Hey, what’s poppin’? Life can get busy at times, and as time-starved individuals, it can be hard to get caught up on all the latest cultural trends and news. Welcome to What’s Poppin’, where we identify and dissect the latest happenings in pop culture and entertainment – through our signature voice and distinct lens, of course.
“Get ready with me,” announces TikTok user Taylor Lawson to the camera as she curls her hair, “to turn myself in to jail.”
Taylor’s video, which has since amassed more than 17 million views and 1 million likes, might sound outlandish, but it’s not exactly one-of-a-kind. Cheating scandals, plastic surgery revelations, going-to-jail stories: Nothing is considered “too much” when it comes to get-ready-with-me (GRWM) routines on social media.
@taylorlouiselawson Part 1: GRWM to go to jail. #fyp #foryou #jailtok #jailtime #prisontok #recovery #grwm #grwmroutine #makeup #hairstyle #hairstylist ♬ Cumbia Buena – Grupo La Cumbia
From oversharing (“get ready with me while I tell you about that time I got kidnapped in Mexico”) to surprising occasions (“get ready with me while I’m in labour”) to confessions that are akin to scandalous reality TV plots (“get ready with me while I tell you about the time I caught my husband cheating on me,” reveals American investor and Shark Tank star Barbara Corcoran), these videos have evolved into a new digital era of sharing stories and monologues that were once considered private.
What are GRWM videos all about?
As its name suggests, GRWM videos see users posting their “getting ready” routines whilst chatting animatedly to the camera and unrevealing revelations. These can range from hair care, to makeup routines, and even dressing for specific events.
The rise of GRWM videos on TikTok is undeniable, with the hashtag #GRWM accumulating over 100 billion views. Some of the platform’s fastest-growing creators owe their popularity to these kinds of videos.
@madeleine_white The first episode of queen charlotte was so good andrews already reading reddit fan theories #queencharlottebridgerton #queencharlotte #premiereoutfit ♬ original sound – Madeleine White
In a video with more than a million views, TikTok fashion creator Madeleine White, who has more than 4 million followers, filmed herself getting ready for the Queen Charlotte premiere in LA, offering anecdotes about her day, the event, and asking for her followers opinions – should she wear the pink flats or silver strappy heels? (“Silver heels!!” I screeched to my screen. She wore the pink flats.)
TikTok creator Alix Earle, who has more than 5 million followers, is widely regarded as one of the “it-girls” who became a viral sensation for her GRWM videos. The majority of Earle’s TikToks see her recounting the everyday moments of her life while she does her makeup and chooses an outfit. On New Year’s Eve, a video of her preparing to go to a Miley Cyrus event in Miami gained more than 8.3 million views alone.
Does this seem familiar?
GRWM videos are nothing new, per se – the trend originally gained popularity during the early 2000s YouTube era, where content creators shared their skincare and makeup routines whilst updating fans on their lives.
Getting ready has always had a bonding quality to it, reminiscent of teenage sleepovers or gathering the girls and getting ready together for a night out. It feels intimate, where people can get together and unload their thoughts whilst busying themselves so as to not make direct eye contact.
Fast forward to the TikTok era, where the pandemic further fueled the GRWM trend as more people turned to social media to express their feelings and to feel connected even whilst apart. Unlike YouTube videos, which present these routines with perfect lighting and flawless editing, TikToks often showcase a more unfiltered and authentic side to creators.
A culture of authenticity
It’s strangely relaxing (and addicting) to watch someone as they go about their everyday routines. Do I know these people? No. Am I invested in how their makeup and outfit will turn out? You bet. It’s not so much about the end result of the look, however, as it is chatting about life – the process makes one feel as if they’re speaking to a friend over FaceTime during the process.
@mollypashbymua My heart will forever be broken but i know your happier and out of pain! Love you always my angel 🫶🏻🕊 only a short video #fyp #foryoupage #candycrush10 #makeup #mua #grwm ♬ Possibility – Lykke Li
Gen Zs value authenticity and connection, and confessional GRWM videos offer an avenue for sharing and creating a space for authenticity. On the morning of her grandmother’s funeral, TikTok creator Molly Nashby, filmed her makeup routine as a way to share with her fans the good and the bad days.
By sharing personal stories, individuals seek validation, understanding, and support from others who may have had similar experiences. This reflects a cultural shift towards finding solace in shared vulnerability and a need for meaningful connections in the digital age.
@victoriaparis ♬ original sound – Victoria Paris
Confessional GRWM videos also often touch on topics that were once considered taboo or kept private. By openly discussing personal struggles, mental health challenges, or insecurities, these videos help to break down societal stigmas and encourage conversations about topics that were traditionally kept hidden.
So is it a bad thing that confessional GRWM videos are getting personal? Well, it depends on how you look at it. It’s not inherently a negative thing – if someone doesn’t have anyone else to turn to, and they feel less stressed after sharing a personal anecdote, why not?
Normalising such conversations can help prevent feelings of isolation – particularly for women in this digital era – and it can actually evolve to possess a genuinely positive nature, such as big sister advice. And if it truly bothers you to listen and watch these GRWM videos where creators overshare, well, just remember that you can always have the power to scroll away.