GRWM Ball 2024: Everything You Need to Know About the Face Card Launch
The GRWM Ball on November 22, at the Okada Hotel Grand Ballroom was nothing short of magical and extravagant. From the moment guests received the whimsical scroll invitations, it was clear they were in for an unforgettable evening. With surprise guests of honor, jaw-dropping announcements, and a monumental product launch, the night was a celebration of beauty, empowerment, and community.
As a first-timer at the GRWM Ball, I was thrilled to experience this one-of-a-kind event and couldn’t wait to share all the dazzling moments that made it truly unforgettable.
The night was all about opulence and mystery, with guests dazzling in stunning gold and midnight black ensembles. The event wasn’t just a celebration of GRWM Cosmetics—it was a powerful reminder to own your story and embrace your individuality on your own terms. The masquerade theme beautifully symbolized the idea that behind every mask lies strength, confidence, and a beauty that’s uniquely yours.
Adding to the magic of the evening, Tiny Deluxxe delivered a breathtaking performance of This Is Me from The Greatest Showman. It was the perfect anthem for the night, leaving everyone inspired and ready to step into their own light.
GRWM Cosmetics may have only launched in 2021, but it’s already carved out a significant place in the local Filipino beauty scene. At the helm is CEO Mae Layug-Madriñan, who built the brand with a vision to revolutionize Filipino beauty by celebrating morena skin, championing inclusivity, and empowering every individual to feel their best. This strong foundation has propelled GRWM Cosmetics to become the beauty powerhouse it is today—an example of how passion, perseverance, and purpose can lead to incredible success.
Sustainability: GRWM x HMR Envirocycle
Sustainability has been a core value of GRWM Cosmetics since its launch, but finding eco-friendly solutions in the beauty industry is no small task—especially with the constant demand for new products. To address this, GRWM Cosmetics has partnered with HMR Envirocycle, an organization known for its innovative waste management practices and expertise in repurposing materials.
Through this partnership, GRWM is making it easier to responsibly recycle used beauty product packaging. It’s a step towards ensuring that beauty doesn’t stop at the individual but also considers the impact on our environment and society. Together, they’re encouraging more people to embrace sustainable practices in their everyday routines.
Animal Welfare: GRWM x Pawssion Project
GRWM Cosmetics takes pride in being PETA-certified, vegan, and cruelty-free—values that align closely with one of the brand’s core principles: advocating for Animal Welfare. But they’re not stopping at creating ethical beauty products; GRWM is making real, impactful contributions to the animal community through their partnership with Pawssion Project.
Founded by Malou Perez, Pawssion Project is a non-profit organization devoted to rescuing, rehabilitating, and caring for abused and neglected animals, with shelters in Bacolod and Bulacan. Their tireless efforts have resulted in over 2,000 rescues and more than 1,000 rehomed animals, making a significant difference in countless lives.
GRWM’s commitment to this cause was exemplified in the launch of their Pomelo Milk Tint, where 100% of sales—an incredible P1.6 million—was donated to Pawssion Project. This generous contribution helped fund a new animal clinic and several animal care initiatives. GRWM’s dedication goes beyond campaigns; even their office budget includes provisions for their own mar-kutings (feline office mascots). It’s proof that this brand truly walks the talk when it comes to animal welfare.
The Face Card Collection
And now for the monumental, in both impact and size, launch of The Face Card Collection! Celebrating our own unique beauty, this collection perfectly embodies ‘Beauty on your own terms’, featuring a fully customizable palette and a plethora of choices!
Heart Evangelista has officially been unveiled as the face of GRWM Cosmetics' new Face Card collection—a perfect match, as she truly embodies what it means to be a "Face Card." This collaboration goes beyond aesthetics, with Heart and GRWM Cosmetics sharing a commitment to self-expression, inclusivity, sustainability, and animal welfare. It’s a partnership that feels effortless and authentic, making it a dream team for the beauty community.
This highly anticipated collection boasts an incredible 238 pieces, all designed to mix and match, allowing you to create your ultimate Face Card Palette. Think of it as beauty meets creativity—if you’ve ever loved building with Legos, you’ll find assembling your own palette just as satisfying. Each piece snaps perfectly into the sleek, customizable palette, making it both functional and fun. Ready to explore every detail of this massive collection? Let’s dive right in!
