Defining the News
When beauty vlogger Mae Layug began her cosmetic brand GRWM three years ago, she wanted her brand to become not just as a beauty line but also as a movement that aligns glamor with compassion.
GRWM, which stands for “Get Ready With Me”, employs eco-friendly packaging and sustainable sourcing practices. It actively supports animal welfare organizations and initiatives, donating a portion of profits to shelters and rescue programs that help abandoned and abused animals. In fact, early this year, her brand collaborated with the pet-focused foundation Pawssion Project by contributing P1.6 million from the sales of one of their popular products, the Multi-use Milk Tint in the shade Pomelo.
The donation became a way to sustain the lives of over 600 animals in its shelters in the provinces of Bulacan and Bacolod City. It also helped in building a clinic, a water tank, and a confinement area for all the rescued, abandoned animals.
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