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February 3, 2023

The Power of Get Ready With Me (GRWM) Videos

Written by Megan Silverman, Intern, HJ-PR

Some of my favorite videos on TikTok, Instagram Reels and Youtube are Get Ready With Me videos (GRWM), but I am not the only one who loves them, and so do brands. In the world of influencer marketing and user-generated content, brands are finding ways to capitalize on the popularity of influencers to increase their sales while decreasing their marketing spending. Consumers love watching people review products, give their “expert” opinion and crave the power and knowledge they have when deciding to purchase a product.

TikTok, the short video social media app, has been overwhelmed with GRWM content from creators ranging from one hundred to six million followers. The videos typically take place in the morning or before influencers go out for the night, at their well-lit beauty counter and are composed of all the products they use. Creators will talk about what products they use for their makeup & hair, how they use them and where to purchase them. Consumers love watching influencers speak about products and how to use them because the reviews feel more personal and genuine. Brands love them because most GRWM videos are free marketing and have a large audience reach.  

Some influencers like Alix Earle, Lauren Loveless and Darcy McQueeny have found fame in posting GRWM videos. They started their content creation journey by posting videos of them doing their makeup and talking to the camera as if they were on facetime with their best friend. They are making thousands of dollars doing the same thing, getting invited to brand events with top-tier celebrities and flying around on private jets.

Alix Earle

Photo: Alix Earle’s Instagram

Alix Earle is a New Jersey native who is currently a senior at the University of Miami that has taken the internet by storm. Her rise to fame has resulted in over 5 million followers across Instagram and TikTok, and is constantly growing. She is most known for her get ready with me makeup videos, where she explains all of the products she uses for a night out in Miami. Her staple products(I have purchased all of them) include Drunk Elephant Sunshine drops, white eyeliner, NYX concealer as contour and Rare Beauty blush. She has recently attended Selena Gomez’s Rare Beauty event, Hailey Bieber’s Rhode Skincare event and even secured an invite to the Miley Cyrus and Dolly Parton New Year’s Eve show. 

Lauren Loveless

Photo: Lauren Loveless Instagram

Most known for her incredible use of the Dyson Airwrap hair dryer, Lauren Loveless is known for wearing bright colors, her gorgeous red hair and her huge closet. Her sponsorships include brands like Anthropologie, Free People, Drunk Elephant and Tarte Cosmetics. Her GRWM videos focus more on the products she uses, smooth transitions between steps and voluminous hair. 

Darcy McQueeny

Photo: Darcy McQueeny Instagram

The University of Alabama sorority girl from Chicago has gone viral for posting videos about her nighttime skincare routine, GRWM for everyday chores like going to a dentist appointment and posting her crazy Target hauls. She has worked with brands such as First Aid Beauty, L’Occitane and White Fox Boutique. Her approach to the GRWM video is talking about each product she uses, sharing what is going on in her life and relating to the average young adult trying to figure out life. 

These influencers are selling out their go-to products within minutes of posting GRWM videos and brands are working double-time to keep up with the demand. The beauty of the user-generated content era we live in is that any business can go viral from one 30-second GRWM video and dramatically increase its revenue in 2023.

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