“Get ready with me” videos trending in 2023 GRWM vlogs featuring famous influencers amass millions of views

By Jess Cruz Staff Writer

The internet’s new star Alix Earle has gained her growing platform through “get ready with me” (GRWM) videos. GRWM is becoming popular content once again. The GRWM acronym can be traced to the early 2010s, pertaining to vlogging content on social media that shows the creator getting ready for the day, showing viewers their typical mornings or nights routines, usually consisting of putting on skincare, makeup and an outfit and sharing their plans for the day. Similar styles of GRWM vlogging was popular among YouTube stars in the last decade. TikTok GRWM creators are just beginning to grow, and even partnering with exclusive brands that are subsequently featured in their videos.

Earle is a 22 year old Univ. of Miami student who gained nearly 3 million TikTok followers in the time between Thanksgiving 2022 and New Year’s Day. Insider.com reports that Earle is earning $70,000 per TikTok post despite her few weeks of popularity after skyrocketing on the app through GRWM content. Earle typically sits in her room and talks about her day’s plans while putting her makeup on screen, pausing to share the name of the makeup product before continuing her routine. Her conversations vary by TikTok, in some of her content she applies her makeup while insightfully sharing her experiences with personal matters like her acne history and anxiety.

Earle’s GRWM content has led Earle to partnering with popular brands like Amazon and Rare Beauty by Selena Gomez, which she now promotes. In mid-January, Tarte Cosmetics took Earle and several GRWM creators on a partner trip in Dubai. However, creators have also collaborated with smaller creators like Sophie Ayre (Fenty Beauty by Rhianna), and Darcy McQueeny (lululemon), both accumulating 4 million combined TikTok followers.

Earle has already cultivated major influence among teenage girls in the nation to be like her. Makeup stores such as Ulta and Sephora cannot keep up with their rapid sell out of prod- ucts due to Earle’s influence on beauty. Despite many of Earle’s products already being best sellers, thousands of TikTok posts by teenage girls admit to dedicating purchases because Alix Eare uses a product. Many users expressed that they wanted Earle to post her gifts because many wanted to purchase the products she got, #AlixEarleEffect and “Alix Christmas Haul” became trending tags on TikTok during Christmas. However, Earle explained she would not post her gifts as it may have come off as privileged or “distasteful”. Many describe GRWM posts like watching a friend talk- ing to you, however these posts are beyond just pure entertainment, as it is becoming a successful way to influence viewers with products through how pleasing or convenient a product can be. Brands are successfully promoting their products when partnering with creators. The revamp of GRWM content has proved to be a popular form of media, and is providing many TikTok users a sense of comfort through its friendly vlogging. GRWM content has also become a strategic and consumer approved manner of influencing products.