FASHION Magazine

It’s 9:30 a.m. in the heart of downtown L.A. and Michelle Phan is grinning over several takeout boxes of fried chicken and a tray of pastries, a.k.a. her version of breakfast. Chocolate fudge and cherry-bacon donuts—ordered via app—arrive and are reminiscent of the rainbow-hued Quinceañera dresses in the windows peeking over Santee Alley. After polishing […]

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The power of beauty bloggers can no longer be denied. After two years in the making—and with all the hype of the blogging world behind her—YouTube beauty guru Michelle Phan is launching a makeup collection.

Called Em, Phan’s collection (which is backed by L’Oréal Paris) can be considered a collaborative effort. Inspired by the desires of her 4.5 million followers, Phan reached out to fans from all over the world and listened to their beauty product needs via her various social media platforms. The resulting collection is one that’s designed for the everyday gal: Em features a wide range of beauty necessities and one groundbreaking convenient package.

According to Allure, Em will launch with a total of 250 products, including eyeshadows, blushes and foundations, but the star of the collection is the Life Palette. Available in eight different styles for every occasion (you’re literally covered from day to night and everything in between), the refillable kit holds up to 36 colour cosmetic pans: 24 eyeshadows, four blushes and eight lip colours. It even comes with a personal de-potting tool so you can add and remove shades to fit your daily beauty routine. Genius!