‘Heart was impressed with the passions of Mae and GRWM.’
Product endorsements are essential to both the brand and to the celebrity. For the brands, having a celebrity endorse their products or services can give bigger exposure and boost sales. For the celebrity, endorsements increase their presence and credibility.
In the case of Get Ready With Me (GRWM) Cosmetics and their celebrity endorser Heart Evangelista, the partnership is a meeting of minds and hearts.
The relationship began when makeup artist Ghil Sayo gave Heart a GRWM brow gel. The actress liked it, and this led her to trying other GRWM Cosmetics products. “I first started with the brow gel, and I fell in love with their eyeliners,” Heart said about GRWM at a media conference. “I cannot live without a good, nice lifted liner. So I love how they came up with different measurements, different kinds…” she added.
When CEO Mae Layug-Madriñan found out that Heart was pleased with the GRWM browlift (and eventually their other products), she and her team were ecstatic. “Talagang nagbunyi kami sa buong company. We were so happy!”
Partnering with Heart was the logical next step. As Mae explained, “(Siya) ‘yung nakita namin na very, very close to our advocacy. And we share the same values as well, and the love for makeup. Sabi kong ganyan, ‘I want someone ‘yung mahilig sa makeup.'”
Aside from makeup and beauty, GRWM’s other advocacies also include the environment and animal welfare. The company has recently launched a packaging recycling initiative and, since its inception in 2021, has been actively donating part of their profits to animal shelters and animal welfare groups like the Philippine Animal Welfare Society (PAWS).
Heart is known to champion animal rights; she uses her celebrity status to promote pet adoption and save animals in distress. Similar to Mae who is taking care of countless stray cats, Heart is a pet lover. The actress has several dogs, one of which is her beloved “asong Pinoy” (aspin) Panda.
Heart was impressed with the passions of Mae and GRWM. She said, “You know, to give back to the society, to the animals, to the ones that don’t have a voice… nakakatuwa,”
Moreover, the actress and animal advocate found Mae’s entrepreneurial journey inspiring. Mae, a licensed nurse, created makeup tutorials videos on YouTube before establishing GRWM in 2021. In just three years, Mae’s business is thriving with a full line of makeup products, stand-alone stores and strong online/ e-commerce presence.
Heart said that Mae’s life gives hope to anyone who has been discouraged. She reiterated, “That’s why I had to say it again, na anybody can do it… Ang pag-YouTube ni Mae, ang pagtiyatiyaga niya, may narating… If you love something, no matter what they say, you carry on, it will lead you somewhere.”
