When my package did arrive (processing took four days and shipping took another week through FedEx), it was very cute. So, here’s my first impressions on the brand, packaging and formulas. So, I didn’t end up purchasing anything directly from Em Cosmetics until last week, several months after it’s re-launch. When it originally launched, however, Em Cosmetics only offered their Infinite Cloud Lip, a lightweight liquid lipstick formula in 8 shades, none of which I desperately needed in my collection. When she announced the rebirth of Em Cosmetics earlier this year, I was ecstatic. Her videos were extremely popular, innovative, and a great way to market her fairly new brand to her audience.īut when she left a lot of fans, myself included, were left wondering for months where she’d gone and what she’d been doing. Phan was, without a doubt, the biggest and most important “Beauty Guru” on YouTube before her leave of absence. She was also notably absent on most other social media.

Her revamping of the brand also coincides from her extremely long break from YouTube, the platform that made her famous. I really enjoyed some of the eye shadow palettes and concealer when I was first getting into makeup, especially since I idolized Michelle Phan. And, even though this might be an unpopular opinion, I was a pretty big fan of the original Em cosmetics. None of the products currently sold on Em’s website are copies of old products from the brand. Two liquid eyeliners, a liquid lipstick, and a pencil eyeliner.Įarlier this year Michelle Phan completely renovated the brand, changing its packaging, image, and products. Though the company was founded in 2013, and offered a wide range of products from foundations to eyeshadows and lip balms, Em’s website currently only sells a total of four products. The newly transformed Em Cosmetics, a company founded by the OG beauty influencer, Michelle Phan, only offers a mere portion of what it used to.

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