EM Cosmetics
Mid-Range“The original influencer beauty brand.”
By Viktoria @vioda.makeup · Published · Updated
EM Cosmetics is a mid range makeup brand from the United States, founded in 2013 by Michelle Phan. It's best known for its Color Drops Serum Blush, Infinite Lip Cloud and Daydream Cushion.
EM Cosmetics was created by Michelle Phan — widely considered the first YouTube beauty influencer — in partnership with L'Oréal in August 2013, making it the first major influencer-backed beauty brand. After the line struggled commercially under L'Oréal's direction, Phan bought back the brand through Ipsy in 2015 and fully relaunched it as an indie operation in April 2017, refocusing on three categories: blush, lip gloss, and eyeliner.
The relaunched EM Cosmetics is built around skincare-grade complexion and lip formulas, with hero products like the Color Drops Serum Blush, Infinite Lip Cloud liquid lip, and Daydream Cushion gaining sustained cult traction across TikTok and Reddit since 2018. The brand stays small and DTC-led — limited drops, slow expansion, indie pricing — and is frequently cited as the model for the wave of creator-founded beauty brands that followed (Patrick Ta, Makeup by Mario, M.PH by Mary Phillips, Hung Vanngo Beauty). EM is now one of the longest-running creator-owned brands in the prestige tier.
Popular Products
What EM Cosmetics is bought for. The ones we've found dupes for link through to the comparison.
- Color Drops Serum Blush
- Infinite Lip Cloud
- Daydream Cushion
- True Gel Eyeliner
Known For
Brand Philosophy
Empower self-expression through tools designed by an influencer for her audience — small drops, skincare-grade formulas, no celebrity machine.
FAQ
EM Cosmetics Official Channels
Where to buy, and how to reach EM Cosmetics customer service directly.
- Website
- www.emcosmetics.com
- Customer service
- [email protected]
- Phone
- +1-818-710-0700
- Contact form
- Open form
- Headquarters
- Beverly Hills, CA, United States
- Sold at
- Brand.com