Who Started GRWM: Core Answer
GRWM, or "Get Ready With Me," originated on YouTube in the mid-2000s as a practical, intimate beauty and lifestyle format. While early examples appear in niche vlogging communities, one of the first widely recognized GRWM-style series is attributed to Leah Chase (known online as MakeupByLeonie), who began posting detailed morning and event-ready routines around 2006–2008, coinciding with YouTube’s launch in 2005. These videos focused on step-by-step product application, timing, and conversational storytelling, filling a gap for viewers seeking "day-in-the-life" authenticity and actionable beauty guidance before the term GRWM became standardized.
Why GRWM Filled a Need in Early YouTube
Before dedicated beauty creators and algorithm-friendly how-to tags, most makeup content lived in magazine-style tutorials or occasional vlogs. GRWM bridged these formats by offering real-time preparation for work, school, or events, often with voiceover-style narration that explained decisions rather than demonstrating "perfect" results. This transparency aligned with emerging viewer expectations for access over polish, and it encouraged participation through comments asking for specifics about products or timing. The format also dovetailed with rising interest in morning routine and organization content, making it broadly appealing beyond strict beauty niches.
Defining Characteristics of Early GRWM Videos
Format and Structure
Early GRWM videos typically followed a loose arc: wake-up, skincare, base makeup, face color, eyes and lips, and final look. Time stamps were uncommon initially, but pace was conversational rather than rushed, often lasting 8–15 minutes. There was minimal scripting, with creators opting to narrate in real time as they moved between rooms or tasks, which created a sense of companionship for viewers doing their own routines.
Product Transparency and Accessibility
Unlike highly produced ads, early GRWM content favored drugstore and mid-range products that were widely available. Creators often displayed multiple options for the same step (e.g., "If you can’t find X, try Y"), which reinforced trust. This approach helped democratize beauty knowledge, especially for younger viewers or those in regions with limited retail access.
Notable Early Contributors and Distinctions
While Leah Chase (MakeUpByLeonie) is frequently cited for structured GRWM-style routines on YouTube starting around 2006–2008, it is important to recognize that the format evolved organically. Many early beauty vloggers, including Tati Westbrook (though her career peaked later) and niche UK vloggers, posted morning content that functioned as proto-GRWM without using the term. As the format standardized, key distinguishing traits emerged that separate GRWM from simple vlogging or tutorials.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Approximate Start Period | 2005–2008, aligned with YouTube’s growth | Platform timeline and creator archives |
| Typical Duration | 8–20 minutes for early episodes | Archived video timestamps |
| Primary Intent | Show real-time preparation, not idealized results | Creator statements and early viewer feedback |
| Product Range | Accessible, often drugstore or widely available brands | Content analysis of early videos |
| Viewer Interaction | Comments focused on timing, product swaps, minor tweaks | Comment section sampling from early archives |
Evolution and Standardization of the Format
By the early 2010s, GRWM had become a recognizable category, with consistent tags, titles, and viewer expectations. Creators began optimizing for search by including "GRWM" in titles and descriptions, while platforms introduced playlist features that allowed subscribers to follow these routines as a series. This period also saw the rise of collaborations between GRWM creators and brands, leading to more integrated sponsorships without disrupting the core appeal of relatability. The format’s durability lies in its flexibility: it can center on workwear, date night, seasonal looks, or minimalist routines, ensuring ongoing relevance across trends.
Practical Takeaways for Aspiring Creators
If you’re exploring how to start a GRWM-style presence, focus on clarity and realism. Begin with a simple structure: open with a brief goal (e.g., "Today I’m getting ready for a video call"), narrate each step with context (why you choose a product or order), and close with a quick summary of time and key items. Authenticity in pacing and product accessibility tends to resonate more than high-end production in this niche. Consistency in upload cadence helps build an audience that returns for dependable routines rather than one-off transformations.
Enduring Influence of Early GRWM
The origins of GRWM reflect a broader shift in digital media toward formats that prioritize utility and companionship over passive consumption. By answering "what does a normal day look like" rather than "how to achieve perfection," early GRWM creators established a durable template that continues to inform beauty, lifestyle, and productivity content today. Understanding who started GRWM and how the format matured offers insight into audience expectations for transparency, practicality, and approachable expertise in long-form online content.