Michelle Phan Unveils Em-Cosmetics, A Makeup Brand Entirely Inspired By Her YouTube Community

This week, YouTube beauty guru Michelle Phan launched her own cosmetic line, Em Michelle Phan, with L’Oreal. The line features over 250 products including 36 shades of eyeshadow, blush and lipstick themed around life moments such as “Love Life,” “Day Life,” “Party Life” and “Night Life.” Her products range in price from $15 to $75.

Entirely designed by Phan, the makeup line has been two years in the making and takes inspiration from Phan’s millions of YouTube fans around the world.

“Beauty lovers are increasingly consuming and sharing information digitally,  through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry,” states Carol Hamilton, president of L’Oréal Luxe in a press release.


The cosmetic line is named “Em” for two reasons: First, it is the literal and figurative reflection of “me” to reflect the needs of Michelle’s community. Second, “em” is also the Vietnamese word for “you” and is used in an affectionate way to address loved ones.

“Em Michelle Phan was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor. My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” stated Phan.

Since her first video upload in 2007, Phan has garnered a YouTube following of over 4.5 million subscribers and her content has been viewed over 700 million times. She is a pioneer of the beauty and fashion community on YouTube and an inspiration to many vloggers following in her footsteps. The Em Michelle Phan line is being sold exclusively online and, along with tutorials on creating looks with each product, can be viewed here.

For more beauty and fashion news:

5 Summer Trends YouTube Beauty Gurus Are Obsessed With Right Now

Conan O’Brien Goes Through ‘Reconstructive Surgery’ After Following Michelle Phan’s Beauty Tips [VIDEO]

StyleHaul Partners With Maybelline New York To Launch Original Fashion And Beauty Series On YouTube

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