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.
Aside from revolutionizing the Philippine beauty industry, Mae positioned herself to make sure to contribute to the well-being of animals.
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.
“And then, I promise to myself when I start a business, and the business goes well, we will rescue animals and we will find an organization to support,” said Mae.
GRWM’s headquarters in Cavite became a home of stray cats and dogs. They maintain their office to have stray feeders and bowls of water to somehow help homeless cats and dogs to find comfort.
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.
“So, last February, we launched the limited edition box for the shade pomelo. It’s our flagship product. What we made was 100 percent of the sales garnered from this product was donated to Pawssion Project. So, we were able to sell worth 1.6 million pesos. All of it were donated to Pawssion Project,” she added.
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.
The dream for Mae was actually to build a shelter for the homeless animals which became a reality through the project. But with the campaign, it enabled her to make that dream into a reality. She decided to create an open yard for new dogs, conduct a free spay and neuter initiative, and carry out a month-long stray feeding program.
“So, I’m so happy that through this project, we were able to build a clinic for the fur babies. And we’re planning to come back there hopefully this August or next month, September. So, they were to build a clinic to treat dogs and cats which are in need of treatment,” she continued.
After the campaign, Mae promised to stay true to their commitment in providing aid to more animals who are in need of care and comfort.
