EM Cosmetics was founded in 2013 by Michelle Phan, a beauty guru who rose up to fame by making makeup and skincare videos on her Youtube channel. The brand wasn’t well-received when it was first released due to certain factors such as the price point of the products. After a year of silence and ‘detoxing’ from social media, Michelle is now back in the game. Recently, she relaunched EM Cosmetics and this time, the brand truly screams her name! She redesigned everything including the formula and packaging.
For EM’s rebirth, Michelle initially releases two products in total; Infinite Lip Cloud and Illustrative Eyeliner that comes in two choices of tips. She then later came up with Matte Gel Pencil to cater those who prefer using pencils to line the eyes. All of the products are packaged with simplicity and elegance by fusing the colors black, white and gold. She also uses geometrical design for her brand logo.
So let’s get into the products released by EM Cosmetics so far!
The first tip of Illustrative Eyeliner is the marker tip. It is created by Michelle in order to get a bold and black lines. Skinny brush tip however is used to get a more precise line. It is not as black as the marker tip but it is still good enough to have that eyeliners on fleek! Both tips are inspired by art pens and just like arts, you can draw your lines to perfections with these brushes!
Infinite Lip Cloud
The next product is the Infinite Lip Cloud which costs for $16 comes in a a cream formula and applies opaquely. As requested by her followers, the lip cream is not drying at all and still comfortable enough to be worn throughout the day, unlike some liquid lipstick brands out there. However, it wasn’t that last-lasting (it wasn’t meant to be a long wearing matte liquid lipstick at the very first place) but it will turn into beautiful stain after hours of wearing. There are eight different shades with brilliant names, ranging from neutrals to reds and even violet.
Matte Gel Pencil
And the latest product released by EM Cosmetics is the waterproof Matte Gel Pencil that is perfect for hot summer days! It is described as an intense dark black kohl color with a rich color payoff. The liner will glide on your lids effortlessly like a liquid. It is inspired by French charcoal pencils with hopes of releasing creativity among the makeup enthusiasts!
So currently the products are available at EM Cosmetics official website. Go and get your hands on them now girls!