Beauty News: Will you buy Em Cosmetics?

behind the scene with michelle phan

Exactly one year ago, I sat down with Michelle Phan to talk about all things vlogging, beauty and how did she manage to juggle amongst everything that is happening in her life. At this exact interview, she also mentioned “Project Sisters” to me, that it would be exciting, that she has been taking inspiration from around the world (that is code word for research!) and my gut feeling told me she was going to launch her make up line (no kidding and I did mentioned this to a few beauty bloggers too!) and to be fair it is quite a natural progression for her career beyond Youtube. 


Lo and behold, she dropped her line last week and at this point of time it is only available to purchase online (there are plans to be available in physical stores) and the shopping is only limited to US residents only. If you are really keen, just hop onto mail forwarding companies. To be entirely honest, when I saw this image, I had assumed her packaging reminded me of Bobbi Brown’s party collection where the traditionally black eye shadow palettes comes with silver linings.

em-cosmetics-palette swatch


Then, I saw this. In her interviews, she mentioned that her make up collection is premium (cha-ching price tag), inspired by apps (hence the interchangeable eye shadows/blush pans) and is targeted to her younger audiences. I see where Michelle’s artistic past has a play in all of these because her palettes reminded me of the colour palettes where I used to play with colours when I was about 5 years old.

colour palette


Remember these? Except now you can play with your colours in a make up palette instead.

em cosmetics life palette


Concept wise, this is definitely a first on many levels. First for a youtuber to launch a full make up collection with plans to roll out in store, first make up brand to include interchangeable colours from a larger palette to a travel palette in one package, first to include a community based e-comm site and first to introduce “premium” make up line to the younger audiences.

Unfortunately for me, I am not convinced. I don’t associate white gloss and plastic as premium (perhaps she was referring to quality of the pigments are premium? I have not tested them so I can’t comment on that.). I am a very visual consumer and if the packaging isn’t cute, pretty or expensive looking (shallow much?), it would have to take a lot to convince me to hand over my coins.

So what do you think? Will you purchase just for the novelty of it? Are you curious with Em Cosmetics?


{ 5 comments… add one }
  • junkie August 26, 2013, 5:31 am

    halo these….

  • Tine August 26, 2013, 10:19 am

    I’m not the biggest fan of Michelle Phan so suffice it to say, I definitely will not be buying the makeup. What I don’t understand is the price point of the products. Looking at her website and the pictures of the products, it looks like they’re targeted for a younger audience. Yet that multi coloured palette of hers cost US$75.

    I’m suspicious of how “premium quality” the eyeshadows are, to be honest. I watched a video by Marlena of Makeup Geek (you know she has her own range of makeup) and she admitted that it actually costs very little to manufacture eyeshadows. Even with that amount of colours, US$75 is steep to pay. It’s not going to be easy for the younger ladies to afford that. On the whole (again, I can only judge from the photos and video), the packaging looks plasticky and cheap. Not at all the premium quality she bangs on about.

    • ponikuta August 26, 2013, 8:38 pm

      I am on the same boat with you Tine, packaging in itself is what makes or break for me. Considering the price tag, I am more incline to blow it with the likes of Chanel, Dior, Guerlain than…”ahem” Em….

  • Karl August 26, 2013, 7:01 pm

    Hi totes agree with you! The pricetag doesn’t translate to the packaging. Yes, I’d buy if the packaging is cute, pretty or expensive looking! I do get that it’s targeted to her younger audience but i’m still not convinced. Hopefully the actual product is worth it.

    • ponikuta August 26, 2013, 8:39 pm

      Hi Karl, even if it is made out of great quality, I don’t envision myself to a palette like that to apply make up on a daily basis.


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