GCWM: The Routine Before GRWM
GRWM — Get Ready With Me — has become one of the most consumed content formats on the internet. Millions of videos. Billions of views. Entire careers built around the ritual of getting presentable for the world. But here's the question no one in that space is asking: What about getting clean? Not ready. Not put together. Actually, genuinely, biochemically clean.
GCWM: The Routine That Fills the Gap
Get Clean With Me is not a replacement for GRWM. It is what GRWM assumed was already handled. It is the foundation — the step that makes everything else on top of it mean something.
A GCWM routine is not complicated. It is intentional. It is the choice to treat personal hygiene with the same seriousness we give skincare, haircare, and every other wellness category that has been elevated over the past decade. It is certified organic ingredients. A botanically formulated foam. Deionized water. No harsh chemicals. No pipes clogged. No installation required.
It is the part of your routine that travels with you, works anywhere, and addresses the one area of the body that has been quietly, collectively overlooked — not out of laziness, but because no one built a product worthy of the moment. Until now.
Clean starts from the bottom up.
The Bigger Picture
GRWM is about presentation. GCWM is about health. The clean girl aesthetic has dominated wellness culture for years, but true cleanliness has never been part of the conversation — because the product to support it did not exist in a form that was accessible, effective, and worth talking about.
That is changing. And the conversations happening around hygiene, ingredient transparency, and what it actually means to take care of your body are exactly the ones that make GCWM not just a content format, but a genuine cultural shift.
Consider this our first entry. More GCWM is coming — morning routines, gym recovery, travel prep, and everything in between. Follow along at @buttchampagne on Instagram and TikTok.
SOURCES
1. Rose George, via VICE — "Let's Be Real: Americans Are Walking Around With Dirty Anuses"
2. SATU Laboratory / Pollfish (2022) — "Half the US Population Walking Around With Dirty Bottoms, Study Finds"
3. Kohler Consumer Study, via VICE — 53% of Americans unwilling to use a bidet
4. National Kitchen and Bath Association Research, 2015 — bidet request data via VICE