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Your Big Sister in Beauty

Imagine your big sister with impeccable taste, full of life advice, and posessing the ultimate beauty secrets. She protects, guides & empowers you, revealing the magic within you.

EM, inspired by the affectionate Vietnamese term for a younger sibling, seeks to be that guiding big sister for you. Our products are crafted with meticulous precision and painstaking intention to enhance your natural beauty. We work through all the trial & error, so that makeup is effortless and enjoyable, and safe for the most sensitive skin.

You can't go wrong, no matter your age, skill level or skin condition.

Our Founder

I have always loved that makeup allowed me to enhance my authentic self, but knew that it can be super overwhelming with all of the products and techniques out there. I became a beauty creator to explore my own approach to beauty and share my experience with the things that worked for me. As my career evolved, I became a "godmother" of beauty tutorials and like a big sister to my viewers. So I created EM Cosmetics for my younger self, my viewers and anyone in pursuit of their inner magic.

Wherever you are on your beauty journey, I hope our products help you feel empowered to be your own best makeup artist and embrace your natural beauty and harness the magic that's uniquely yours.

In Vietnamese, "em" is an affectionate term for a younger sibling.

Our Products

Formulation Philosophy

To say that we obsess over developing the best formulas in the market is an understatement. Michelle and our product development team travel the globe to develop the most unique and innovative formulations. Whether it's an artisan, hand-baked powder in Italy, specialized pearls in France to unique, sensorial textures found only in Japan, we don't compromise. We ensure that our formulas are clean, but more importantly that they are safe. All of our products are rigorously tested to be hypoallergenic and dermatologist tested.

Commitment to Clean

Clean formulations is a requirement for every product we develop, but we also develop formulas that are safe for all skin types. Our products are:

*Excluding Pick Me Up Length & Volume Mascara
**Excluding Illustrative Eyeliner Brush Tip