EM Cosmetics is an independent brand founded by make-up god Michelle Phan. Michelle Phan is the founder of YouTube's beauty influencer, and in 2017, she ranked second among the top ten earners in the world. The make-up brand jointly launched with L'Oreal Group in the early stage is at the same level as Lancome in the L'Oreal Group's brand matrix.
The EM brand focuses on trendy and simple styles, and is favored by many young consumers in Europe and the United States. Rich colors, few but refined brand lines, try to bring the most convenient and simple beauty style back to the public.
