Beauty on your own terms
As the world runs short on beauty definitions, many might struggle to define it.
This is where GRWM Cosmetics steps in– because you are who you are and it is up to you to define beauty on your own terms.
Are you ready to define yours?
Our mission
GRWM Cosmetics is devoted to making a meaningful impact on the Philippine beauty industry by offering high quality products and a commitment to inclusion, sustainability, and ethical practices. Through these initiatives, the goal is to empower individuals to proudly express their unique selves while also contributing to the well-being of animals and the environment. By supporting cruelty-free, vegan products and providing different, inclusive alternatives, we hope to redefine beauty standards and value the different kinds of beauty present in the Philippine community.
How we envision GRWM Cosmetics
GRWM Cosmetics envisions a world where beauty is personal and celebrates self-expressions of beauty with confidence and inclusivity. We seek to address the gaps in the Philippine beauty industry through high-performing makeup designed for different skin tones, undertones, and skin types while redefining beauty standards.
Mae Layug-Madriñan
Founder, CEO, & President, Chief Product Officer
“I have seen gaps in the Filipino market that I wanted to fill in. I’ve done market studies and I noticed that a lot of Filipinas with medium to tan skin tones aren’t able to find their shade in the local beauty market. Whether it’s a makeup base or a colored product, I believe that everyone deserves to find a shade that compliments their skin tone and undertone. I also noticed how important it is to educate the market about cosmetics products so that they would understand on how they can maximize their purchase. In this economy, makeup is a luxury and I keep it in our mind that the Filipino market deserves a good quality and safe-to-use products.”