EM Cosmetics
Mid-Range“The original influencer beauty brand.”
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.
Known For
Flagship Products
- Color Drops Serum Blush
- Infinite Lip Cloud
- Daydream Cushion
- True Gel Eyeliner
Brand Philosophy
Empower self-expression through tools designed by an influencer for her audience — small drops, skincare-grade formulas, no celebrity machine.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for EM Cosmetics. Researched from official brand sources — always confirm before sending.
- Website
- www.emcosmetics.com
- General inquiries
- [email protected]
- Creator & UGC collabs
- [email protected]
- Phone
- +1-818-710-0700
- Contact form
- Open form
- HQ address
- Beverly Hills, CA 90211 USA
- Sold at
- Brand.com
Collab/business email [email protected] listed on official help center; founder Michelle Phan. Only customer refer-a-friend program found; no public affiliate or creator signup URL found Listed in privacy policy as Privacy Team contact line Phan reacquired the brand from L'Oreal and runs it full-time. AGENCY ALT: Foundation (https://foundationnyc.com) handles digital comms. Michelle Phan's brand based in greater LA area. Michelle Phan's brand; DTC only