If you were on the internet in 2010, you remember the "Ricebunny" era. Michelle Phan wasn’t just a YouTuber; she was basically the architect of the entire beauty guru blueprint. But honestly, her journey with products has been a wild, bumpy ride that most people only half-remember. People still ask if EM Cosmetics is even around or if she just moved on to Bitcoin and digital art forever.
The truth is way more interesting.
The story of Michelle Phan beauty products isn't a straight line of success. It's a tale of a massive failure, a disappearing act, and a very quiet, very intentional "rebirth" that actually changed how we look at indie makeup today. You might remember the first version of EM. It launched in 2013 with L’Oréal. It was... well, it was a mess.
Why the first EM Cosmetics actually failed
Back then, the hype was unreal. Michelle was the first digital star to get a deal of that magnitude. But when the products landed, the community felt betrayed. The "Life Palette" was this massive, clunky thing that cost $75. For a fanbase mostly made of high school and college kids, that was a huge "no thanks."
It felt corporate.
Michelle herself later admitted she lacked control. She was the face, but L’Oréal held the steering wheel. The packaging was plastic-y, the price points were luxury but the vibe was "drugstore plus," and the soul just wasn't there. She eventually bought the brand back herself in 2016 through her company Ipsy, then later fully acquired it under her own firm, Divinium Labs.
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The 2017 Relaunch: A Masterclass in Vibe
When she brought the brand back in 2017, she didn't just tweak the formulas. She burned the whole thing down and started over. She moved away from the "bright and loud" influencer aesthetic of the late 2010s and leaned into something much softer.
Basically, she pioneered "Soft Girl" makeup before it had a name.
While everyone else was doing heavy contour and blinding highlighters, Michelle Phan beauty products shifted toward "meaningful essentials." The Infinite Lip Clouds and the Illustrative Eyeliners were the first out of the gate. They felt like art tools. Honestly, that’s because they were—the eyeliner tips were inspired by the brush pens she used for her webtoons.
The Heavy Hitters: What People Actually Buy Now
If you’re looking at the brand today, there are a few things that actually live up to the "cult favorite" status.
- Color Drops Serum Blush: This is the big one. It looks like a little potion bottle. It’s basically a skincare-makeup hybrid that gives you that "I just drank a gallon of water and did yoga" glow. Some people find the dropper annoying (it’s a button-press style), but the finish is undeniably seamless.
- Heaven’s Glow Radiant Veil Blush: These are baked in Italy and have this weirdly beautiful multidimensional shimmer. It’s not glittery. It’s more like a filter for your cheeks. The shade "Venetian Rose" is arguably the most famous color in the whole line.
- So Soft Stick Blush: If you hate liquid blushes, these are the alternative. They blend out like butter and don't lift your foundation underneath.
- Shapeshift Tubing Mascara: This is a newer favorite. It’s a tubing formula, so it doesn't smudge, but unlike a lot of tubing mascaras, it actually gives you some volume instead of just making your lashes look like wet spider legs.
The 2026 Landscape: Where is Michelle Now?
It’s easy to think she’s stepped away because she isn’t posting weekly tutorials anymore. But Michelle's focus has shifted toward curation and "hyper-specialized mastery." Just recently, she’s been collaborating on "Eternal Youth" beauty boxes and exploring K-beauty tech like the Medicube devices.
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She's obsessed with the intersection of tech and skin.
You’ll see her talking about "glass skin" hacks using EMS (Electrical Muscle Stimulation) devices more than you’ll see her doing a smoky eye. It’s a reflection of where the beauty world is heading: less mask-like coverage, more "bio-hacking" your skin’s health.
Is it still worth the money?
Look, let's be real. EM Cosmetics isn't cheap. It sits in that mid-to-high price range. A blush will set you back about $30 to $34. Some critics argue that with the rise of brands like Rare Beauty or the massive influx of affordable K-beauty brands, EM has some stiff competition.
But the brand's staying power comes from its formula nuance.
While some "influencer brands" feel like white-labeled junk with a logo slapped on, Michelle's products feel... intentional. There’s a specific "EM" aesthetic—muted, romantic, and slightly nostalgic—that other brands haven't quite duplicated. It’s for the person who wants to look like a Pre-Raphaelite painting, not a filtered Instagram post.
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What most people get wrong about her absence
A big misconception is that she "quit" beauty. She didn't. She just quit the noise. She’s been very vocal about the anxiety of the "always-on" creator economy. Her current approach to products is much slower. They don't drop something every month.
They drop something when it’s actually ready.
Actionable Tips for Shopping Michelle Phan’s Brand
If you’re diving in for the first time, don't just buy everything. Be strategic.
- Check the Undertones: EM is very big on the "seasonal" color theory (Spring, Summer, Autumn, Winter). Before buying a blush or lip product, look at their "Magic of EM" blog guides to see which shades match your skin's natural undertone. It makes a huge difference.
- Start with "Venetian Rose": If you are paralyzed by choice, this shade exists in almost every formula (serum blush, baked blush, lip cushion). It’s the universal "nude" that looks good on almost everyone.
- Watch the "How-To" Videos: Michelle still produces very high-quality, cinematic "Macro" videos for the products. They aren't traditional tutorials; they’re more like ASMR for makeup. They actually show the texture of the product on real skin without filters.
- Look for the Bundles: The brand often does "sets" that can save you $10-$20. If you want the "Magic Hour" look, buy the set rather than the individual palette and blush.
The current era of Michelle Phan beauty products is about longevity. It’s about building a kit that you actually use until the pans are empty. In a world of "fast beauty" and weekly TikTok trends, that slow-burn approach is honestly a breath of fresh air.