This has been a very, very good month for Michelle Phan. If you are not yet aware of who the blogging beauty maven is, you likely will be very soon. Besides having her story featured next to Jennifer Lawrence’s smiling face on this year’s September issue of Vogue, Phan has also also spent most of the past month promoting her own beauty line (in partnership with L’Oreal Luxe) called em michelle phan.
The young entrepreneur rose to fame via YouTube make-up tutorials, with over 700 million views and 4.5 million subscribers to date. Her most popular include the Barbie Transformation Tutorial (46.3 million views), the Lady Gaga Bad Romance Look (40.4 million views), and Lady Gaga Poker Face Tutorial (34 million views). Given that over 120 million make-up tutorials are viewed on YouTube every day, it appears that L’Oreal is capitalizing on this phenomenon by partnering with Phan. The make-up brand’s name, em, reflects her Vietnamese heritage, with the word meaning “you,” and is used most often to affectionately address a sister, girlfriend or elder. The line markets itself as the first brand co-created by a community of beauty lovers and a beauty expert. Community members also appear on package designs, brand photography and on the em michelle phan website.
The line includes: “The Life Palette,” a refillable eyebrow, cheek, and lip palette with 36 shades each themed around specific life moments and beauty stories; “Shade Play” featuring artistic cheek, lip (mixing), and eye colour palettes; “The Great Cover Up,” a creamy concealer in 8 shades; “Makeup Mood Enhancer” illuminating skin filter in 5 shades; “Pillow Plush” cushiony lip balm in 7 shades; “Chiaroscuro” contour and highlighting stick in 4 shades; and “Waterline” intense colour eye liner in 12 shades. In keeping with the brand’s online community and social foundations, there are also user tutorials on how to use the products.
The line will be available exclusively through emcosmetics.com.