Cebu-based Goal-Getters community
To celebrate this milestone, GRWM Cosmetics invited Cebu-based media, bloggers, and
content creators to explore the new kiosk and meet the team behind the brand. The meet-up
served as a meaningful moment for connection, community, and a shared love of beauty.
“Opening our first kiosk in Cebu is such a full-circle moment. We’re here not just to sell beauty, but to celebrate it together with our Cebuano Goal-Getters,” said Mae Layug-Madriñan, CEO and Founder of GRWM Cosmetics. “This is a much-anticipated moment, and we are so excited to finally open our kiosk in Cebu and offer our best-sellers.”
A beauty space that feels like home
The GRWM Cosmetics kiosk was designed to provide a warm, hands-on experience where
customers can swatch and test each product, find the right shade for them, and discover the
products that best fit their lifestyle.
The long wait is over! GRWM Cosmetics has officially landed in Cebu. After years of love and support from the Cebuano Goal-getters community, the beauty brand has opened its first-ever kiosk at the Upper Ground Floor of the SM City Cebu Department Store.
GRWM Cosmetics was also part of SM Beauty’s So Much Color Playhouse, a weeklong beauty playground from July 24 to 31, 2025, with the main event on July 26, 2025.
Goal-Getters were treated to a vibrant and interactive experience, where they swatched and tested cult favorites.
A mini but mighty line-up: The GRWMinis Collection
Perfect for beauty lovers on the go, the #GRWMinis Collection by GRWM Cosmetics features travel-sized versions of their cult-favorite essentials, plus a game-changing new addition. These pocket-perfect products are designed to be compact without compromising performance, making them ideal for everyday use or quick touch-ups wherever you are.
The collection includes the Mini Loose Baking & Setting Powder, now available in five versatile shades: Cream Puff, Bright & Pink, Lemonade, Milky White, and Brioche. This lightweight, micro-fine powder delivers a flawless, long-lasting finish whether you're aiming to brighten or soften your look. Also in the lineup are the Mini Milktints, GRWM’s popular multi-use creamy tints featuring three fan-favorite shades (Pablo’s Latte, Buttercream, and Soufflé) and two new hues: Meringue, a neutral light nude peach, and Cotton Candy, a neutral muted light pink. Perfect for lips, cheeks, and lids, these compact Milktints are the ultimate all-in-one makeup staple.
Completing the collection is the Lash Revolution Life-Proof Mascara, an all-in-one formula designed to lift, lengthen, and volumize. Infused with Wet Fiber Technology, it wraps each lash in flexible fibers for a bold, smudge-resistant finish that lasts all day. Its crescent-shaped brush hugs the lash line for a precise, three-dimensional curl from root to tip, making it a true standout in any on-the-go beauty routine.
The cult favorites
Alongside the #GRWMinis, Goal-Getters will also be thrilled to find their all-time favorites on the shelves, including the Ultra Matte Fixing Spray: a true essential for our oily-skin Goal-Getters. This setting spray locks in makeup with zero smudging and minimal touch-ups. Infused with Vegan Ceramides, Niacinamide, and Centella Asiatica, it features Ultra Matte Complex—a unique skin film technology with oil-control powders and film formers that help keep the skin hydrated while locking in makeup all day.
LipMaxx is a highly nourishing and cooling lip balm that delivers moisture and comfort in one swipe. Perfect as a base or topper, this formula keeps lips looking plump, juicy, and healthy.
Cushion Lip Tint is for fans of a velvet-matte finish. This tint provides a cooling feel upon application and a lasting stain that holds through meals, events, and conversations.
Cebu-based Goal-Getters community
To celebrate this milestone, GRWM Cosmetics invited Cebu-based media, bloggers, and content creators to explore the new kiosk and meet the team behind the brand. The meet-up served as a meaningful moment for connection, community, and a shared love of beauty.
“Opening our first kiosk in Cebu is such a full-circle moment. We’re here not just to sell beauty, but to celebrate it together with our Cebuano Goal-Getters,” said Mae Layug-Madriñan, CEO and Founder of GRWM Cosmetics. “This is a much-anticipated moment, and we are so excited to finally open our kiosk in Cebu and offer our best-sellers.”
A beauty space that feels like home
The GRWM Cosmetics kiosk was designed to provide a warm, hands-on experience where customers can swatch and test each product, find the right shade for them, and discover the products that best fit their lifestyle.
About GRWM Cosmetics
Established in 2021, GRWM Cosmetics is a Filipino beauty brand that passionately strives to offer high-quality, innovative beauty products that fuel self-expression. The brand believes in the transformative power of beauty products that empower fellow Goal-Getters. With a commitment to inclusivity and a celebration of individuality, GRWM Cosmetics dedicates itself to inspiring and empowering everyone to confidently embrace their unique selves.
Stay connected and up-to-date with the latest updates:
Follow GRWM Cosmetics on Facebook at GRWM Cosmetics, and be part of the Goal-Getters Community by joining the conversation. Stay inspired and in the loop on Instagram and TikTok by following @grwmcosmetics.
Shop GRWM Cosmetics online anytime, anywhere:
Visit the official website at grwmcosmetics.com.ph. You can also shop through your favorite platforms: Shopee (GRWM on Shopee), Lazada (GRWM on Lazada), and the TikTok Shop (GRWM on TikTok Shop). (PR)