Why Every Fashion Brand Wants GRWM Content
GRWM content is dominating fashion feeds for a reason. Learn why it performs so well, what makes it feel authentic, and how fashion brands can use GRWM-style UGC to drive sales and scale ads.
Let’s be real, attention is the new currency. And when you’re a brand fighting for eyeballs in a scroll-happy world, the GRWM content is pure gold.
What Even is GRWM and Why It’s Blowing Up GRWM stands for Get Ready With Me. It is a popular social media hashtag and trend in Australia and in the world that involves posting a video or series of photos under beauty and fashion showing the process of getting ready for an event or activity.
Now they span everything from morning routines to workout prep, date night get-ups, and even packing for a holiday. It’s personal. It’s relatable. It feels like FaceTiming a mate.
For brands, that authenticity is priceless. GRWM content is about storytelling through experience, your product becomes a natural part of the creator's day, not a salesy pitch.
How is GRWM Filmed? Creating a GRWM video is a fun way to show your audience your beauty routine and style choices. Check out our Creator Jade, on how she does her GRWM UGC Videos.
Why GRWM Works So Well for Brands
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High Engagement from the First Frame The magic of GRWM is the hook. Whether it’s "Get ready with me for a first date..." or "Here’s my chaotic 5-minute mum routine," these intros are irresistible. They draw people in, and your product rides that engagement wave.
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Perfect for UGC At Creator Flow, Australia's #1 UGC platform for brands and creators, we see time and time again how GRWM content becomes top-performing UGC. It’s natural, non-invasive, and built for short-form platforms like Reels and TikTok.
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Emotional Connection People love seeing others in their element. When a creator uses your product as part of their everyday routine, it builds trust. It doesn't feel like an ad, it feels like a recommendation from a friend.
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Ideal for Fashion, Beauty, Skincare & Lifestyle Brands GRWM content is made for industries that thrive on visual storytelling. Want to show how smooth your skincare glides on? Or how your outfit transitions from day to night? GRWM nails it.
Tips for Brands Using GRWM-Style UGC Focus on the routine, not the hard sell. Let creators show how your product fits seamlessly into their day. Pick creators who align with your audience. Authenticity is everything. Keep it real. Leave the overly polished ads behind. Viewers connect more with lo-fi, personality-driven content.
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