A woman who did not let others define her beauty, happiness, and success is Mae Layug, a YouTuber and the CEO of local beauty brand Get Ready With Me Cosmetics (GRWM Cosmetics). She shares her story to influence others to embrace their own definition of beauty and success.

Take steps towards your dreams

Taking bold steps towards your dreams is not simple nor is it easy. Layug shares that she had to go through pins and needles during the time she was building her own brand. During documentation and government approval, licenses, collaboration, and other things, she felt anxious every time and yet very excited knowing that after all these hardships, she will finally achieve her dream of having her own makeup brand.

"It is a passion turned to profit talaga, pero bago ako umabot sa profit, katakot takot na butas ng karayom 'yung dinaanan ko," shares Mae Layug, YouTube content creator and beauty brand owner.
(It is a passion turned into a profit, but before it gained profit, I had to go through so much pin holes).

Photo source: GRWM Cosmetics

Photo source: GRWM Cosmetics

Photo source: GRWM Cosmetics

Layug's desire was for her brand not just to sell makeup, but become a community that listens to its consumers and offers the best value for their money – and she was able to build it.

Stay true

Layug shares that what sets her brand apart is that it really listens to its consumers. The brand takes note of every comment, suggestion, and customer idea so that they can improve their products and services, while sticking to their brand identity of being inclusive, cruelty-free and vegan.

Goal-getters club set their own beauty standards. Video source: GRWM Cosmetics Instagram page

She believes that beauty should not be imprisoned to one definition but inclusive to all skin types, color, gender and status.

"We value inclusivity, as seen in all our campaigns, and we advocate breaking stereotypes and embracing the beautiful you. Just like our brand name, GRWM is a brand that will help you get ready in every moment that you will take," shares Layug.

She also made sure to represent all genders, preferences, and colors in her brand campaigns.

"We wanna break is 'yung idea na makeup is for women only. Actually, in our campaigns, we have a male model to represent the brand to let the people know that it is okay for males to wear makeup, especially on days na halimbawa they have a job interview. It is one of the stereotypes we are trying to break," shares Layug.
(We want to break the idea that makeup is only for women. Actually, in our campaigns, we have a male model to represent the brand to let the people know that it is okay for males to wear makeup especially on days like when you have a job interview. It is the stereotype that the brand wants to break.)

Get tough and surpass difficult times

Layug shares that even as she was already able to launch her beauty brand, more challenges came to test her confidence and persistence to keep the business. After launching her brand, the health crisis around the world took place, it was then that she had to fight to stay in the business. She had to transition from an offline brand to an online one.

"We decided to sell online to avoid paying rent, huge commission fees, etc. And one of the biggest online selling platforms that we know is Lazada. So, we signed up and started selling on LazMall," shares Layug.

As one of the biggest and trusted online selling platforms in the Philippines, Layug trusted her brainchild with the e-commerce giant. When asked why she thinks people should also sell their products in Lazada—

"Lazada helped our brand reach a network of consumers that may not know GRWM Cosmetics exists, through its continuous deals and other promotions," says Layug.

With the help of Lazada, GRWM gained more customers because of the reach and exposure it was getting.

Photo source: GRWM Cosmetics

Photo source: GRWM Cosmetics

Photo source: GRWM Cosmetics

Photo source: GRWM Cosmetics

Layug did not let any hurdle hinder her from building her own beauty brand. She did not let the difficult situation get her down, but instead saw an opportunity for her to expand her business.

"I think 'yun 'yung sobrang laking impact ng e-commerce [platforms] like Lazada, because brands are able to reach out to more people na kahit malayo sila naabot sila," adds Layug.
(I think that is the major impact of e-commerce [platforms] like Lazada, because brands are able to reach out to more people even if they are far away.)

She shares that not everyone has access to malls, and some even have to travel miles just to get to one, so although it is ideal to put up a brick-and-mortar shop for her cosmetics, now that her brand is doing better, she would still retain their presence in e-commerce because they are able to reach a wide range and distance of customers.

"With Lazada, malaking tulong siya kase like we were able to tap more people. Mas marami pa ang nakakapag-try nung product, so 'yun talaga ang isa sa pinakamalaking help ng Lazada sa GRWM Cosmetics," shares Layug.
(With Lazada, they are really big help because we were able to tap more people. There are more people who are able to try our product, so that is one of the biggest helps of Lazada to GRWM Cosmetics.)

When asked why other sellers should also put up their products in Lazada—

"Lazada is one of the biggest online selling platforms in the Philippines. With its wide network of consumers, spreading brand awareness is easy," shares Layug.

Now GRWM Cosmetics has thousands of followers on Lazada and the number of products they have sold continues to grow.

Layug shares that as a registered company, their onboarding process with LazMall was smooth and easy, thanks to Lazada's key account managers, who assist sellers and customers with their needs.

"Isa rin talaga sa feedback na nakukuha ko, kapag bumibili sa Lazada, naging tagline siya ng Lazada, is 'yung "Legit sa Lazada" or nasa LazMall. So, if people find GRWM Cosmetics in LazMall, people know that it is a registered brand. They know it is authentic, they know that it is a legit brand and the products are safe and registered. And also, fast shipping. As a customer kasi, I live in Cavite and probinsya siya pero ang bilis talaga ng shipping. So, kung ganun 'yung service na nararanasan ko as a consumer, alam kong ganun din ang matatanggap na service ng customers ko as a seller," adds Layug.
(One of the feedbacks I receive when buying at Lazada is that it is like their tagline "Legit in Lazada" or LazMall. So, if people find GRWM Cosmetics in LazMall, people know that it is a registered brand. They know it is authentic, they know that it is a legit brand and the products are safe and registered. And also, fast shipping. As a customer who lives in Cavite, it is provincial but the shipping is fast. So, if the service I receive is satisfactory, I know that the services that my customers will receive are the same.)

As a brand owner she did not let difficult times get to her, and as a beauty content creator she did not let anyone define her standard of beauty and happiness. Hopefully, people too will be encouraged to define their own beauty, happiness, and success not by other people's terms.

Check out GRWM Cosmetics on Lazada. Become a Lazada seller through this link: https://lzd.co/sellonlazadaph. #Lazada #LazItUp #SellwithLazada #Lazadaph