“The best thing about being a woman is how we lead—with heart, strength, and an instinct to lift others up along the way,” says Mae Layug. She’s the powerhouse behind one of the most successful Filipino brands in the past few years, GRWM Cosmetics. 

Mae Layug | Photo via @maealayug

What started from Mae’s passion for makeup transformed into an advocacy and business where she practices what she preaches. She shares, “From the very beginning, we made it our mission to show real representation. We’ve featured Filipinos of all ages, skin tones, and skin types. Just six months after launching in 2021, we released 12 multi-use base shades—a first for a local beauty brand. By June 2023, we expanded to over 30 foundation shades. Because for us, representation isn’t a trend—it’s something everyone deserves. Everyone deserves to find a shade match whether it’s for a makeup base or for colored cosmetics.” 

@grwmcosmetics

The response came through in the best way possible: rave reviews, sold-out products, and events that induce FOMO.

Last year, Mae hosted an intimate get-together for the press where she shared her story as she moved warehouses, hired more employees, and made GRWM Cosmetics more than just your usual beauty brand. “We’re proud to stand by our values. Becoming a PETA-certified vegan and cruelty-free brand, working with Pawssion Project for our animal welfare advocacies, and partnering with HMR Envirocycle to recycle our empty components—these are milestones that go beyond beauty and reflect what we stand for.”

 Not that everything is peachy, though. Mae often confronts the backlash of social media, but stands firm that GRWM is committed to its standards. “The truth is, every update—whether it’s a packaging tweak or a formula adjustment—is thoughtfully planned, tested, data-driven, and often based on customer feedback. We go through several compatibility and stability tests, and we invest in custom molds to ensure that every product meets the highest standards..We stay grounded in what we believe in: transparency, quality, and always putting our community first. Evolving our products isn’t about changing who we are—it’s about getting better at serving the people who trust us.” 

The payoff from going through it all is products that speak to the audience and disrupt the Filipino beauty industry in a good way. One of GRWM Cosmetics' biggest launches was The Face Card Collection which allowed customers to build their own palette through a wide array of shades and finishes. “Beauty is personal, and we’re here to make sure everyone feels seen and celebrated,” shares Mae of the launch.  It also featured Heart Evangelista as the face of the campaign. The success continues in the first quarter of 2025 with Lip Maxx. 

Heart Evangelista with Mae Layug | @grwmcosmetics

It’s just been four years since the launch of the brand, but if anything, it's an example of how one must keep moving forward despite setbacks. Mae gives women credit where it is due when doubt strikes, “I remind them to look at how far they’ve come. The journey can be scary sometimes, but it’s okay to do things scared. You’re stronger than you think, and you don’t need to have it all figured out to keep going.” 

What’s next? True to her admiration for Michelle Obama, Mae continues not just with a desire to create good products, but with a desire to lift her fellow women. 

“For us, 2025 is all about deeper community connection and strengthening the advocacies we believe in. We have exciting launches lined up, and everything is made with one goal in mind—to make every person feel seen, empowered, and beautiful in their own way.”

@grwmcosmetics

Banner photo courtesy of @maealayug