You're Going To Love Michelle Phan's Relaunch Of Em Cosmetics

The OG Beauty YouTuber is back.

Michelle Phan, the OG YouTuber, is back and better than ever. She's one of the blogosphere's most respected and established personalities, whose beauty tutorials have had 1.1 billion views combined since Phan's channel launched in 2007. In the decade that's passed since her first video upload, both the blogging and beauty markets have changed dramatically, but Phan has stayed on top throughout: she became an official video makeup artist for Lancôme and went on to set up Ipsy, a beauty product subscription service that had an estimated value of $800 million in 2015. And it was a real dream come true when she partnered up with L'Oréal in 2013 to create her own cosmetics line, Em. 

But with some products priced at $50, it wasn't as successful as Phan had hoped, and it eventually folded. Ipsy acquired the rights to the company, but it was unclear what they were going to do with it. After going off-the-grid and taking some inspiring trips around the world, Phan recently announced the re-launch of the company that was so close to her heart, with clear goals and slick branding. 

The new and improved Em is on a mission to create perfect staples for your makeup bag, that are 100% vegan and cruelty-free. The first two products to be released are a lip creme and an eyeliner. The Illustrative Eyeliner, it is designed to make it easy to draw with and leaves precise marks, available with either a brush or felt tip. As for the long-wearing Infinite Lip Cloud, it comes in a selection of rich colors – including "faded clementine" and "violent magenta" – and hydrates the lip while being light as air. Plus, the price is sufficiently more accessible than Em's previous iteration – making it all the more tempting to stock up on every shade. 
Shop our favorite items from the relaunched Em Cosmetics collection before they sell out: 
Infinite Lip Cloud in French Nude - $16
Infinite Lip Cloud in Ultramarine Violet - $16
Infinite Lip Cloud in Spanish Earth - $16
Infinite Lip Cloud in Faded Clementine - $16
Brush Tip Illustrative Eyeliner - $15

Cover image: via @emcosmetics on Instagram