Beauty superstar Michelle Phan needed a break. The YouTube celeb/CEO/businesswoman/force of nature took a hiatus from her busy career to look inward and refocus. We support that completely! We’re glad the makeup maven had a chance to regroup. Michelle is back in business and we’re super stoked about the revamp of her brand EM Cosmetics, founded in 2013.
The first offering from the reborn brand is a collection of seven liquid lipsticks, called “Infinite Lip Cloud.” It’s no coincidence that the name sounds so celestial. Michelle is a big fan of science, nature, geometry, and art. The shades were inspired by the oil paintings Michelle saw during her travels.
Swipe through to see the seven sumptuous shades from the lip collection.
The description of the product really caught our eye: “magnetic pigment in a smooth, comfortable, feather-like creams.” Sign us up! Doesn’t that just sound heavenly?
On the birth of the lipsticks, Michelle says:
“When I asked the beauty community what they wanted EM to create, the overwhelming response was “a non-drying liquid lipstick!” This inspired us to create our beautiful, rich, but comfortable formula. By blending the lip-cocooning, line-filling properties of a lip primer with the color saturation of a liquid lipstick, Infinite Lip Cloud was born.”
In a Facebook Live video, Michelle took questions from fans and addressed the challenges of redeveloping a brand in a fresh way while staying true to the original incarnation. Michelle swatched the cruelty-free lipsticks, which are flattering to a wide range of skin tones.
In the video, Michelle said:
It’s really coming from my heart. I wanted to make something beautiful for you guys, because you deserve nothing less than beautiful.
We definitely appreciate it!
Let’s look at the lipstick shades, shall we?