What started as a simple social media trend—creators showing their makeup routines, outfits, and morning preparations—is evolving into a powerhouse storytelling platform.
Get Ready With Me (GRWM) content is no longer just about cosmetic finishes. Creators are leveraging the time spent blending foundation or styling hair to dive deep into relationships, pop culture, and personal confessionals.
Now, Kenyan Hair and Makeup Artist Jonyhairandmakeup is taking the concept a step further with his upcoming show, I Am Glam, set to air on Vibe47.
From Tutorials to "Talk-throughs"
For years, GRWM content followed a predictable script: product placement, application technique, and the final "reveal." While educational, this format lacked the narrative depth that keeps audiences returning daily.
The shift toward conversational storytelling has turned the routine into a narrative vehicle. By treating the makeup application as a time-filler rather than the main event, creators are unlocking a "flow state" of communication.
This creates a casual, high-intimacy environment that traditional, formal talk shows often struggle to replicate.
The Creator as the Entertainment Network
By blending beauty expertise with audience-led drama, John isn't just posting a video—he is hosting a digital-age talk show where the makeup establishes the mood, but the human stories are the main event.
If successful, I Am Glam could pave the way for a new wave of hybrid lifestyle entertainment across East Africa.
The Future of Local Entertainment
As Kenyan digital creators continue to refine this format, we are likely to see a permanent blurring of the lines between social media vlogging and professional broadcasting.
When the makeup serves as the setting and the human experience serves as the main event, the result is a low-cost, high-engagement form of entertainment that speaks the language of a generation.
The next generation of Kenyan talk shows won't necessarily be filmed in high-rise studios—they’ll be live-streamed from a vanity, one story at a time.
