The New Chapter: Heart Joins GRWM Cosmetics Family

Everyone knows Heart, and almost everyone looks up to her—may it be in her impeccable fashion sense, lifestyle, beauty choices, and even her love for animals. Heart Evangelista has become a leading actress and a global fashion icon. Indeed, her influence is beyond her Instagram life.

As she graced GRWM Ball 2024 last November 22 at Okada Manila, this partnership not only means a new face of GRWM Cosmetics but also builds a deep personal connection as it resonates with Heart. Self-expression, inclusivity, sustainability, mental health, and animal welfare—these are what GRWM Cosmetics’ commitment is—a standout local beauty brand that is setting apart in the Filipino beauty industry.

“It is a pleasure to be part of GRWM. I was genuinely moved by their innovative approach to beauty, inclusivity, especially their commitment to animal welfare, and our shared goal of empowering Filipina beauty.” Heart says.

Two powerful women working together to make a difference in the world through a shared advocacy exemplify the strength and influence of girl power. Heart is one of the most influential and known for her beauty and compassionate heart, has been an unwavering voice for animal welfare, lending her support to various campaigns of PAWS (Philippine Animal Welfare Society). Mae Layug-Madriñan, the CEO, President, Chief Product Officer, and Chief Marketing Officer of GRWM Cosmetics, a passionate advocate for animal welfare and sustainable practices, has been a driving force behind numerous initiatives to promote animal welfare.

“Our shared passion for animal welfare creates a powerful alliance, driving change and inspiring everyone to make a difference.”

 – Mae Layug-Madriñan

Both Heart and Mae radiate girl power in championing causes that make a positive impact on the world. Their dedication and love for animals aligns together: to empower individuals to express their unique selves and contribute to the well-being of animals and the environment.

Introducing the Face Card Palette: Your Personal Beauty Playground

Mae Layug-Madriñan, the CEO, President, Chief Product Officer, and Chief Marketing Officer of GRWM Cosmetics, continues to revolutionize Filipino beauty, celebrating morena beauty, and embodying inclusivity and empowerment through her products. GRWM Cosmetics introduces their mega collection “Face Card” at the most-awaited GRWM Ball 2024.

Imagine a makeup face palette as unique as you are.  This innovative case is not just a palette; it’s your personal beauty playground. The Face Card Palette lets you easily customize your perfect palette with the convenience of strong magnetic slots, effortlessly swap pans to suit your mood or occasion, allowing you to create endless looks. Moreover, crafted with premium materials, the Face Card Palette is your daily companion for elegance or this might be your ultimate weapon for artistic expression.

Embrace your creativity with the Face Card Palette, where simplicity meets limitless YOU.

NEW! COLOR LOCK EYESHADOW BOOSTER

One of the GRWM Cosmetics’ latest releases: the Face Card Color Lock Eyeshadow Booster. These eyeshadow primers are formulated to intensify and further prolong the vibrancy of your eyeshadow colors from day to night, providing a smooth, tacky base that grips colors for longer wear.

With this booster, your colors will stay vivid and provide less crease for eyeshadow application, also giving you a lasting and stunning look with the Color Lock Eyeshadow Booster.

GRWM COSMETICS PARTNERS WITH HMR ENVIROCYCLE

“We believe that little by little, every effort counts. Our advocacy for sustainable practices reflects our deep care for the beauty of our environment and the future of our society.” Germain Peñaflor, Brand Manager

With GRWM’s commitment to sustainability, they recognize the urgent need to address product waste and are taking further steps toward practicing sustainability. By announcing their partnership with HMR Envirocycle, an organization accredited by the Department of Environment and Natural Resources (DENR) in the Philippines, renowned for its innovative waste management techniques and expertise in repurposing materials. Moreover, this partnership serves as a solid testament to making a meaningful impact in sustainable beauty.

“We believe that true beauty extends beyond our products; it encompasses our responsibility to the environment and the communities we serve.” GRWM Cosmetics is now collecting used beauty bottles, pans, and others to pave the way for responsible disposal and recycling practices starting this December at their flagship store: 2.15 Coffee x GRWM Cosmetics – Molino 3 Branch. They are encouraging everyone to return their empty products to help create a greener environment that not only reduces waste but also inspires everyone to take a step. Participants will also be treated to discounts in- store for participating in the initiative.

GRWM Cosmetics has plans to expand the initiative to further amplify their mission and message of sustainability. For more information and details about the launch, as well as how to participate in the initiative, please visit GRWM Cosmetics’ official social media accounts for updates.

Face Card Collection will launch this November 29,2024 on GRWM Cosmetics’ e-commerce platforms. The products will soon launch in Watsons stores.

For more updates, please visit GRWM Cosmetics social media accounts.