VisualGPS Creative Trends Wellness Get Ready With Me Beauty Videos

Since the beginning of the internet, countless viral trends have come and gone. Yet, one has stood the test of time: The Get Ready With Me (GRWM) videos. This simple, yet effective, format where creators share their beauty routines with audiences, has captured millions and is now a staple of online culture.¹ While it can be about so many things, it often tends to be popular with beauty routines. Why does it continue to resonate with today’s audience, and how can beauty brands take inspiration from GRWM aesthetics to build trust?

Getty Images’ Visual GPS data shows that consumers now approach visual content from a place of mistrust. In fact, 98% of consumers say authentic visuals are pivotal in establishing trust. Consumers define authentic as something genuine, expressing one’s true thoughts, feelings and experiences. Yet, 64% of Europeans state that even real‑life stories and testimonials can seem staged and are therefore less credible. GRWM videos rely on personal narratives often appearing to be unstaged and unfolding in front of the camera. This often bare‑all approach into people’s beauty routines appeals to today’s consumers’ need for authenticity.  

They may look like they’re about make‑up, but GRWM videos are about stories.² The format is so popular that it made its way to the Olympics. French singer Yseult shut down the Paris 2024 closing ceremony, but just before, she shared a GRWM video.³ Simone Biles, filmed herself getting ready for the all‑around finals, opening up about managing anxiety.⁴ Furthermore, our research shows that video‑led personal journeys inspire empathy and relatability. They also cater to wider communities searching for inclusive representation. According to our VisualGPS data, more than half of Europeans believe that social media is inclusive and welcoming to all kinds of people. However, like most social media trends, GRWM videos are a double‑edged sword. While it can empower inclusive representation, it can also foster heteronormative and colourist beauty standards. VisualGPS research shows that only 1% of video portraits used by European beauty brand customers in the last 12 months focus on people with disabilities or people with darker skin colour.

While influencers are calling for normalisation of our GRWM feeds,⁵ beauty brands have an opportunity to be more relatable using the GRWM formula:
 

• Focus on authenticity and direct connection. Choose videos with natural body language. Eye contact with the camera will create a connection with the viewer, making them feel like they’re having a conversation with a friend.
• Think about settings. GRWM often happens in messy bathrooms or bedrooms. Candid environments and lived‑in settings bring more realness and authenticity.
• Be inclusive and represent people from all walks of life. Relatability and “seeing people like me, my family and my friends” is the most important visual preference for consumers in Europe.

Sources

[1] Today, Vogue
[2] Vogue
[3] Vogue
[4] Harper's Bazaar, Marca
[5] Cosmopolitan