Daily Tribune‘I have seen gaps in the Filipino market that I wanted to fill in. I’ve done market studies and I noticed that a lot of Filipinas with medium to tan skin tones aren’t able to find their shade in the local beauty market.’
MAE Layug
PHOTOGRAPHS COURTESY OF grwm
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“Beauty is personal,” that’s what Mae Layug-Madriñan told DAILY TRIBUNE, and it’s the heart of everything her local cosmetics brand stands for.
“Our preferences for beauty are like fingerprints. What’s beautiful for me isn’t beautiful for others. That’s why we have so many shades and formulas — because we all want different things.”
Her remarks perfectly captured the essence of modern-day Filipino as beauty changes, develops, and is unique to the wearer.
Beauty on your terms
Many people are still discovering what beauty means to them because it doesn’t have many strict definitions. Since you are the only one who can define it according to your own standards, that is precisely where makeup comes in. The message is straightforward: it’s time to accept the way you look, the shades you select, and the version of beauty that most closely resembles you.
Mae Layug, CEO and founder of GRWM (Get Ready With Me) Cosmetics, opened the brand’s first-ever big pop-up store in the South at Festival Mall in Alabang, making it the new destination for beauty lovers.
The launch marks the turning point for the local label, which has evolved from a small start-up to a cult favorite among Filipino “Goal Getters,” all while remaining true to Mae’s idea that beauty should adapt to the consumer, not the other way around.
The pop-up, which debuted in December 2025, is a joyous, immersive venue that embodies Mae’s ideology. Every area is intended to help buyers better understand themselves, from discovering new collections to participating in holiday-exclusive bundles and environmental programs.
Even the interactive stations and handpicked gift packages reflect her mission: to make beauty education accessible and to give everyone the freedom to explore with what works best for them.
The CEO of a beauty firm has long been dedicated to changing the perception and representation of Filipino beauty.
She said, “I have seen gaps in the Filipino market that I wanted to fill in. I’ve done market studies and I noticed that a lot of Filipinas with medium to tan skin tones aren’t able to find their shade in the local beauty market. Whether it’s a makeup base or a colored product, I believe that everyone deserves to find a shade that complements their skin tone and undertone. I also noticed how important it is to educate the market about cosmetics products so that they would understand on how they can maximize their purchase. In this economy, makeup is a luxury and I keep it in our mind that the Filipino market deserves a good quality and safe-to-use products.”
This idea, which is strongly anchored in inclusivity, accessibility, and the reality of Filipino skin tones, informs every collection that the cosmetic business makes. Even the brand’s environmental and ethical standards stem from the concept that beauty should be intelligent and intentional, allowing people to express themselves without compromising their principles.
Inside the pop-up, shoppers can explore the full lineup, including the All About That Base Volume II Collection led by the Daily Skin Tint in three sizes, the Limited Edition Face Card Holiday Collection making its physical debut with its customizable 6-pan palette, and a range of holiday bundles featuring bestsellers and new releases perfect for the season. Each product, every shade, every new drop is rooted in Mae Layug’s belief that beauty choices should reflect, “beauty is personal.”
