TIKTOK EXPERT ADVICE
How can beauty get involved? EXPERT ADVICE
#grwm:
Antonia Baildam, Beauty Brand Partnerships Manager, UK at TikTok, explains the surging popularity of ‘get ready with me’ content
While mostly built around fashion choices, with cosmetics and personal care such an integral part of influencers’ morning routines, #grwm seems an obvious opportunity for beauty brands. As #grwm evolves, Antonia Baildam, Beauty Brand Partnerships Manager, UK at TikTok, explains how beauty players can make the most of the phenomenon.
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What is a #grwm video and how popular are they on TikTok? A #grwm video showcases a creator connecting with their audience by taking them through their personal care, beauty and fashion routines to show step-by- step how they create their unique looks using the hashtag #grwm (83.5 billion views). To get a sense of how popular #grwm content is on TikTok, you only need to look at the views for hashtags such as #grwmaesthetic generating 245.6 million views and #grwmmakeuproutine reaching 32.6 million views.
Who are the best known content creators for #grwm videos? Some of the best known creators taking part in this trend are @violetezedimora (445.4K followers), @timdessaint (2.2 million followers) and @imdanielsimmons (1.5 million followers), who use the hashtag #grwm to share daily outfit inspiration with our community. Violet has been wowing our community with her high-end #grwm looks, whether that’s channelling catwalk fashion into everyday looks, putting together the best vacation outfits or showing us exactly how to style an all black look. On the other hand, Tim and Daniel’s #grwm content taps into what’s already in your wardrobe and how to make the most of more well-known high street brands.
What really appeals about this type of content is the sheer variety of outfits,
cosmeticsbusiness.com
et ready with me, or #grwm content is more popular on TikTok than ever.
Antonia Baildam, Beauty Brand Partnerships Manager, UK, TikTok Antonia Baildam manages Brand Partnerships for TikTok in the UK, where she oversees the direction and growth of the UK Beauty vertical
www.tiktok.com
As a result, there is also a huge opportunity for brands who want to weave in the story of their brand via a #grwm voiceover, whilst visually demonstrating the efficacy of the product. Rare Beauty often features #grwm content from its founder Selena Gomez and is a great example of a brand tapping into #grwm content with creators who can speak to existing communities in an authentic way.
occasions and styles they can talk to. This translates to the beauty and make-up community too, with @abbyroberts (16.8 million followers), one of our biggest TikTok stars, posting regular videos showcasing her beauty and make-up routine with her followers.
What do the most successful #grwm videos have in common? On TikTok, the most successful #grwm videos are creator-led, and have in common a hook, or a purpose to their creation. For example, ‘get ready with me to go on a first date’, or ‘get ready with me to go to catch a flight’ videos are increasingly popular. By having a distinct storytelling aspect, the audience is incentivised to watch until the end to see the final look, and can also take inspiration for their own occasions.
How can beauty brands tap into the trend?
#grwm content is an important trend in the beauty space as it allows creators to connect directly with their audience and build a personal connection to their community. #grwm content tends to
incorporate storytelling, where we see creators take their audience on a journey whilst performing their skin, make-up and hair care routine.
How do you see #grwm evolving?
US based creator, Alix Earle (@alixearle), who joined TikTok in late 2022 and now boasts over 4.8 million followers, has been a big driver of the #grwm trend. Alix is constantly evolving the trend, recently into ‘get unready with me’ (#getunreadywithme, 736.8 million views) where she shows how she removes her make-up, taking her audience on a full journey of her night out. By offering an unfiltered look into her US college student lifestyle, and creating multiple pieces of #grwm content at each opportunity, Alix has built a hyper-engaged community who feel they have a personal connection with her.
In addition to this, we are seeing the evolution of the #grwm trend based on
incorporating humour and satire, for example ‘GRWM for a trip I don’t want to go on’, which sees more tongue-in-cheek
approaches to the trend. We expect to see #grwm evolving with brands getting more involved in the content, working with creators to connect with the TikTok community in authentic ways, and showcasing their products being styled and tested in new and interesting ways
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