It starts so casually. A girl sits in front of her phone, ring light on, with her hair pushed back by a fluffy makeup headband. She goes “get ready with me for school except I’m running late.” You don’t plan to watch the whole thing but suddenly you check the time and you’ve been on the same video for 10 minutes.

That’s the power of GRWM videos. They look like nothing, just someone doing their hair and makeup and throwing on a cute outfit, but they’re actually one of the most effective videos on social media.

Psychologically, GRWM videos involve parasocial interaction. Even though you don’t know the creator, the format makes it feel like you do. They’re talking directly to the camera in a way that feels like you’re on FaceTime, in a soft casual way, sharing details about their life like school, work, or drama. This makes it feel like you’re almost friends.

There’s also routine intimacy. Humans are naturally interested in private, repetitive behaviors. So things like doing makeup, curling hair, and picking an outfit makes these moments feel natural and unfiltered.

From a marketing perspective, GRWM videos are basically a dream. They don’t feel like ads but they function like them. 

When a creator casually mentions using their favorite lip oil from Summer Fridays or the best moisturizer from Elf, you’re of course going to think about it and be inclined to buy. 

This taps into trust based marketing. Instead of convincing people through traditional advertising, brands rely on creators to build emotional credibility with viewers.

There is another aspect too- comparison. Watching someone get ready can trigger social comparison theory as you’re watching someone present themselves in a polished, put together way.

This makes you more likely to want to copy them so that you feel more “put together.”

GRWMs are perfect because they’re personal— but not too personal. Polished but not too polished, and informative while still emotional.

That balance is exactly what marketing thrives on. Because at the end of the day, GRWM videos aren’t really about getting ready.

They’re about letting people feel like they’re part of someone else’s life and imagining themselves in it too, which starts with buying the same products.