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GRWM Cosmetics

Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1765238035528image0.jpeg" style="width:960px;display:block;height:auto" class="fr-fic fr-dib" width="960" alt="GRWM Cosmetics opens pop-up store at Festival Mall in Alabang. Handout"/>GRWM Cosmetics opens pop-up store at Festival Mall in Alabang. Handout</div>When Filipina entrepreneur Mae Layug-Madriñan entered the cosmetics industry in 2021 with her own brand Get Ready With Me (GRWM) Cosmetics, she changed the game, introducing a selection of morena-friendly makeup shades that the Philippines had been lacking for a long time.Taking the internet by storm, practically every influencer and makeup-savvy netizen swore by Madriñan’s brand, particularly during the pandemic, flooding social media with enthusiastic feedback.According to Madriñan, whose company continues to dominate social media when searching for top local beauty brands in the Philippines, finding makeup bases and foundations for Filipino skin tones was challenging in the past, emphasizing the importance of representation.“I saw gaps in the Filipino market and wanted to fill them. I&#x27;ve conducted market research and discovered that many Filipinas with medium to brown skin tones are unable to find their shade in the local beauty industry. Whether it&#x27;s a makeup foundation or a colored product, I feel that everyone deserves to discover a shade that compliments their skin tone and undertone,” Madriñan previously said in an interview.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1765238138254image1.jpeg" style="width:960px" class="fr-fic fr-dib" width="960" alt="Mae Layug-Madriñan and GRWM executives kick-off holiday season. Handout"/>Mae Layug-Madriñan and GRWM executives kick-off holiday season. Handout</div>After four years, the Pinay entrepreneur recently opened the largest GRWM Cosmetics pop-up store at Festival Mall in Alabang, which was attended by lifestyle journalists, influencers, and brand executives, just in time for the holiday season.She said they are expanding their commitment to the Goal Getters community by opening their first-ever big pop-up store, a significant milestone for the brand, which has its roots in the south.“This grand pop-up store is our way of celebrating our roots in the south and sharing our passion for inclusive beauty with our southie Goal Getters,” said Madriñan.“We’ve designed this space to be more than just a store, it’s a hub where our community can experience our full range of products, participate in fun activities, and be part of our sustainable initiatives. We want everyone to feel seen and represented,” she added.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1765238172391image2.jpeg" style="width:960px" class="fr-fic fr-dib" width="960" alt="GRWM Cosmetics curates holiday bundles for consumers. Handout"/>GRWM Cosmetics curates holiday bundles for consumers. Handout</div>Aside from the popular morena makeup shades, the pop-up store also features All About That Base Volume II Collection, which includes the hero product, the Daily Skin Tint; The Limited Edition Face Card Holiday Collection, which makes its physical store debut with the much-anticipated 6-pan customizable palette and new packaging design; and special curated holiday bundles featuring customer favorites and new releases, ideal for gifting this season.Celebrating every Filipino skin tone and type, the brand is especially proud of its PETA-certified vegan and cruelty-free products while encouraging consumers to recycle empty components.In keeping with the brand&#x27;s commitment to responsible beauty, the pop-up also includes a special GRWM x Envirocycle bin where consumers can drop off their GRWM empties for appropriate recycling and better waste management. This program is based on GRWM&#x27;s ongoing efforts to promote sustainability in the beauty sector. In exchange, Goal Getters will receive a limited edition LipBooze in the shade Hope.<div> </div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1765238340543image3 (1).jpg" style="width:960px" class="fr-fic fr-dib" width="960" alt="Goal Getters can now visit pop-up store at Festival Mall. Handout"/>Goal Getters can now visit pop-up store at Festival Mall. Handout</div>Customers who post about their visit on social media within the first week will receive special one-week marketing goodies, reinforcing the Goal Getters community spirit.The pop-up store will operate until March 31, 2026.

The largest GRWM Cosmetics pop-up store opened at Festival Mall in Alabang.

Beauty brand that popularized morena shades opens Alabang pop-up

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Beauty brand that popularized morena shades opens Alabang pop-up

Josh Mercado

Published Dec 09, 2025 06:43 PM PHT

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fashion

beauty

cosmetics

GRWM Cosmetics

makeup

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