In 2023 alone, there have been more than 6 billion views of videos with variations of “grwm” in the title
It’s hard to believe there was ever a time when GRWM videos didn’t exist. In 2023 alone, there have been more than 6 billion views of videos with variations of “grwm” in the title.1 That’s why we’re taking a moment, amidst the prep for back to school, to temporarily transform YouTube’s logo and celebrate the creators who’ve invited us to join and connect with them through their daily routines.
In addition to the logo transformation, we’ve collaborated with Bailey Sarian to create the ultimate GRWM on the history of GRWMs — because while the format is now ubiquitous, this wasn’t always the case.
Creators didn’t start regularly uploading GRWMs until the early 2010s. Back then, most videos lacked voiceover explaining the beauty routine taking place, with creators opting instead to list products used in the description and add links to blog posts with more detail. This is a far cry from the types of GRWMs that dominate the space today: Ones where creators describe their processes in intricate detail while relating personal stories and going even further afield to delve into genres like true crime.
GRWMs turned what was once a solo activity — getting ready for a date, a wedding, or a day exploring a new city — into one that invites communities to come together and share in the process.
To join the celebration, head here to meet creators taking you on a GRWM journey from day to night. Then, keep an eye on @benefitcosmetics to see looks from a community “Paint & Sip” event hosted in partnership with the beauty brand.
1. Source: YouTube data, Global, 1 Jan 2023-5 June 2023.