Michelle Phan

beauty, cosmetics, e-commerce, fashion, lifestyle, online retail



In August 2013, em michelle phan, the first makeup line co-created by a community of beauty lovers and beauty expert Michelle Phan, launched, sold exclusively online. em michelle phan is a startup-style brand from the L’Oréal Luxe group made for and with Michelle’s community. 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.