Social media is constantly evolving, and some videos, audios, and challenges go viral overnight. Some trends stick around for the long run or become users’ go-tos, while others blow up and vanish in a week. Trends move so quickly that it’s nearly impossible to predict, but while they’re in the spotlight, we can examine how they got there and why we love them. Let’s take a look behind our next trend, GRWM.
GRWM stands for “get ready with me,” and it involves creators filming their getting-ready process. It is most prominent in beauty and fashion verticals. What are they getting ready for? Anything! Creators can be getting ready for their day, an event, an activity, or even breaking up with their boyfriend. In GRWM content, creators do their skincare, put on makeup, choose an outfit, and some creators perform their entire morning routine starting from when they wake up.
The trend also evolved into getting unready with me, where they take off their makeup and present their nighttime routines. If you’ve scrolled on any short-form video platform, chances are you’ve seen one of these videos, especially since GRWM videos have become a TikTok staple. So let’s dive into why this trend has blown up so massively.
The GRWM Explosion
GRWM began gradually gaining popularity in 2019 and 2020 due to TikTok, gaining more considerable traction in January 2022 and reaching its highest peak in February 2023. At the time of publication, #GRWM on TikTok has 106.4 billion views and counting, #grwmaesthetic has 327.8 million, and #getunreadywithme has 965.8 million. On Instagram, there are 2.1 million #GRWM posts. 
Despite its recent blowup, the concept of a get ready with me video is not entirely new. Videos of creators getting ready on camera have been around since the early days of vloggers, makeup artists, and other creators on YouTube. The get ready with me content concept is believed to be started and popularized by Shaaanxo on YouTube in 2011.
However, these early versions of the trend in the 2010s focused more on displaying the creator’s skills, such as makeup or fashion expertise, or very polished getting-ready routines. What distinguishes today’s GRWM trend is the storytelling during the process.
Present-day GRWMs are not solely about getting ready, or the end look; they’re about what the creator has to say or offer during their process. This is what has audiences captivated by the trend. The content is snackable and often casual, intimate, or confessional, fitting in perfectly with what modern social media users search for–authenticity!
Get Ready and Get Personal
Users often describe GRWM videos as feeling like they’re on a Facetime call with a friend, and we believe this is one of the top reasons why people have become entranced with GRWM videos.
GRWM videos can be oddly comforting, and the intimacy of sharing personal stories while getting ready builds trust between creators and their followers. Creators share stories about their breakups, their family and friends, and funny or frustrating things that happened to them—the story options are endless. The stories can range from light and comedic themes to highly confessional information.
According to Dazed Digital, Dr. Melanie Kennedy, a media and communications lecturer specializing in femininity in popular culture, believes GRWM videos are “the digital evolution of ‘girls’ bedroom culture,’” meaning that it is a new space for women to share personal stories with their friends, but on a much larger and public scale.
@sarah.lupica #foryoupage #foryou #viral #fypシ #QuakerPregrain #fypp #fyp ♬ original sound – sarah lupica
In comment sections, audiences laugh with or empathize with the creator and share their own stories, fostering a sense of community.
The second reason why we believe people love GRWM videos is because they offer a more authentic look at creators. In a GRWM or GURWM video, the creator will either begin or end their video in their natural and unfiltered state, providing viewers with a relatable view of an unmade face and a breath of fresh air away from the typical highly polished content of social media.
@maybebothstyles Because you can love your makeup and love your face without it, too. @Neutrogena Night Calming Makeup Remover @Dieux Deliverance Serum (gifted) @Tatcha Indigo Overnight Repair + Kissu Lip Mask @Clarins USA Total Eye Lift (gifted) #getunreadywithme #lovetheskinyourein #youaremorethanabody #datinglife #howtoloveyourself #riseabove #relationshiptiktok #skincareroutine ♬ original sound – Anna Kai
Dr. Rachel Larrain Montoni, a psychologist specializing in women’s mental health, shared with Today, “There is something connecting about [GRWM videos], something relatable about them, that we don’t necessarily find or get or receive in other parts of social media. When somebody is putting their makeup on or getting their outfit together and getting ready, it creates or fosters an intimacy that doesn’t necessarily exist if you’re looking at somebody who is already made-up.”
Lastly, when a GRWM video is more routine-based, they not only inspire people to incorporate new activities into their routines, but they satisfy people’s curiosity about how others live and, oddly enough, give people their own sense of accomplishment. Sophia Choukas-Bradley, a clinical psychologist at the University of Pittsburgh, told The Washington Post, “Watching videos of others accomplishing things is rewarding to our brains.”
On the other hand, every trend has its skeptics. Criticisms of the trend include the fact that morning routines can be exaggerated and unattainable, and that confessional GRWMs involve a bizarre and unhealthy amount of over-sharing. However, we believe that if a creator has found an audience to relate to, the way to counter criticism is to continue sharing their authentic selves with audiences, as many have found comfort in the trend.
GRWM and Brands
GRWM provides a plethora of opportunities for brands to jump in. While a vast majority of the content is found in beauty and fashion verticals, GRWM has made its way into numerous niches across TikTok and other social platforms, making it possible for other verticals to find ways to seamlessly fit into the trend.
What are some ways any vertical can take part in the trend? Have the creator snack on your product during their getting ready process. Have your product inspire their makeup look. Have your creator incorporate your product into their morning or nighttime routine. With creativity, the options can be endless. Keep these tips in mind when jumping in:
- Create out-of-the-box concepts. There is no need to stick to a traditional GRWM format. Play around with different concepts such as “inspired-by” looks, or having a creator get ready for a pop-up event you are hosting.
- Find a creator who fits your niche. Creators in different niches, with different interests, and different audiences, will have different morning routines. Think of a mom who will need to pack specific items in her diaper bag as a part of her routine. Or think of an athlete who may want to share helpful tips and products.
- Let the creator do the talking. While leading the conversation and offering guidance in your campaign is a must, creators know their audience best and will know what topics or tone will intrigue their audiences. The topic of conversation does not necessarily need to fully revolve around your product (or be highly confessional on the creator’s part, either). Let creators weave it in seamlessly into their natural conversation.
Get inspired by these brands that are already in on the trend:
Arm & Hammer toothpaste with a nighttime routine:
@sierra.honeycutt Do you have a good night time routine?! 😴 #ad @armandhammertoothpaste keeps me feeling fresh + ready for a good night’s sleep! #armandhammertoothpaste #nighttimeroutine #momof2nightroutine #momgetunreadywithme #getunreadywithme #dentalhygiene ♬ A Good Life – Versnaeyen, Anne-Sophie
Macy’s with an office outfit GRWM:
View this post on Instagram
Uber Eats with a get unready with me:
@raekanoa #ubereatspartner get unready with me & #ubereats! This korean fried chicken was actually insane. @uber #uberone ♬ original sound – Rae Kanoa
Poptarts with an inspired GRWM makeup look:
@michaila.cothran #ad GRWM in the ‘90s with my favorite Frosted Grape @poptarts, now officially BACK ! 🍇 #y2grape #poptarts #crazygood ♬ Sunroof – Nicky Youre & dazy
Hopping on trends is essential for brands to stay relevant and create engaging content, making GRWM the perfect trend for brands to try out—especially since it has become a TikTok staple and continues to grow. Reach out to Open Influence today to discover how you can jump into the latest social media trends.
