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Alexis Jacobo’s get-ready-with-me (GRWM) routine takes three hours. If you are one of her 1.29mn YouTube subscribers, perhaps you have watched the highlights. At 7pm, she runs a bath.

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When self-improvement is reduced to one type of routine – and shared by people ... the rise of ‘get ready with me’ (often shortened to GRWM) videos has snowballed online.