Em Cosmetics

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em: THE BRAND em michelle phan is the first makeup line co-created by a community of beauty lovers and beauty expert, Michelle Phan. Launched in August 2013, em is a startup-style brand, made for and with Michelle’s community. em, a Vietnamese word meaning “you,” is used affectionately to address loved ones including a little sister, girlfriend or elder. It is also literally and figuratively a reflection of “me” – it is a makeup line that reflects the needs of Michelle’s community, their personal beauty stories and life moments. em: THE PRODUCTS The formulas, textures, and shades that make these products em-azing were inspired by Michelle’s makeup-loving community. Michelle and the “Project Sister” team started a wishlist of products they didn’t see on the market and wanted to develop, keeping in mind all of the wishes of Michelle’s community. With this list, the concept for the product line was born. Some of the dream products that came to life include the one and only, Chiaroscuro. Inspired by the art of shadow and light, Michelle wanted one product that could contour and highlight all areas of the face. With just a few easy swipes of this all-in-one stick, you can create the perfect face! Another is our Waterliner. A one of a kind eyeliner that glides and grabs onto the lower lash line, or the ‘waterline’ as Michelle has famously dubbed it! These are just two of the many products that Michelle wanted to create for all her fans –so many beauty lovers with different needs. All em michelle phan formulas are creamy and luxurious in texture with richly pigmented colors that are super blendable . These qualities make the products easy to apply – perfect for everyone, from makeup newbies to experienced makeup junkies.