Manila, Philippines, May 2026 — GRWM Cosmetics celebrates its fifth anniversary with the launch of Lip Couture, its first-ever refillable lipstick collection, alongside the limited-edition Face Card 6-Pan Palette of Pawssibilities and Power Gloss in the shade Cleo, created in collaboration with Pawssion Project. Through its milestone campaign, “Year 5 With You,” the Filipino beauty brand brings together beauty, innovation, sustainability, and purpose in one meaningful collection.

More than a celebration, this milestone pays tribute to the Goal Getters community that has shaped GRWM Cosmetics since day one. It reflects the brand’s journey from a single question into a growing movement driven by inclusivity, self-expression, and meaningful impact.

Every purchase, post, and story shared has helped shape GRWM Cosmetics into the brand it is today. Over the past five years, the brand has continued to push boundaries by creating products that resonate with everyday Filipinos while staying true to its commitment to sustainability and PETA-certified cruelty-free beauty.

The All-New Lip Couture: A Symbol of Power

Lipstick has always represented more than just color. It empowers moments of courage, marks seasons of change, and reflects the journey of becoming who you are meant to be. More than a beauty essential, it carries a quiet kind of power—one that becomes part of your story and a legacy worth passing on.

Embodying this philosophy, Lip Couture takes center stage as GRWM Cosmetics’ first-ever refillable lipstick. Designed for both performance and sustainability, it features a comfortable velvet matte formula that glides on effortlessly while delivering rich, high-impact color with every swipe.

The collection introduces a customizable, refillable lipstick case that offers a more mindful approach to everyday beauty, allowing users to mix, match, and reuse packaging to suit their personal style. Infused with nourishing lip-care ingredients, Lip Couture keeps lips soft, smooth, and hydrated while helping protect them from everyday 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 champion animal welfare through its long-standing advocacy. Following its successful partnerships with Pawssion Project in 2024 and 2025, the Filipino beauty brand further strengthens its commitment with a renewed collaboration that extends its mission of care beyond beauty. Through this partnership, GRWM Cosmetics continues to use its platform to support rescued animals while inspiring its community to create meaningful impact with every purchase.

As part of its fifth anniversary celebration, GRWM Cosmetics reunites with Pawssion Project to launch a limited-edition collection that transforms beauty into meaningful action. More than a product collaboration, this initiative reinforces the brand’s commitment to animal welfare by donating 100% of net proceeds from the collection to Pawssion Project. The funds will help build a dedicated shelter for rescued animals—a safe sanctuary where rescued furbabies can heal, thrive, and ultimately find their forever homes.

“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.

Special Releases

Leading the collaboration is the Palette of Pawssibilities, a special-edition Face Card 6-Pan Palette Case. Featuring intricate artwork inspired by rescued furbabies and the Pawssion Project logo, the collectible design embodies compassion, creativity, and care while seamlessly bringing beauty and advocacy together in one meaningful piece.

SRP: P599

Furthermore, complementing the collection is the return of Power Gloss in the limited-edition shade Cleo, inspired by one of Ms. Mae’s recent cat rescues and created to honor GRWM Cosmetics’ partnership with Pawssion Project.

Not only does each swipe deliver a high-shine, plumping finish with a refreshing cooling sensation, but it also deeply hydrates the lips with Jojoba Seed Oil, Meadowfoam Seed Oil, and Sodium Hyaluronate. Meanwhile, the cap features a laser-printed Pawssion Project logo, serving as a subtle yet meaningful reminder of the cause behind every purchase.

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 continues to prove that beauty extends far beyond products—it thrives on connection, purpose, and staying true to who you are. More importantly, Year 5 With You celebrates not only the brand’s journey so far but also the future it continues to build alongside its community.

As GRWM Cosmetics embarks on its next chapter, it reaffirms its commitment to listening, innovating, and empowering its community to help shape the future of 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. Goal Getters 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. Goal Getters 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.

GRWM

Founded in 2021, GRWM Cosmetics is a Filipino beauty brand that creates high-quality, innovative products designed to empower self-expression. Guided by the values of inclusivity, integrity, and innovation, the brand continues to inspire individuals to embrace their unique beauty with confidence.

Stay connected with GRWM Cosmetics through its official website at grwmcosmetics.com.ph, and on Instagram and TikTok at @grwmcosmetics.

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