GRWM Cosmetics celebrates its 5th anniversary with the launch of Lip Couture, its first-ever refillable lipstick collection, and the limited-edition Face Card 6-Pan Palette of Pawssibilities and Power Gloss in the shade Cleo in collaboration with Pawssion Project, bringing together beauty, innovation, and purpose in one milestone campaign, “Year 5 With You”
More than a celebration, this moment is a tribute to the Goal Getters community that has shaped the brand since day one, reflecting GRWM Cosmetics’ journey from a single question into a growing movement rooted in inclusivity, self-expression, and meaningful impact.
Every purchase, every post, every story shared, you’ve all played a part in shaping what GRWM Cosmetics has become today. Over the past five years, The brand has consistently pushed boundaries, creating products that resonate with everyday Filipinos while staying true to its advocacy for sustainability and PETA-certified cruelty-free beauty.
The All-New Lip Couture: A Symbol of Power
Lipstick has always meant so much more than color. It is worn in moments of courage, in seasons of change, and in the thrill of becoming who you are meant to be. It is a quiet kind of power you carry with you, a legacy to pass on.At the heart of this milestone is Lip Couture, GRWM Cosmetics’ first-ever refillable lipstick. It has a comfortable velvet matte formula, applies with a silky smooth glide, and delivers an intense, high-pigment color.
The collection introduces a customizable, refillable case, offering a more mindful approach to everyday beauty while allowing users to switch and reuse packaging to match their style.
Enriched with lip-caring ingredients, Lip Couture keeps lips soft and smooth while maintaining hydration and protection against daily stressors.
Available in 20 inclusive shades and four refillable cases: Luster, Rosé Metal, Noir Metal, and Bronze Umber, Lip Couture blends performance with purpose in every swipe.
Lip Couture is designed with sustainability at its core. This refillable lipstick is designed to prove that beauty can be fiercely expressive and deeply mindful. Its refill system helps reduce single-use packaging waste, while the refill component is made with aluminum, one of the most recyclable metals, supporting easier recovery and reuse.
Available starting May 25, 2026.
SRP: P549 (case + refill) SRP: P299 (refill)
Net Volume: 3.5g
Beauty with a Purpose: Partnership with Pawssion Project
GRWM Cosmetics continues to stand firmly on its advocacy for animal welfare. Following a meaningful and successful partnership with Pawssion Project in 2024 and 2025, the brand deepens this commitment through a renewed collaboration that carries its mission of care beyond beauty.
As part of its 5th anniversary celebration, GRWM Cosmetics and Pawssion Project once again come together to launch a limited-edition collection that transforms beauty into action. This collaboration goes beyond product. It supports a cause at its core, with 100% of net proceeds from this collection to be donated to Pawssion Project toward building a dedicated shelter for rescued animals, a sanctuary where rescued furbabies can finally find their forever home.
“This partnership is deeply personal to us. It reflects what GRWM Cosmetics has always stood for, not just creating products people love, but creating impact that truly matters, ” shares Mae Layug, CEO and Founder of GRWM Cosmetics
The hero product of this collaboration is the Palette of Pawssibilities, a special edition of Face Card 6-Pan Palette Case. Featuring intricate patterns inspired by rescued furbabies and the Pawssion Project logo, the design celebrates care, compassion, and creativity, bringing together beauty and advocacy in one collectible piece.
SRP: P599
Complementing this is the return of Power Gloss in a limited-edition shade, Cleo, from the recent cat rescue of Ms. Mae, created to honor the partnership. Each swipe delivers a high-shine plumping gloss and a refreshing cooling sensation, while providing deep hydration through Jojoba Seed Oil, Meadowfoam Seed Oil, and Sodium Hyaluronate. The packaging features a laser-printed Pawssion Project logo on the cap. It serves as a subtle yet powerful reminder of the cause it supports.
Available only at Shopee, Lazada, TikTok Shop, Official Website, and Festival Mall starting May 25, 2026.
SRP: P399
Net Volume: 4.5ml
#ThisIsGRWMCosmetics
Five years in, GRWM Cosmetics proves that beauty is not just about products, it is about connection, purpose, and staying true to who you are. Year 5 With You is not just a celebration of how far the brand has come, but a promise of everything it is still becoming. As the journey continues, GRWM Cosmetics moves forward with a promise: to keep listening, to keep innovating, and to ensure that every voice from its community continues to shape what comes next in beauty.
“To Our Goal Getters, you were always part of the story. You showed up for us in ways we could never fully put into words. You are the reason we dared to dream bigger, the reason we kept choosing better. You did not just buy our products; you championed our cause. You wore our shades to your job interviews, your graduations, your first dates, and your quiet days of self-care. You helped us rescue our furbabies, recycle empties, and redefine what beauty looks like in the Philippines. And as you chase your own goals, build your own dreams, and become everything you are meant to be, know that we are right here with you. Growing. Cheering you on. Because GRWM was never just about getting ready. It has always been about showing up together,” shares Mae Layug, CEO and Founder of GRWM Cosmetics.
Founded in 2021, GRWM Cosmetics is a Filipino beauty brand dedicated to creating high-quality, innovative products that empower self-expression. Built on the values of inclusivity, integrity, and innovation, the brand continues to inspire individuals to confidently embrace their unique beauty.
Stay connected with GRWM Cosmetics through its official website at grwmcosmetics.com.ph, and on Instagram and TikTok at @grwmcosmetics.
0 Comments
Share your stories with me