Revenue in the Philippine cosmetics market is projected to reach approximately $794.2 million and is expected to reach an annual growth rate of 1.32%, according to Statista.

Notable factors contributing to the boom include aggressive social media initiatives, a growing demand for natural and organic products, and robust middle class spending. Presently, there are roughly 4,400 licensed cosmetic distributors in the country. The local start-up scene in cosmetics is definitely on the rise.

From Fascination to Passion

One local cosmetics brand to watch out for is Get Ready With Me (GRWM), a brand under Chromaesthetics Inc., which was launched in May 2021. Just three years in the market, this startup business is the apotheosis of many years of hard work by its 30 year-old CEO Maryann “Mae” Layug Madriñan. A licensed nurse both here and in the US, she initially worked in the cardiac unit of Makati Medical Center. During her breaktime, she dabbled in makeup application and soon developed a passion for it. In 2017, Mae created makeup video tutorials and started a YouTube channel. Her creative endeavor became a big hit, enabling her to collaborate with different cosmetic brands. Madriñan then monetized her channel and solidified her status as one of the country’s top makeup influencers.

“I earned so much more as a makeup content creator than I did as a nurse. It just made sense to make the obvious career change. But after several years, I just wondered what my next step should be. Then the pandemic hit. It was then that I came up with the idea of starting my own cosmetic line. People were stuck in the house but still wanted to look good when they go online,” narrates Madriñan.

With the support of her husband Billy, she approached the owner of a local makeup brand (Miss X) who she had previously collaborated with to teach her the ins and outs of putting up a beauty business. “I’m so grateful to my business mentor. Miss X did not see me as a future competitor but as someone who had helped her with her own business. That mentorship changed my life. Today, it’s my mission to open doors for other people, too,” Madriñan enthuses.

Start-Up Struggles

Regulatory Requirements

Without any business background (and even with a mentor), the Madriñan couple found themselves victims of unscrupulous people. The regulatory challenges for SMEs in the beauty industry are the most difficult hurdles. Cosmetic brands often face strict regulations as well as arduous registration processes from different government agencies. She remembers wistfully, “We had to comply with FDA regulations on product registration, ingredients restrictions, labeling, etc. We understand the safety and quality requirements of the government so we sought the help of a regulatory expert. Unfortunately, the lawyer ran away with our hard-earned money. Not only did we have to come up with the seed fund of PHP 3 million for the actual production of the goods, we had to wisen up fast in order to get the proper documentation—which sadly involved more expenses on our part.”

Limited Funds

The first six products of the brand were produced locally and sold within days. In order to keep up with the increasing demand, however, Madriñan had to look for international suppliers in China and Korea who had the expertise and machinery to produce high-quality cosmetics. However, as a start-up, limited funds posed an enormous problem. The financial constraints forced the company to streamline its budget and make strategic decisions to build credibility with the suppliers. “We were turned down multiple times by manufacturers due to the low minimum order quantity (MOQ). Even if we ordered in advance, we were not prioritized because somebody else ordered more. In time, however, we were able to prove our mettle as a serious albeit small cosmetics company,” she narrates.

Brand Identity

As an indie brand born in the middle of the pandemic, GRWM was met with much skepticism by its competitors. Many predicted its quick downfall, which fueled Madriñan’s drive even more. From the initial (sold out) six products, 12 new shades of their multi-use base Radiance tint were introduced just six months later. Mae had a clear vision of the ingredients, the look, and the purpose of her brand. She leveraged her knowledge in marketing and product development to establish strong brand awareness and recall.

To make the brand relatable, Madriñan decide on a popular acronym GRWM back in 2010. The idea of having a “ capable and stylish friend getting ready with me in every occasion” resonated with the customers. As part of an aggressive campaign, the company successfully launched 30 shades of foundation – another first in the Philippine cosmetic industry.

Necessary Investments

Madriñan credits her company’s makeup coup to her team. From her husband Billy (COO) who quietly handles day-to-day operations, to friends-turned-business partners who manage the finance aspect, all the way to her young, dynamic creative and marketing teams, each person plays a vital role in the organization.

As a businesswoman, Mae invests in her people. She looks for creativity and passion in applicants mainly because her business is highly visual and relies heavily on social media for marketing. GRWM’s main target market is the Millennial segment, followed by Gen Z. According to Madriñan, it was imperative to build a team who can contribute fresh ideas, execute engaging materials for their markets, and partner with her to achieve business goals. “I try to foster a collaborative and inclusive work environment. This is a team effort and listening keenly to my employees’ input is key to our growth,” the young CEO adds.

Moreover, Mae invests heavily in research and development (R&D), regularly buys other makeup products to keep abreast of market trends, and plans to study Cosmetics Science in Australia to widen her knowledge.

“GRWM’s edge over other brands is that we have world class products that sell at a very competitive price point. Our customers are given a wide variety of choices that cost anywhere from PHP 249 to PHP 849. Aside from affordability, my goal is to continue offering products that are versatile—meaning cosmetics that are multi-use, good for all occasions, vegan, and most importantly, sustainable,” Madriñan says decisively.

Social media is a crucial tool not only as a sales platform but likewise as a way to engage with audiences, build brand loyalty, and respond to customer feedback in real-time. The aforementioned benefits are all integral to the company’s vision to establish itself as a community-based brand.

Brand With a Purpose

GRWM Cosmetics is a staunch supporter of animal organizations. Last February, the brand gave PHP 1.6 M to Pawssion Project—a gift made possible by donating the sales of its bestselling Pomelo shade tint. This campaign funded the foundation’s new clinic, a water tank, a confinement area and an open yard for new dogs. Mae looks forward to partnering with more community organizations in the future.

Other plans include hosting the GRWM Ball (for the second year) this November. This big gathering of business people, makeup enthusiasts, fellow animal rights supporters and friends is held to foster community and bring awareness to the platforms Madriñan supports. It’s also the company’s way of giving back and showing gratitude for its blessings.

Before year-end, GRWM is poised to launch a massive holiday collection. And by 2025, the brand has plans of expanding its business internationally through its website. A flagship brick and mortar store is also in the works.