"Get Ready With Me" videos took the social media world by storm, with creators inviting viewers into their personal routines as they prepared for their day or a special event. At its peak from November 2023 to June 2024, GRWM content averaged an impressive 177,000 mentions across social platforms monthly. The format was simple yet intimate: creators would showcase their makeup application, outfit selection, and personal anecdotes in a format that felt both aspirational and accessible.
But as with many viral trends, what goes up must eventually come down. Our data suggests the GRWM trend is now in steady decline, with engagement dropping and audience interest waning. Through careful analysis using Infegy Starscape's social listening capabilities, we've pinpointed three key factors contributing to this decline: decreasing overall engagement, diminishing interest from fashion enthusiasts, and a critical shift away from the makeup focus that originally made the trend so popular.
To understand the complete lifecycle of the GRWM trend, we leveraged Infegy Starscape's advanced AI to analyze millions of conversations, emotions, themes, and sentiment indicators across social media platforms. Our comprehensive dataset spans five years of digital conversations, from February 13, 2020, to February 21, 2025, providing visibility into how this trend evolved and why it's now losing steam.
This AI-powered approach allows us to go beyond surface-level metrics, diving deep into the contextual nuances that shaped audience reception throughout the trend's lifespan.
The GRWM format wasn't new to 2023, but something changed in January of that year that caused mentions to skyrocket. What began as a modest increase in early 2023 transformed into a cultural phenomenon by mid-year, with continued growth through May 2024.
Mainstream recognition followed quickly, with major publications like Vogue, Refinery29, and The New York Times publishing features on the trend between November 2022 and 2024. "People love feeling like they’ve got a tip from a friend when it’s actually a celebrity sharing it with everybody," noted The Guardian in an October 2023 article.
What made the trend so powerful at its peak was its product-centric nature. Early GRWM videos showcased specific makeup items, clothing brands, and beauty techniques. This focus created natural opportunities for brand integration and authentic product discovery. Viewers weren't just watching someone get ready—they were seeking inspiration and product recommendations from creators they trusted.
Since reaching its peak in mid-2024, the GRWM trend has experienced a steady decline, losing tens of thousands of mentions month over month. Our data indicates that by early 2025, engagement levels had fallen nearly 40% from their peak.
What happened? Our analysis points to a fundamental shift in content focus. As the trend matured, creators began emphasizing personal anecdotes and lifestyle elements over the actual getting-ready process. While seemingly minor, this pivot had major implications:
1. Product focus diminished: When makeup application and product recommendations took a backseat to personal storytelling, audience interest from beauty enthusiasts began to wane.
2. Oversaturation occurred: As more creators adopted the format, distinctive content became harder to find, leading to audience fatigue.
3. Engagement stagnated: Despite more creators joining the trend, average engagement per post declined significantly, suggesting diminishing returns on the format.
Our data visualization clearly illustrates the trend's trajectory:
Figure 2: Line graph showing the rise and fall of GRWM trend (February 2020 through January 2025); Infegy Social Dataset.
This graph reveals both the dramatic rise and the subsequent fall of the trend over time, with the decline phase now firmly established.
Even more telling is our analysis of content creator interests throughout the trend's lifecycle:
Figure 3: Bar chart displaying shifting creator interests during the GRWM trend lifetime (February 2020 through February 2025); Infegy Social Dataset.
This visualization demonstrates how creator interests shifted away from makeup and beauty products toward lifestyle content and personal storytelling—correlating directly with the decline in audience engagement.
Brands can extract valuable insights from the GRWM trend's trajectory:
1. Stay true to core value propositions: The GRWM trend began to decline when it strayed from its initial focus on beauty products and techniques. Brands should remember what attracts consumers to their content in the first place and maintain that core value even as they evolve.
2. Monitor engagement, not just creator adoption: More creators participating in a trend doesn't necessarily mean continued success. Track engagement metrics to understand when audience interest begins to plateau or decline, allowing for timely strategy adjustments.
3. Look for authentic integration opportunities: The most successful phase of the GRWM trend featured authentic product integration. Brands should seek content formats where their products serve a genuine purpose rather than feeling forced or peripheral.
The GRWM case study demonstrates why data-driven analysis is essential for understanding trend impact and trajectory. Health and beauty brand strategists and advertisers who leverage social listening tools gain critical insights that help them identify not just what's trending today but why certain trends resonate and how long they might last.
More importantly, social listening helps brands maintain sight of what made trends popular in the first place—essential knowledge for developing sustainable content strategies rather than chasing fleeting viral moments.
By utilizing tools like Infegy Starscape, brands can dissect emerging trends, understand audience receptivity, and make more informed decisions about where to invest their marketing resources.
Ready to gain deeper insights into your industry's trends? Check out our demo to see how Infegy Starscape can transform your brand strategy through advanced social listening.