Michelle Phan should sound familiar to you if you’ve watched beauty videos on YouTube for a very long time. The OG YouTuber who boasts over 9 million subscribers has since founded beauty subscription service ipsy, and this year, she’s reviving her eponymous beauty brand Em Cosmetics.
First launched in 2013, Em Cosmetics, which was then owned by L’Oreal, hadn’t performed as Phan had expected and many business decisions were out of her control. Phan became really unhappy over its failure and even suffered through depression for a while. She then travelled a lot and often put herself in a digital detox to clear her mind and refocus.
In 2015, Phan bought over Em Cosmetics from L’Oreal with the money she made from ipsy so she could call the shots with her own brand. Set to launch on April 17 2017 on Emcosmetics.com, the newly revamped Em Cosmetics now has two beauty products under its belt – liquid lipsticks and eyeliners.
“I’m actually happy that Em didn’t do well, because I’m happy that I own it,” she mentioned. “It is my makeup brand, it’s not L’Oréal’s makeup brand. It’s not for me; it’s for my viewers who have been there since the beginning.” She added that the products “are the things that [she] wears all the time, and what [her] viewers want to wear.”
https://www.instagram.com/p/BSuRxKBDyej/
The liquid lipsticks, called Infinite Lip Clouds, have a créme formula that leave a satin finish and won’t dry out the lips like many matte liquid lippies do, and the Illustrative Eyeliners come in two variants – with an angled nib and pointed tip – for ultimate precision.
Judging by the packaging itself, we’re pretty damn stoked as it looks nothing like what Em Cosmetics used to be. We’re wishing you all the best with the new Em, Michelle!
https://www.instagram.com/p/BQ1hUUTjVtl/
There are no international shipping details on the website as of now, so a parcel forwarding service may be required to ship the products (Infinite Lip Cloud – US$16, Illustrative Eyeliners – US$15) to Malaysia.
