Watching Tag

In a digital beauty landscape often defined by short-lived movements and passing trends, the “Get Ready With Me” video — commonly abbreviated to “GRWM” — has found unique longevity. The pared-back video style was pioneered by beauty influencers including Michelle Phan, Jaclyn Hill and Jackie Aina within the early 2010s on YouTube, offering audiences a chattier and lengthier alternative to the simple makeup tutorials that dominated the space on the time. “‘Get Ready With Me’ was not a term I heard until I had been on YouTube for several years — really, I used to be just talking to a camera and doing my makeup,” said Jaclyn Hill, a former MAC Cosmetics makeup artist who shot to YouTube fame in...