On TikTok, Joce Yang is not one to do a GRWM the usual way.
Instead, she finds more fun in delivering her followers a grwm—the acronym, compressed into a single, sped-up word, complete with an exaggerated roll of the tongue on the letter R. Grrooom—not GRWM—is the trademark, and there’s something so tongue-in-cheek about transforming a familiar acronym into her own moniker, one that has turned out to be the most recognizable parts of her beauty journey. It’s a small detail in the larger picture of @jocelynjx, the TikTok account where Yang has amassed more than 600,000 followers with her makeup tutorials, beauty recommendations, and well-loved Douyin-inspired looks—but it does speak to the way she approaches beauty. Whether she’s doing an event glam, a 10-minute makeup challenge, or an everyday look: there always has to be a little fun and personality in it, otherwise, it just wouldn’t be Joce.
Funnily enough, though, nothing about her background could have predicted a full-time career in content creation. While finishing her degree in Industrial Engineering, De La Salle University’s lack of a dress code meant she could have fun with what she wore to school, so she started documenting her outfits through fit checks. She tried bringing that same idea into a GRWM with a no-talking makeup tutorial, walking viewers through the products she actually wore to class. That was the video that started drawing people in. “I think that’s what people like about my content—it’s relatable,” she tells Allure Philippines. “It’s like something that they can relate to while seeing themselves do it as well.”
These days, Joce’s TikTok has a little bit of everything in it: beauty, travel vlogs, unboxings, and the occasional life update. In this Allure Philippines exclusive, she takes us through her earliest beauty memories, career decisions, and little quirks that make up her world online.
What were you doing before being a content creator?
I was in college doing my thesis and doing my OJT as well. Oh, you guys are going to be surprised. I was [in] industrial engineering for college. My thesis was about the user experience of GrabPH—the transportation application—its UX and UI.
During my thesis— actually, guys, fun fact! I wasn’t doing makeup before.
I was doing fashion content. I was doing fit checks because I loved dressing up for school because we didn’t have a dress code in DLSU. So, I would document my outfits, and I would just post them on my TikTok account. Then I tried to get ready with me without talking; I just put on background music, then I did get a GRWM for school, and that’s what blew up.
I think that’s what people like about my content—it’s relatable. It’s like something that they can relate to while seeing themselves do it as well.
Your earliest memory of loving beauty.
I think my earliest memory of loving beauty, well, not really love, but like getting intrigued about makeup is when I was unpacking my mom’s makeup pouch. I was like, oh, what’s this? And then that’s when I got interested in doing my makeup as well.
The first makeup product you loved.
I can’t remember, but I remember loving the very first lippie that I really loved because when I go to school, I don’t [like] wearing heavy makeup. I just want a no makeup-makeup look, so my mom bought me the Dior Tinted Lip Balm. That’s what I applied every day for a no makeup-makeup look.
So what was your very first beauty post on your channel?
Get ready with me for school. It was just my actual makeup routine for school, and I was just showing each product that I used, but I wasn’t talking in the video. I was just showing the product and then doing each step. And then like, final look!
The video or post that changed everything.
What I remember is first is the GRWM for school. Second, I was exploring makeup, so I did an unboxing of new makeup products that I bought from this makeup brand called Flower Knows.
A risk you took that paid off.
It’s actually choosing to do content creation full-time after I just freshly graduated, instead of going corporate. It was a hard decision but it was a risk that was worth it.
A moment you almost quit, but didn’t.
It was actually when I took a two-week break after my very public breakup. And also after getting burnt out from all the work and projects.
Describe your beauty content in three words.
Soft, fun, and authentic.
One word that defines your trademark video?
Douyin!
What keeps people coming back to your page?
I think it’s my humor.
Kim Santos
How would you describe your humor?
GRWM! (pronounced groom.)
Dewy or Matte?
Matte. I’m a very, very matte girly because I’m very, very oily.
Full glam or no-makeup makeup?
No makeup, makeup.
3-step routine or 10-step routine?
3-step routine. Concealer, powder, brows. And lip balm—a tinted lip balm.
Any product recommendations?
For concealer, the Nars Radiant Creamy Concealer. Honestly, any product works as long as it’s a skinny eyebrow pencil. And then powder, I also love the Nars Light Reflecting Setting Powder. For tinted lip balm, I have a lot; but on top of my mind is the Dior lip balm.
Three-step skincare routine?
Three step skincare routine. Less is more!
Morning skincare or nighttime skincare?
Nighttime skincare. For a product, it’s called the Heveblue Moisturizer. I have very sensitive skin and I break out a lot, but I found that that product really calms my skin and lessens my breakouts.
Short hair or long hair?
Long hair. When you have long hair, you just get to explore a lot of different hairstyles. So that’s what I love about having long hair. I get to try different styles and endless possibilities.
Air dry or heat styling?
Heat styling.
Bar soap or body wash?
Body wash. The one from L’Occitane, it’s the Almond Oil Wash—it smells so good. After you take a shower, you just feel like you’re reborn.
Kim Santos
Hand cream or body butter?
Body butter.
A layer of scents or one fragrance only?
One fragrance only.
If you could describe your scent, what would it be?
Clean and fresh. It makes me feel good. I feel fresh. It makes me feel like I just showered even if I didn’t shower yet.
If you could pick one perfume to represent that, what would it be?
Replica—Lazy Sunday Morning.
Spray scent on skin or on clothes?
On skin. I actually spray a lot—I spray on my neck, I spray on my shoulders, I spray on my wrist, I spray here on the chest area, but that one, on the clothes na.
Resting or active performance?
Resting. I sleep, I take a nap. I watch K-drama. I make my matcha, and I just chill.
So coffee or matcha?
Matcha!
Frequently Asked Questions
Joce Yang is a Filipino beauty content creator with over 600,000 TikTok followers at @jocex, known for makeup tutorials, Douyin-inspired looks, and her trademark “Grrooom” GRWM videos that blend humor with practical, relatable beauty routines.
Before content creation, Joce Yang studied Industrial Engineering at De La Salle University, with a thesis on the user experience of the ride-hailing app Grab. She began posting fashion fit checks and no-talking GRWM videos while finishing school.
“Grrooom” is Joce Yang’s signature spin on GRWM (get ready with me), spoken as a single, exaggerated word. It has become her trademark, reflecting the playful, tongue-in-cheek humor that defines her beauty tutorials and everyday content.
Joce Yang recommends the Nars Radiant Creamy Concealer, the Nars Light Reflecting Setting Powder, a tinted lip balm like Dior’s, and the Heveblue Moisturizer for sensitive, breakout-prone skin, alongside a skinny eyebrow pencil for filling in brows.
After graduating with an Industrial Engineering degree, Joce Yang chose to pursue content creation full-time instead of taking a corporate job. She calls it a difficult but worthwhile risk, crediting relatable, personality-driven content for her page’s growth.
