EM Cosmetics is an independent brand founded by makeup guru Michelle Phan. Michelle Phan is a pioneer of YouTube beauty influencers, ranking second among the top ten highest-earning YouTubers globally in 2017. The cosmetics brand she initially co-launched with L'Oréal Group held a status equivalent to Lanc?me within L'Oréal's brand portfolio.
The EM brand focuses on trendy, minimalist styles and is favored by many young consumers in Europe and America. With a rich array of colors and a streamlined, curated product line, it aims to bring the most convenient and simple makeup style back to the masses.