This is the largest PR kit I have ever encountered for the largest collection launch I have yet to cover. But much like a toy that you can’t wait to play with, I dived into the Face Card collection headfirst so that you can make your decision for your custom palette before the launch. And I might not be the best at math but by my calculations there are over a quintillion number of ways to make a palette.
From T - B, L - R: Face Card Customizable Face Palette Case in Gold or Rose Gold (P499), Face Card Mini Customizable Face Palette Case in Gold or Rose Gold (P199)
The Customizable Face Card Palette
The backbone of the collection is the fully customizable magnetic palette. The large palette can fit up to 16 Shadowplay eyeshadow shades or four large pans of blush, highlighter, or base while the smaller palette fits up to four Shadowplay eyeshadows or one large iron pan. The palette comes in two colorways, the gold and rose gold. These are hefty and feel extremely luxurious. The snap closure and magnetic slots make it secure and perfect for taking your makeup on the go.
The Complexion Cream Collection
The Multiuse Complexion Cream (P199/5g) gives buildable coverage while being comfortable on the skin without feeling like a heavy mask. This formula feels like a putty foundation that can be applied with dabbing motions of a foundation brush and does not leave you feeling dry or cracked even after long wear. With twelve shades for a variety of skin tones and undertones you’ll be sure to find something for you.
The Multiuse Color Correcting Cream (P199/2g) was an astounding discovery for me as someone who did not color correct. I have sensitive skin that leaves me with redness and dark circles that I was able to correct with the green and orange color correctors. The multiuse color correcting cream is truly effortless and takes the guess work out of color correction. This comes in seven different shades that can be mixed and matched for your specific skin tone.
The Golden Hour Cream Bronzer (P249/5g) is a delicious cream bronzer that blends seamlessly on the face. This plays so well with the Complexion Cream and blended like a dream to liven up my face. As a morena girl I find that bronzer works amazing on my skin and even makes me skip blush on some days. With a cream to powder finish the Cream Bronzer comes in six shades for different skin tones and undertones.
The Powder Collection
The Bronzing Powder (P249/6g) goes hand in hand to set that Cream Bronzer but can also stand on its own if you prefer a powder formula. I find that a bronzer is an absolute must to bring warmth back into the face and liven up your skin. Bronzing also works to shape and sculpt the face bringing warmth to the areas of the face where the sun would naturally hit. Comes in five shades for that perfect sunkissed look.
The Sculpting Powder (P249/6g) is a cool tone powder that works to contour and sculpt the face for added dimension. Use this to contour the nose, cheeks, and jaw. The formula feels soft and the right shade gives a natural or defined look and comes in four shades to sculpt that face card.
The Brontour Powder (P249/6g) Powder is perfect for the person who can’t decide if they’re warm toned or cool toned. The versatile powder combines bronzer and contour shades in one, giving a more neutral tone than bronzer or contour. It comes in three shades for the best of both worlds.
Comparison of bronzer (top), brontour (middle), and contour (bottom). You can really tell the difference in undertone when placed side by side.
The face shaping powders also come pre-matched in the Shading Trios (P249/6g), a trio of powders that can be used to sculpt and highlight the face. This trio takes out a lot of the guesswork when it comes to building your palette and is perfect if the two shade mixes match with your skin tone. This is great to maximize your palette, and I’d love to see more shade mixes of the Shading Trio in the future.
The face would not be complete without doing your brows and the Brow Powder Trio (P249/2.8g) is perfect for filling and adding dimension with the three brow shades in one. I like to apply a lighter shade at the start of my brow and darkening as I reach the tail of the brow. These are soft powder formulas and not gel so you may want to apply a setting brow product first and then fill them in.
Powders & Highlighters
The Airset Matte Powder Fixer (P249/4.5g) is perfect for your on the go palette as it provides a matte finish and works to control oil making it perfect for a quick touchup. These are translucent powders that come in four shades for different skin tones so that you never have to look ghostly white after a touch up.
