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a note from michelle phan

hi there!

a long time ago, i started a blog and shared my love for art and beauty with the world. soon after, i started receiving requests for step-by-step makeup tutorials, so i decided to create my first youtube video. that was seven years ago. what started as a few beauty tips for some viewers has now grown into my youtube community of more than five million followers!

after years of reading your comments, thoughts, and concerns about beauty, i wanted to create a makeup line that was truly a reflection of you. every single product, shade, and video tutorial on this site was created with you at the heart of it. so whether you need tips on which shade to wear for an interview, or how to get the perfect smoky eye for a date, start here. you’ll find everything you need—from tutorials, to reviews from fellow beauty lovers, all right here at your fingertips.

beauty can empower you, and makeup is the perfect tool. i can’t wait to see what we’ll make-up together.

to learn more about michelle phan, visit her personal website:

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.