What Exactly is GRWM?
At its core, GRWM stands for 'Get Ready With Me'. [3, 5, 6] It's a video format where a creator documents their process of preparing for an event, a workday, or even just a casual outing. [3, 4] This can include everything from skincare and makeup routines
to choosing an outfit and styling their hair. [6] The trend originated on YouTube in the early 2010s as a way for beauty vloggers to offer tutorials and product reviews in a more personal, chatty format. [5, 7] Creators invite their audience into their personal space, sharing stories and tips while they get ready, creating a sense of intimacy and authenticity that traditional advertising often lacks. [7]
The Trend's Indian Makeover
In India, the GRWM trend has taken on a unique and vibrant flavour. Influencers have adapted the format to resonate with local culture, leading to a surge in 'Festive GRWMs' for Diwali, 'Wedding Guest GRWMs' for the shaadi season, and even specific 'Sari Draping' tutorials. [9, 10, 13] This localisation has been crucial to its success, making the content highly relatable. Indian creators, from macro-influencers like Komal Pandey and Aashna Shroff to a growing army of regional and micro-influencers, use these videos to connect with audiences in their own languages and cultural contexts. [9, 12, 16] This has proven especially powerful in reaching Tier-2 and Tier-3 cities, where consumers increasingly seek content that reflects their own lives. [16, 22]
From Content to Commerce
This is where GRWM transitions from a simple hashtag into a powerful entry in India's shopping dictionary. The format is a natural goldmine for brands. [20] As an influencer tries a new foundation, raves about a particular serum, or shows off a new kurta set, they are essentially providing a live, seemingly unbiased review. This creator-led commerce is reshaping how Indians shop. [24, 25] E-commerce giants like Flipkart and Myntra have leaned heavily into this trend, building ecosystems where creator content directly drives sales. [24, 25] According to a recent report, creator-influenced spending is already a massive force, with shopping-related watch time on platforms like YouTube soaring. [25]
The Psychology of the Soft Sell
Why is GRWM so effective at making us want to shop? It boils down to trust and relatability. Unlike a polished TV commercial, a GRWM video feels like getting advice from a friend. [7, 20] The creator isn’t just a model; they are a person with a story, and the products are seamlessly integrated into their personal routine. [20] This builds a level of credibility that is hard to replicate. [9] For many viewers, particularly Gen Z, these influencers have become their go-to personal shoppers. [25] A report by Bain & Company notes that India now has the world's second-largest online shopper base, with growth increasingly coming from smaller cities where authentic, peer-like recommendations carry significant weight. [23]
Brands Are Listening and Learning
Indian and international brands have taken notice, shifting significant marketing budgets towards influencer-led campaigns. [16, 21] Beauty brands like Mamaearth and Lenskart, and fashion platforms like Myntra, actively collaborate with creators for GRWM content. [21, 25] These partnerships range from sending products for review to commissioning dedicated videos. The strategy allows brands to tap into niche communities and gain credibility almost instantly. [16] Even global luxury brands entering the Indian market, such as Fenty Beauty and Charlotte Tilbury, have used partnerships with local influencers and e-commerce platforms like Nykaa as a core part of their entry strategy, recognising the power of these authentic connections. [9, 26]