The Brightening Powder Duo (P249/6g) features two powders that brighten the face. This was a new product for me as I don’t usually use brightening powders but after this discovery, I think I might use them more often. Brightening powders are not to be confused with highlighters as these are used to enhance the complexion and look of the undereye and dark circles. Don’t be offput by the bright colors either as these go on sheer and are designed to mesh with your complexion products. It comes in three different shade duos for different tones and undertones.
Add even more dimension to the face with a Pressed Highlighter (P199/2.5g). Highlighter is meant to go on the high points of the face and can also be used to bring focus to our favorite features. The pressed highlighter formula gives intense radiance for a high-shine finish. Comes in five radiant shades that come in a half pan, allowing you to pack twice as much highlighter in one palette!
The Face Card collection allows for choice of your favorite highlighter formula by also offering Baked Highlighters (P249/5g). The baked highlighters have an ultrafine shimmer for a more natural glow from within look. Comes in three gorgeous shades.
Comparison of pressed highlighter (top) and baked highlighter (bottom). The baked highlighter is softer and velvetier with a more diffuse shimmer. While the pressed highlighter gives a stronger shine and glow.
The Soft Veil Finishing Powder (P299/7g) is a weightless light-reflecting powder that blurs and gives the face a soft-focus effect. A finishing powder is different from a setting powder as a finishing powder adds a final touch to your makeup with a formula full of light-reflecting particles while a setting powder locks makeup in place while controlling shine. The finishing powder comes in three photo ready shades for different skin tones.
Blush Collection
The Face Card collection would not be complete without blush! And we are absolutely spoiled for choice with five unique blush formulas each with their own unique range of colors.
First up is the Royal Flush Powder Blush (P249/6g), a familiar pressed formula for a natural flush and seamless blending. Comes in 18 shades with 8 brand new never seen before shades. If you already love GRWM blushes this formula is for you.
The Satin Cream Blush (P249/5g) is my favorite formula as I love the blendable and creamy feel. Th satin cream blush is a rich creamy formula that delivers high pigment and vibrant color. I think it works best with the cream complexion products in this collection for a seamless blush look. Vibrant shades that stand out are Poppy and Ubebe!
A new formula type for me comes in the form of Mochi Blush (P299/7.5g). A bouncy balance of cream and powder, this formula starts out creamy and dries down powder soft. If you want the creaminess of the Satin Cream but the dry down of the Royal Flush this formula is perfect for you. Highly pigmented, easy to blend, and buildable this delivers long lasting and vibrant color. Comes in nine bouncy shades.
Another favorite formulation of mine is the Baked Blush (P249/7g). A baked formula allows for a diffuse shimmer while still delivering pigment. This blush almost doubles as a highlighter with its natural glow. Comes in four delectable shades.
For a truly one-of-a-kind and unique shade you can reach for the Color Changing Lip & Cheek Balm Elixir (P249/4.5g). For when you can’t decide what blush or lip color to use, the product adapts to your skin tone and pH, developing into a dewy light to medium pink shade.
Blush comparisons. From top to bottom: Royal Flush Powder Blush, Satin Cream Blush, Mochi Blush, Baked Blush, Color Changing Lip & Cheek Balm.
Shadowplay Eyeshadow Collection
The eyes are the windows to the soul and the key to any face card. The eyeshadows in this collection come in five different types of shades and finishes, with some of these shades being a product of love and effort having been in development since as early as 2022.
Shadowplay Eyeshadows: Velvet Matte, Colorplay Velvet Matte (P149/1.3g)
The most exciting and largest part of the collection are the Shadowplay Eyeshadows. The Velvet Mattes are pressed eyeshadows that are buttery soft powders delivering full pigment without cracking. There are a whopping 39 shades of mattes for versatile looks.
On top of the Velvet Mattes, you also have the Colorplay Velvet Mattes, a collection of vibrant high-pigment powders perfect for creative looks. This collection of shades was especially dedicated to the drag community, acknowledging their contribution to the beauty scene and highlighting GRWM Cosmetics goal of championing inclusivity. Comes in 18 bright rainbow shades.
