GRWM (Get Prepared With Me) content material has been the darling of magnificence creator advertising and marketing. It gave audiences an intimate seat on the vainness—rituals, routines, and uncooked moments that felt genuine and new.
However what as soon as fueled explosive engagement has grow to be predictable, and the format is displaying indicators of exhaustion.
In keeping with Traackr’s 2025 Magnificence & Vogue Insights Report, GRWM posts are down 10% yr over yr, engagements have dropped 19%, and video views have fallen 17%.
In a world the place creator exercise is at an all-time excessive, the issue isn’t visibility. It’s relevance.
Saturation Breeds Fatigue
GRWM labored as a result of it felt contemporary. It was spontaneous storytelling that pulled again the curtain. However ubiquity killed its appeal. What began as an genuine peek into creators’ lives has hardened right into a format on autopilot.
Whilst magnificence creators submit greater than ever (up double digits throughout make-up, skincare, and haircare) viewers consideration (measured by VIT—Traackr’s weighted index of views, engagements, and model influence) is slipping.
Extra quantity + extra sameness = Much less influence
The Subsequent Chapter: From Format to Feeling
If manufacturers wish to win again consideration, they need to cease asking “What format performs?” and begin asking “What resonates emotionally?”
Essentially the most adaptive groups are already making that shift:
- Recognizing alerts earlier than they development. Seeking to the perimeters of creator conduct as a substitute of chasing what’s already saturated.
- Tapping into tradition, not simply routine. Contextual storytelling beats product placement each time.
- Prioritizing efficiency, not simply presence. It’s not about displaying up extra typically however about displaying up extra meaningfully.
That is the place Traackr’s VIT framework is available in. VIT measures the 4 levers that really drive influence—Quantity, Affect, Frequency, and High quality—and turns them into actionable insights. As a substitute of simply reporting on what occurred, VIT explains why it occurred and tips on how to optimize for higher influence.
Who’s Rewriting the Playbook?
The manufacturers breaking by are proving that relevance > repetition:
- Rhode: Surged into the highest 10 magnificence manufacturers with simply 1% paid content material. Development was powered by natural creator love, not media spend.
- Lululemon: Expanded past health, weaving into “day within the life” routines and cultural resets. This shift unlocked an 80% improve in TikTok creator quantity and a 23% carry in VIT.
- Poppi: Turned current creator affinity into cultural foreign money by displaying up at Coachella and the Tremendous Bowl. The model remodeled fan love into memorable storytelling.
Every of those manufacturers demonstrates the identical precept: audiences don’t crave extra, they crave which means.
This second isn’t nearly abandoning a drained format. It’s about redefining how magnificence earns consideration organically, persistently, and at scale.
Dive into the complete 2025 Magnificence & Vogue Insights Report to see how one can rewrite your creator advertising and marketing playbook.
