Why Fashion GRWMs Feel Like Daily Therapy

Once upon a time, after a long day, winding down meant opening a book, going for a walk, journaling, or turning on a comfort show before bed. And while all of that is still completely valid (and necessary), for a lot of us, something else has quietly slipped into our nightly routine. Today, tucked up in bed, phone glowing, scrolling through TikTok has become therapy for a whole new generation. 

Now, listen—I’m not here to defend mindless doomscrolling. But I do understand why so many of us find comfort in fashion and beauty get-ready-with-me (GRWM) videos. There’s something deeply soothing about watching someone exist in their own world of dress-up, skincare, and outfit planning, casually talking through their day. Honestly? It feels like FaceTiming a friend while they get ready for a night out and unpack their inner thoughts. It’s low-effort connection.

GRWMs sit at the intersection of fashion and feeling. They’re not just about the outfit or the product; they’re about routine, ritual, and reassurance. Watching influencers—who still feel in touch with reality (well, at least to us!)—slowly apply their go-to lip liner or choose an outfit in a bedroom that mirrors our own feels deeply familiar and comforting.

For me, seeing influencers on TikTok play dress-up and choose a cute outfit for simple moments—running errands, going to the grocery store, even a dentist appointment—reminds me that there’s beauty in the mundane. Wearing the clothes you love doesn’t always need a reason. Life itself is the occasion.

Truthfully, I think fashion GRWMs are great—until they become wrapped in consumption, performance, and comparison. But I also believe that so many of Gen Z and younger generations find comfort in these videos because, in a hyper-curated and polished social media world, they feel human. Strangers online ramble, overshare, complain, and dream out loud while casually putting us onto their favorite thrift and fashion spots. It feels less like content and more like company. Perfection for the girls who love yapping and fashion alike.