GRWM (Get Prepared With Me) content material has been the darling of magnificence creator advertising. It gave audiences an intimate seat on the self-importance—rituals, routines, and uncooked moments that felt genuine and new.
However what as soon as fueled explosive engagement has turn into predictable, and the format is exhibiting indicators of exhaustion.
In line with Traackr’s 2025 Beauty & Fashion Insights Report, GRWM posts are down 10% yr over yr, engagements have dropped 19%, and video views have fallen 17%.
In a world the place creator exercise is at an all-time excessive, the issue isn’t visibility. It’s relevance.
Saturation Breeds Fatigue
GRWM labored as a result of it felt recent. It was spontaneous storytelling that pulled again the curtain. However ubiquity killed its appeal. What began as an genuine peek into creators’ lives has hardened right into a format on autopilot.
At the same time as magnificence creators put up greater than ever (up double digits throughout make-up, skincare, and haircare) viewers consideration (measured by VIT—Traackr’s weighted index of views, engagements, and model influence) is slipping.
Extra quantity + extra sameness = Much less influence
The Subsequent Chapter: From Format to Feeling
If manufacturers need to win again consideration, they need to cease asking “What format performs?” and begin asking “What resonates emotionally?”
Probably the most adaptive groups are already making that shift:
- Recognizing alerts earlier than they development. Trying to the sides of creator habits as a substitute of chasing what’s already saturated.
- Tapping into tradition, not simply routine. Contextual storytelling beats product placement each time.
- Prioritizing efficiency, not simply presence. It’s not about exhibiting up extra typically however about exhibiting up extra meaningfully.
That is the place Traackr’s VIT framework is available in. VIT measures the 4 levers that actually drive influence—Quantity, Affect, Frequency, and High quality—and turns them into actionable insights. As an alternative of simply reporting on what occurred, VIT explains why it occurred and easy methods to optimize for larger influence.
Who’s Rewriting the Playbook?
The manufacturers breaking via are proving that relevance > repetition:
- Rhode: Surged into the highest 10 magnificence manufacturers with simply 1% paid content material. Progress was powered by natural creator love, not media spend.
- Lululemon: Expanded past health, weaving into “day within the life” routines and cultural resets. This shift unlocked an 80% improve in TikTok creator quantity and a 23% raise in VIT.
- Poppi: Turned current creator affinity into cultural foreign money by exhibiting up at Coachella and the Tremendous Bowl. The model remodeled fan love into memorable storytelling.
Every of those manufacturers demonstrates the identical precept: audiences don’t crave extra, they crave that means.
This second isn’t nearly abandoning a drained format. It’s about redefining how magnificence earns consideration organically, persistently, and at scale.
Dive into the complete 2025 Beauty & Fashion Insights Report to see how one can rewrite your creator advertising playbook.
