It was a stroke of genius when GRWM Cosmetics tapped professional makeup artist/social media personality/TikTok sensation Hajie Alejandro and his life/work partner Lenie Aycardo to conduct a masterclass using its products at the Beauty Convention 2025 held in the SMX Convention Center.
The country’s beauty playground showcased cosmetics, fragrance, hair care, and skincare products from leading brands sold in Look, SM Beauty, and Watsons. The 4-day event featured over a 150 brands with foot traffic estimated at 80 k. And the most visited booth? GRWM , of course (in this writer’s opinion)!
Perfect Attendance at The GRWM Masterclass
Last August 30 (3rd day of the convention), viral content creators Hajie Alejandro and Lenie Aycardo took center stage for a live demo/ beauty transformation that had the crowd enthralled for 30 minutes. (The pair shared that some transformations take hours — even days to complete). They were greeted with cheers and screams from an energetic crowd eagerly awaiting their segment. Lenie came in dressed as Rumi from Kpop Demon Hunters. Half of her face was already done while the other half was bare and ready for Hajie’s cosmetic magic.
“There are no rules in using makeup! Play with the colors, use lipliners on the eyes — be as creative as you can be.”
During the live demo, Hajie shared smart tips on how to create an anime look. The techniques could be applied even for everyday outings (just lessen the amount and layering). Some of the innovative ways in which cosmetics can be applied include:
- Drawing “new” lids using a lipliner (YES!) to make the eyes pop. Apply eye tape to open and make a deep crease before applying glitter. Use your ring finger to apply the glitter to allow for controlled and maximum coverage.
- Dab blush on on the apple of your cheeks so people will focus on the center of your face.
- Contour your lips!
- Set your makeup with GRWM’s setting spray for long lasting wear.
In my quick Q&A with the couple after the demo, Hajie shared his top three favorite products from the GRWM Cosmetics line: the Face Card palette (customizable and versatile/ can change the colors depending on the occasion), lip liner, and the medium peach color corrector which he swears he simply cannot do without.
Busy, Busy Beauty Booth
It was definitely a challenge getting inside GRWM’s beauty booth. So many guests just had to get their hands on the fast selling items from the popular local cosmetics line!
The Booth Experience had interactive stations (fun challenges that let visitors win GRWM items), testing areas (so guests can test their favorites and new drops) , and a photo booth zone (your every beauty moment captured!). The best part? Ridiculously low prices and discounts– we loved the Buy 3 products for the price of one!
Beauty for a Cause
GRWM also brought their sustainability partnership with HMR Envirocycle Philippines to the fore. Guests were encouraged to drop empty GRWM containers, boxes in the official HMR bin so they can receive a limited edition LipBooze in the shade of “Hope.”
What a super fun event #BeautyCon2025 was! Congratulations GRWM Cosmetics!
We can’t wait for the next one!
With a pocketful of glitter,
