Good news for Ipsy subscribers: Michelle Phan's Em Beauty line is back on her popular makeup subscription service. According to Women's Wear Daily, The YouTuber launched the line with the help of L'Oreal in August 2013, but just like a poorly matched foundation shade, the partnership was apparently just not the right fit. But, hey, thanks to Ipsy, no need to say your goodbyes to Phan's line just yet.
The line was sold exclusively online, making for a unique but somewhat challenging new business model for cosmetics, according to WWD. Sources told them that "the development of the line never got past the 'start-up' phase" — even after they began selling it on Amazon's Luxury Beauty Store last July. Another roadblock? Apparently, the line may have been a little too pricy for Phan's young fan base, one analyst told them.
It's too bad that the line has had a slow start, considering how much promise it showed at the beginning. "My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup," Phan said in a press release announcing the partnership. She's not giving up, though — Ipsy might be just what the line needs. With a subscription bag at $10 a month, it's good for Phan devotees and Ipsy alike. Sorry, Birchbox.
From the sounds of it, there's no bad blood between Phan and L'Oreal. Even though they're selling Em Michelle Phan, both parties seem happy with the transition. “I’m grateful that L’Oréal believed in me and helped me bring my dream of creating a beauty brand to life," said Phan. And the beauty brand echoed the sentiment: “We are proud to have worked with Michelle to help bring her vision to life.”
Now that Ipsy owns Em Michelle Phan, here are 4 items that I would love to see pop up in the subscription bag.
The "Berries" lip balm shade is perfectly suited for trendy fall hues and seasonal chapped lips.
(Pillow Plush Cushiony Lip Balm, $14, emcosmetics.com)
This "Golden Candlelight" shade is like an Instagram-free filter.
(Makeup Mood Enhancer Illuminating Skin Filter, $23, emcosmetics.com)
A liner just for your waterline? Yes please. Try it in a bold hue for a fun pop of color, or a neutral shade to disguise redness.
(Waterliner Intense Color Eyeliner, $18, emcosmetics.com)
Eyeshadow Top Coat
Add a touch of glitter to your smoky eye for a little more dimension.
(Color Facets Sparkling Shadow Top Coats, $16, emcosmetics.com)