Shadowplay Eyeshadows: Frost, Metallic, Toppers (P149/1.5g)
If we have the mattes, we also have the Frosts. These shimmers give a vibrant high shine on top of gorgeous pigment. Perfect for endless glam and drama and as a shimmer girlie like myself my favorite of the Shadowplay. The Frosts come in 33 sparkling shades. Different from the glitter of the Frosts are the Metallics with their more uniform metallic sheen. The Metallics come in six shades and provide a whole different finish and dimension to an eyeshadow look. And like with the Velvet Mattes, the Frosts and Metallics are buttery soft and deliver tons of pigment without cracking!
Eyeshadow looks can be brought to an even higher level with a Topper for added dimension when the light hits your eyes. The five bright Topper shades are sure to finish off any look.
Another brand-new product from GRWM Cosmetics is the Color Lock Eyeshadow Booster (P349/4ml), a cream product that can be used as a base for eyeshadow to boost color and extend the longevity of your eye makeup. These primers give a tacky base that grip and enhance colors. Metallics and Frosts will look especially bright on top of the black eyeshadow booster.
Face Card Brushes
The collection isn’t all just blushes, eyeshadows and complexion products, they have also released three sets of brushes that are cruelty-free, composed of synthetic bristles while still remaining silky soft.
The Eye Brush Set (P999 / 7 brushes) is a seven-piece brush set, providing everything you need to blend, shade, detail, and groom for your daily eye look or a stunning glam work of art. And you never have to worry if you’re using the right brush because every brush is helpfully labeled.
G01 Powder Brush (P399), G02 Angled Powder Brush (P349), G03 Master Blending Brush (P349), G04 Angled Base Brush (P349), G05 Cheek Brush (P399), G06 Conceal & Correct Brush (P249).
The six face brush singles are perfect for curating your brush set and adding duplicates for your high use brush types.
The Mini Travel Brush Set (P1499/ 8 brushes) is a must have for achieving effortless make up on the go. Getting the Mini Brush set can also be a great way of getting a full face of brushes for a more affordable price. The mini brushes although small in nature still deliver the same power that their big brothers do!
And that’s everything in the humongous Face Card collection! This collection allows you to build your makeup on your own terms. Remove the clutter from your life and the fumbling of digging through individual makeup pouches and instead be able to reach for a handy palette. Because what’s more convenient than having your entire makeup look in the palm of your hand?
Cheat Sheets
So, 238 pieces is a lot to get through on your own, so GRWM Cosmetics has thankfully provided us with cheat sheets for our every need!
They’ve done the heavy lifting for us and have curated Complexion Palettes that they think work best on a variety of skin tones and undertones.
They’ve also gone ahead and curated Full Face Palettes, for the ultimate on-the-go makeup.
The minis also get a cheat sheet with eyeshadow quads for the perfect mix of mattes and shimmers.
My Face Card Palettes
I built two palettes, one with all cream products and the other with all powder.
My cream palette has everything I need for my base: the Multiuse Complexion Cream in shade Camel (upper left), Cream Bronzer in shade Barcelona (bottom left), Satin Cream Blush in shade Poppy (bottom right), and two Color Correctors (upper right) in shades Kiwi (top) and Tangelo (bottom).
My powder palette has everything I need to set and finish: Airset Powder Fixer in shade Pretzel (upper left), Baked Blush in shade Venus (bottom left), Soft Veil Finishing Powder (top right), and Baked Highlighter in shade Mayari (bottom right).
With the size of the mini palettes, I find them perfect for curating eyeshadow shades. My love for shimmer shadows is fulfilled with the abundance of Frosts, Metallics, and Toppers. Left palette: All Star Metallic (upper left), Approved! Topper (bottom left), Party Velvet Matte (bottom right), Gold Bar Frost (upper right). Right palette: Starstruck Frost (upper left), Goal-Getter Velvet Matte (bottom left), Wild Child Metallic (bottom right), and Whisper Velvet Matte (upper right).
My palettes will definitely be getting a workout for the holidays and I’m already hoping for an even bigger palette for my hoard of Frost eyeshadows!
Beauty on your own terms begins here. The Face Card Collection will be available starting November 29 (today). Collate your palette must-haves by grabbing your selection on Lazada, GRWM Cosmetics website, and Shopee.