Seller Origins: How Mae Layug found success and built a community with GRWM Cosmetics

YouTube content creator and CEO of local beauty brand Get Ready With Me Cosmetics (GRWM Cosmetics) has one goal in mind and that is to build a community where beauty is not imprisoned to one definition but inclusive to all skin types, color, gender and status.

GRWM Cosmetics sells different beauty products ranging from multi-use make-up tints, powders and concealers. Part of its identity is to deliver products that are cruelty-free and vegan.

Source: @grwmcosmetics on instagram

TAKING THE BOLD STEPS

It is a passion turned to profit talaga, pero bago ako umabot sa profit, katakot takot na butas ng karayom 'yung dinaanan ko," shares Mae Layug.

(It is a passion turned into a profit, but before it gained profit, I had to go through so much pin holes)

Layug’s feat in making this dream happen is not simple nor is it easy. During documentation and government approval, licenses, collaboration, and other things, she felt anxious every time and yet very excited knowing that after all these hardships, she will finally achieve her dream of having her own makeup brand.

POWERING THROUGH THE PANDEMIC

After launching her brand, the health crisis around the world took place, it was then that she had to fight to stay in the business. She had to transition from an offline brand to an online one.

As one of the biggest and trusted online selling platforms in the Philippines, Layug trusted her brainchild with Lazada. When asked why she thinks people should also sell their products in Lazada—

"We decided to sell online to avoid paying rent, huge commission fees, etc. And one of the biggest online selling platforms that we know is Lazada. So, we signed up and started selling on LazMall," shares Layug.

With Lazada, malaking tulong siya kase like we were able to tap more people. Mas marami pa ang nakakapag-try nung product, so 'yun talaga ang isa sa pinakamalaking help ng Lazada sa GRWM Cosmetics," shares Layug.

(With Lazada, they are really big help because we were able to tap more people. There are more people who are able to try our product, so that is one of the biggest helps of Lazada to GRWM Cosmetics.)

Layug shares that as a registered company, their onboarding process with LazMall was smooth and easy, thanks to Lazada's key account managers, who assist sellers and customers with their needs. 

"Isa rin talaga sa feedback na nakukuha ko, kapag bumibili sa Lazada, naging tagline siya ng Lazada, is 'yung "Legit sa Lazada" or nasa LazMall. So, if people find GRWM Cosmetics in LazMall, people know that it is a registered brand. They know it is authentic, they know that it is a legit brand and the products are safe and registered. And also, fast shipping. As a customer kasi, I live in Cavite and probinsya siya pero ang bilis talaga ng shipping. So, kung ganun 'yung service na nararanasan ko as a consumer, alam kong ganun din ang matatanggap na service ng customers ko as a seller," adds Layug.

(One of the feedbacks I receive when buying at Lazada is that it is like their tagline "Legit in Lazada" or LazMall. So, if people find GRWM Cosmetics in LazMall, people know that it is a registered brand. They know it is authentic, they know that it is a legit brand and the products are safe and registered. And also, fast shipping. As a customer who lives in Cavite, it is provincial but the shipping is fast. So, if the service I receive is satisfactory, I know that the services that my customers will receive are the same.)

Source: @maelayug on Twitter

BUILDING AND GROWING A COMMUNITY

With the help of Lazada, GRWM gained more customers because of the reach and exposure it was getting. 

Layug's desire was for her brand not just to sell makeup, but become a community that listens to its consumers and offers the best value for their money – and she was able to build it. She shares that what sets her brand apart is that it really listens to its consumers. The brand takes note of every comment, suggestion, and customer idea so that they can improve their products and services, while sticking to their brand identity of being inclusive, cruelty-free and vegan.

"We wanna break is 'yung idea na makeup is for women only. Actually, in our campaigns, we have a male model to represent the brand to let the people know that it is okay for males to wear makeup, especially on days na halimbawa they have a job interview. It is one of the stereotypes we are trying to break. We value inclusivity, as seen in all our campaigns, and we advocate breaking stereotypes and embracing the beautiful you. Just like our brand name, GRWM is a brand that will help you get ready in every moment that you will take" shares Layug.

(We want to break the idea that makeup is only for women. Actually, in our campaigns, we have a male model to represent the brand to let the people know that it is okay for males to wear makeup especially on days like when you have a job interview. It is the stereotype that the brand wants to break.)

Something that is worth taking note of in her story is as a brand owner she did not let difficult times get to her, and as a beauty content creator she did not let anyone define her standard of beauty and happiness. Hopefully, people too will be encouraged to define their own beauty, happiness, and success not by other people's terms.

To see more of Mae's beauty products, visit her Lazada Store: https://www.lazada.com.ph/shop/grwm-cosmetics/