Did EM Cosmetics fail?

In a nutshell: The EM Cosmetics story When L’Oreal launched EM Cosmetics in 2015, it failed. EM Cosmetics had been created for Phan’s young fanbase, but many felt the quality didn’t live up to its higher price point. People complained that the makeup was too chalky and made a mess of their makeup bags.

Where is EM Cosmetics based?

Boston, Massachusetts
Michelle Phan (born April 11, 1987) is an American Beauty YouTuber. She is the founder and owner of the multimillion dollar cosmetics line EM Cosmetics. Boston, Massachusetts, U.S.

What does EM Cosmetics stand for?

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.

What is EM Cosmetics worth?

In 2017, she sold her stake in Ipsy, the beauty-sample-box subscription company she co-founded that has been valued at $500 million. Today, Phan owns the Em Cosmetics line, which she bought back from initial partner L’Oréal. – Forbes: $ 3 million.

Is EM Cosmetics an indie brand?

The lightweight, silky serum makeup hybrid blends seamlessly and comfortably into skin. Moonbeam Cushion Highlighter is available in three hues. Inspired by moonbeams, indie beauty brand EM Cosmetics has created a “skin-empowering highlighter that wears like a beam of moonlight gracing your cheeks,” says the brand.

Is EM Cosmetics a Korean brand?

Created by makeup artist and beauty YouTuber Michelle Phan, Em Cosmetics is inspired by Korean beauty and aims to make the most effortless, practical products possible. Serum blush and a cushion highlighter that truly looks like a moonbeam across your face are just two of our favorites from the brand.

Is EM Cosmetics vegan?

We are 100% cruelty-free! EM Cosmetics does not test on animals, nor do we condone anyone else to test our products on animals. You will be happy to know that almost all of EM’s products are vegan with the following exceptions: True Gloss | Caramel Glaze (contains carmine)

Is EM Cosmetics K beauty?

#4: Em Cosmetics Created by makeup artist and beauty YouTuber Michelle Phan, Em Cosmetics is inspired by Korean beauty and aims to make the most effortless, practical products possible. Serum blush and a cushion highlighter that truly looks like a moonbeam across your face are just two of our favorites from the brand.