Em Cosmetics is Preparing for a Comeback

Michelle Phan, the original You Tube Beauty Guru, has decided to revamp her beauty brand, Em Cosmetics. Em Cosmetics was originally introduced in 2013 through a partnership with L'Oreal and was acquired by IPSY in 2015. Phan has revealed that the new Em Cosmetics will feature better formulas, retooled packaging, and a new philosophy based on the science behind beauty.

There’s no word yet on the pricing of the updated Em Cosmetics products, their exact launch date or where they will be available for purchase. What is known is that the unveiling is set for sometime this year, and hopefully it will be sooner rather than later.

If lessons are to be learned from the past, Em Cosmetics may take a turn toward the affordable end of the beauty spectrum since industry observers speculated the brand under-performed last time because its items were too expensive for Phan’s followers. It is also important to note that Michelle Phan is returning to the beauty business with far more competition from fellow influencers then years before. Jaclyn Hill has a brand in the works; Zoe Sugg, aka Zoella, spearheads Zoella Beauty; the sister act Pixiwoo is successful with Real Techniques makeup brushes, and Jeffree Star continuously rolls out new colored cosmetics that sell out almost immediately. It will be interesting to see how Michelle Phan plans to distinguish Em Cosmetics from those already in the marketplace. Hopefully we will start seeing product sneak peaks soon.

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