From Shaaanxo to Alix Earle: How The GRWM Video Became So Iconic

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This episode is an exploration into the history and impact of the GRWM genre of content— from beauty YouTube to TikTok storytimes.

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Timestamps:

00:00 BRITA sponsorship

00:38 Intro

3:00 The origins of the GRWM: Shannxo & Jackie Aina

6:18 The evolution of the GRWM: From educational to personality-driven

7:48 How TikTok changed the GRWM

9:18 Alix Earle & the GRWM

12:26 Impact of GRWM: Purchasing

15:25 The darker impact of GRWM content

19:49 Why we love the GRWM: Self-expression

21:45 Oversharing in GRWM

23:51 Memes & thirst-trapping

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