The rise of GRWM

sonia From vanity to variety

Used to be glam, a beauty quick show, Now GRWM helps real connections grow.

Jul 9

sonia True crime and mascara

sonia Text overlays and trending audio allow creators to communicate without speaking.

sonia Creators use their makeup routines as a backdrop for dramatic personal stories.

BETA

sonia Swipe through trending looks to discover how GRWM videos went viral.

Fun Fact

Makeup and murder: The 'Murder, Mystery & Makeup' genre started in 2019 and has amassed over one billion views.

Gossip

Would you listen to a podcast while doing makeup?

Quiz

Which platform popularized the specific mashup of true crime storytelling and beauty routines?

sonia The silent GRWM

Quiz

What is the primary appeal of a 'silent' GRWM video to a global audience?

sonia The storytime confessional

Quiz

What TikTok feature, launched in late 2020, helped silent GRWM creators narrate their videos?

sonia Activists at the vanity

Quiz

How did some creators bypass social media algorithm suppression during political protests in 2020?

Quiz

Which makeup step is often humorously synchronized with a dramatic story reveal in a GRWM?

Quiz

Which creator pioneered the 'Murder, Mystery & Makeup' genre on YouTube in 2019?

Quiz

What narrative technique is used in 'storytime' GRWMs to keep viewers hooked until the makeup is finished?

Quiz

What kind of topics did TikTok creators discuss in 'activist GRWMs' to raise global awareness?