em michelle phan

em michelle phan is the first makeup line co-created by a community of beauty lovers and beauty expert, michelle phan. launched in august 2013, em is a startup-style brand, 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.