The world of YouTube beauty gurus is vast and growing by the day, however Michelle Phan has to be one of the biggest boasting over 4.5 million followers! She started with simple makeup how-tos but has since touched on subjects like health, skincare and lifestyle tips over the years.
Her brand is called “em”, which is term of endearment in Vietnamese, which is Michelle’s heritage, although born in Boston, USA. The collection comprises of changeable palettes for every occasion: beach, party, career, etc. Each will cost $75. Although the products are being backed by L’Oreal, whose cruelty free status is always up for debate when it comes to PETA her website’s FAQ section you type in a question and it gives you an answer… this was the websites response:
em michelle phan does not test any of our products on animals, nor do we allow anyone to test our products on animals. also, all of our applicators are made with 100% synthetic hair and do not use animal hair.
Michelle is due to open her first em store in October in New York City.