In recent years, GRWM (Get Ready With Me) content has captivated audiences in the beauty marketing sphere, offering an intimate glimpse into personal routines and rituals. However, this once-engaging format is now showing signs of weariness. According to Traackr’s 2025 Beauty & Fashion Insights Report, GRWM posts have seen a 10% decline year over year, with engagement rates dropping by 19% and video views decreasing by 17%.
As creator activity reaches unprecedented levels, the challenge lies not in visibility but in maintaining relevance.
Saturation Leads to Audience Fatigue
The initial appeal of GRWM content stemmed from its freshness and authenticity. However, as it became ubiquitous, its charm diminished. What began as genuine storytelling has devolved into a repetitive format. Despite a surge in beauty creators posting content—up by double digits across makeup, skincare, and haircare—audience engagement, measured by VIT (Traackr’s weighted index of views, engagements, and brand impact), is declining.
- More content + more sameness = less impact
Shifting Focus: From Format to Emotional Connection
To regain audience attention, brands must pivot from asking, “What format performs?” to “What resonates emotionally?” The most innovative teams are already embracing this change:
- Identifying trends before they become mainstream.
- Exploring niche creator behaviors rather than following saturated paths.
- Engaging with cultural narratives instead of merely showcasing routines.
- Prioritizing contextual storytelling over simple product placements.
- Focusing on meaningful engagement rather than just frequency.
It’s not about increasing the quantity of posts but enhancing their significance. This is where Traackr’s VIT framework becomes essential. VIT evaluates four critical factors—Volume, Influence, Frequency, and Quality—and translates them into actionable insights, explaining not just what occurred but why it matters and how to improve impact.
Brands Redefining the Landscape
Several brands are successfully breaking through the noise by prioritizing relevance over repetition:
- Rhode: This brand climbed into the top 10 beauty brands with only 1% paid content, driven by organic creator enthusiasm rather than media expenditure.
- Lululemon: By expanding its narrative beyond fitness and integrating into “day in the life” content, Lululemon achieved an 80% increase in TikTok creator volume and a 23% boost in VIT.
- Poppi: By leveraging existing creator relationships at major events like Coachella and the Super Bowl, Poppi transformed brand loyalty into impactful storytelling.
These brands exemplify a crucial lesson: audiences seek meaning, not just more content. This moment calls for a reimagining of how beauty brands can organically and consistently capture attention at scale.
For a deeper understanding of these trends and strategies, explore the full 2025 Beauty & Fashion Insights Report to learn how to revamp your creator marketing approach.
Frequently Asked Questions
What is GRWM content?
GRWM stands for “Get Ready With Me,” a popular format where creators share their beauty routines and rituals, providing an intimate look into their personal lives.
Why is GRWM content losing engagement?
As GRWM content has become more common, its novelty has worn off, leading to audience fatigue and decreased engagement rates.
How can brands improve their GRWM content?
Brands should focus on emotional resonance, cultural relevance, and meaningful storytelling rather than simply increasing the volume of content.
What is the VIT framework?
The VIT framework measures Volume, Influence, Frequency, and Quality to provide insights into content performance and audience engagement.
Which brands are successfully adapting their strategies?
Brands like Rhode, Lululemon, and Poppi are successfully redefining their approaches by prioritizing organic engagement and cultural relevance over traditional advertising methods.
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