There’s no bigger success story on YouTube in the beauty world, than that of Michelle Phan; After uploading her first video which she recorded from her laptop back in 2007, things have only gone up and beyond for the darling of all YouTube makeup gurus.
With over four million subscribers on her YouTube channel and a new video every Friday, Michelle is undoubtedly one of the most hardworking makeup guru’s out there and is known for her high-production value which explains her army of followers.
Having established herself as a beauty expert from her relatively humble beginnings, she can now add her own makeup line to her host of achievements within the past six years.
Called simply ‘em’, she says it is a term of endearment in Vietnamese which is a nod to her heritage and often used as a “sweetheart” or “darling” equivalent. She says that it has been in the works for two years, and is a result of all the comments she had received from over the years by viewers of her videos on suggestions and problems they faced with makeup.
“You helped create this brand with me, and for that – I thank you,” she says on her video.
Backed by makeup giants, L’Oreal, the line consists of a whopping 250 products from eyeshadows, mascara, lipsticks, bronzers and much more. The highlights are definitely the six comprehensive ‘Life Palettes’ which each contain 36 refillable eye, lip and cheek colour and four curated looks with detailed how-tos.
Each palette is catered for different uses; ie. Day, Night, Career, Beach, Party and Love to cover all sorts of looks and for a limited time, each Life Palette also comes with a smaller empty travel palette, in which you are able to pop out the colours you like from your Life Palette and into your mini travel palette!
Priced at USD75 (approx RM246), the ‘em’ collection is currently only available online. The first ‘em’ store will open in New York city this October, and will only have an international release next year – so watch this space!
For more information, visit em Cosmetics