What is GRWM?
Also called get ready with me, #GRWM.
GRWM stands for get ready with me: a video in which someone talks to the camera while getting ready, doing make-up or hair or getting dressed, often chatting about their day or a topic at the same time.
Why it matters
GRWM videos feel like a friend talking to you, so viewers tend to stay longer and get to know the person on screen. For businesses, the format is a natural way to show products being used and to put a face to the brand.
Example
The owner of a small skincare brand films a morning GRWM: cleanser, serum, the brand's new SPF, then tinted lip balm, while talking about why she started the business. Each product is named on screen and in the caption.
How businesses use GRWM
GRWM isn't only for beauty brands. Any routine you go through before work can become one.
- Beauty and hair: a stylist gets a client ready for a wedding, explaining each step.
- Fashion: "GRWM for a job interview" using pieces from your shop.
- Hospitality: "Get the café ready with me" as the team opens up before 7 a.m.
- Services: a florist gets ready for a market day, packing buckets and setting up the stall.
- Talking points: answer a common customer question while you get ready, so the video teaches as well as shows.
Tips, and when not to use it
Keep the talking natural and the edit simple. Say what each product is as you use it, and put names and prices in the caption so viewers don't have to ask. Videos that tell a small story, such as a nervous first day or a big event, keep people watching.
If you are paid or gifted products by another brand, say so clearly; advertising rules in many countries require it. And skip GRWM if no one on your team is comfortable talking on camera. A stiff GRWM does less than a simple product video.
A simple GRWM plan
You don't need a script, just a rough order.
- Open with the occasion in the first second: "Get ready with me for our shop's first Christmas market."
- Film each step as a short clip, so you can cut the slow parts.
- Talk about one thing as you go: a story, a tip or an answer to a customer question.
- End with the finished look or the open door, and one line on where to find you or the products.
Common questions
What does GRWM mean on TikTok and Instagram?
Get ready with me. It's a video where the creator gets ready, usually for a specific event, while talking to the viewer.
How long should a GRWM video be?
Many are under a minute and sped up, but longer, chattier versions also work, especially on YouTube. Match the length to how much you have to say.
Do I have to show my face in a GRWM video?
Most GRWM videos do, because the chat is the appeal. If you'd rather not, a hands-only version or a voice-over of getting the shop ready can still work.