In case you’re not aware of who Michelle Phan is (where have you been?), she’s a major YouTube phenomenon gain famed for her online makeup tutorials, in which she’s been uploading since 2007. She now has over 4.5 million subscribers and nearly one billion page views. We’ve been patiently waiting for her to launch her own label for quite some time now–it’s pretty clear that she’s got the fan base to back it. We’re beyond excited to announce that the wait is finally over. Michelle Phan has teamed up with L’Oreal for the launch of her very own cosmetics brand called em Michelle Phan. The line includes a full range of color cosmetics and over 250 product offerings. The name stems from the Vietnamese word “em,” which means “you,” and is used to address loved ones–such as her ever evolving fan base that has been a part of the entire launch from the start.
The full product range is available exclusively online–check it out for yourself here. And just as we expected, she’ll be offering video tutorials for every single product. Customers are also able to use a feature called “People Like Me,” that actually matches you with similar looking people so you can find the best products for your skin tone, eye color, etc. Pretty awesome if you ask us. We’ll report back with product reviews soon, so stay tuned!