views, and it’s easy to get lost in the amusing content. #GRWM videos are hyper-personal and comforting. They force us to embrace the mundane parts of our life, such as getting ready. In the videos, the person can be seen doing their makeup while giving everything from life advice to beauty recommendations. TikTok creator Carly Weinstein sits at her vanity applying her Rare Beauty blush as she talks about her journey with anxiety. “Anxiety medication gave me room to focus and do the things in life that I enjoy and am passionate about,” she says as she finishes her winged liner. Influencers like Weinstein and some of our other favorites, such as halleykate and monetmcmicheal, make social media more casual and strip away a standard of perfection. These videos also appeal to the inner nosiness within us.  

Beyond the entertainment factor, influencers are impacting consumer behavior and beauty industry sales like never before. Most known for her current chokehold on the beauty industry is University of Miami student Alix Earle. This craze, along with her relatable personality, has been dubbed as the “Alix Earle Effect.” 

Experts at influencer marketing company Ubiquitous found that just one of Earle's videos can cause searches for a product to skyrocket by 100% on Google Trends, according to data shared by Fox News Digital. Ubiquitous researched every product in Earle's makeup routine along with other items from her Amazon recommendations, her hair routine, eyelash routine and brand deals. They found that of the 33 items surveyed, 10 of them are now sold out, and a majority of the remaining products were sold out sometime after they were featured in one of Earle's videos. 

The personable nature of #GRWM videos create a sense of trust between the influencer and the viewer. There is an increased likelihood of purchasing a recommended product when it feels like it’s coming from a friend. Watching a #GRWM video is like FaceTiming a cooler big sister as she walks you through her routine. Who knows where the TikTok community will go next? For now, it seems like #GRWM videos are here to stay, and we’re not mad about it.