L'Oreal Works With YouTube Star To Launch New Brand

L'Oréal Luxe group and Michelle Phan launched the makeup line em michelle phan, which was developed by Phan with input from her online community. Michelle Phan has built an online community of followers with her story-driven makeup tutorials. She is now the #1 beauty guru on YouTube with nearly one billion views and 4.5 million subscribers. L'Oréal Luxe calls em michelle phan a startup-style brand that will be available at www.emcosmetics.com. The line took two years to develop and will launch with over 250 products including 36 shades of eyeshadow, blush and lipstick themed around life moments such as “Love Life,” “Day Life,” “Party Life” and “Night Life.”