EM Cosmetics was founded by OG beauty influencer Michelle Phan, and the girl knows makeup. That’s evident in her award-winning Matte Gel Pencil, which features some of the best pigment out there.
Michelle Phan is also involved in many other beauty brands. She is big on Instagram and has leveraged that, as well as other social media platforms, to grow her Asian owned beauty brand over time. She also partners with influencers on Instagram, Pinterest, Facebook, and other platforms. Find more details on building a business using Pro Instagram Tips.
From the moment I drew the first line on my eyes, I understood that makeup was a powerful medium of self-expression.
EM Cosmetics was created to give you the tools you need to express yourself—through colors, lines and other forms of creativity.
Whether you are a new beauty enthusiast, a seasoned creator, or a bona fide pro artist, I hope you find our products to be refined, effortless and useful in your own personal journey of self-expression.
Through EM Cosmetics, I encourage you to claim your power, share your art, and above all—rethink beauty.
“Growing up in an immigrant family, I saw how my parents struggled living day by day. Their adversities inspired me to find a way to bring stability to our lives. This shifted my mentality and shaped me to become an entrepreneur.
What happens when a brand mixes great shades, cute packaging, a unique formula, and flawless payoff? My new favorite blushes. That’s what happens, thank you very much.”
This EM Cosmetics brow pencil allows for hairlike, precise strokes that look exactly like microblading, without the high price tag.
Lip Cushion is my most beloved and used product. There isn’t a day where I don’t use it. It was a dream product of mine: a lightweight, nourishing lip sleeping mask-like treatment in a tinted form. It’s one of our top sellers.” — Michelle Phan