Tuesday, October 13, 2015

L’Oreal Sells Em Back To Michelle Phan


Michelle Phan has parted ways with L’Oréal, buying back her own beauty line from the company. Em Cosmetics has been sold to Ipsy – a company co-founded by Phan herself. Phan first partnered with L’Oreal as the first official video makeup artist for Lancôme and launched her cosmetics range in 2013. At the launch, Phan referred to Em Michelle Phan as “a dream come true”.

At its launch, Em was expected to be a huge success, due in large part to Phan’s 8 million YouTube followers. WWD reported that the reason for the sale was because L’Oreal felt the range was too expensive for the star’s young following with an average price of $24 per item.


Last month, it was reported that Ipsy had secured $100m in funding. The company currently offers a beauty subscription services – GlamBags – with 1.5 million members. A representative from Ipsy commented on its purchase of Em Michelle Phan: "Ipsy has a great relationship with both L’Oréal and Michelle. We are happy we can support Michelle’s desire to bring em back to her community and look forward to keeping you updated with brand developments in the future."


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