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

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Jun 27, 2025•27 min

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Episode description

Thank you to BRITA for supporting the podcast, helping us keep our deep dives going, and, of course, keeping us hydrated! Check out BRITA here: ⁠⁠https://www.brita.com.au/turnonthetaste⁠

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

Please consider buying us a coffee or subscribing to a membership to help keep Centennial World's weekly podcasts going! Every single dollar goes back into this business🩷 https://buymeacoffee.com/centennialworld

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

Find our podcast YouTube channel here: https://www.youtube.com/channel/UC18HclY7Tt5-1e3Z-MEP7Jg

Subscribe to our weekly Substack: https://centennialworld.substack.com/

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