Grwm

Claudia Lewis

GRWM critiques the influence of beauty content creators on platforms like TikTok and YouTube, where makeup tutorials and product hauls target young female audiences. This work questions the authenticity of influencers and exposes how their content often includes hidden advertisements, partnering with companies that pay young content creators for promotion. Replicating real ‘get ready with me’ videos by mimicking expressions and exaggerating beauty techniques, the work addresses the pressure on young girls to overconsume, perform and conform to unrealistic beauty standards. I aim to comedically dramatize the excessive use of products and motivate young women to question their own routines and attitudes towards the ‘advice’ of online influencers.