Michelle Phan Breaks Her Social Media Silence About Her Comeback to Beauty
The influential beauty blogger is relaunching her brand Em Cosmetics, and has broken her social media detox after a hiatus.
When the second most influential beauty blogger disappeared from YouTube, her beauty fans were left to wonder—where in the world was Michelle Phan? As one of the original YouTube makeup bloggers with her almost 9 million subscribers, over 2 million Instagram followers and her successful beauty sampling company, Ipsy, Phan was at the top of her game when she suddenly disappeared from social media.
As it turns out, Phan’s digital detox was not only a crucial step for her mental health, but a necessary step in relaunching her cosmetics line.
Revealing in an interview to Racked, Phan “peaced out” after the failed collaboration with L’Oréal during the original launch of Em Cosmetics back in 2013 due to high price points and a narrowed market demographic. After investing almost 3 years in the makeup line, the stress of the missed mark took a toll on the beauty blogger. “I think I reached that limit where [I thought], ‘You need to resolve all this, you need to figure it out, you need to heal yourself, you need to reflect,”‘ she said.
In 2015, Phan took ownership of the line, buying it back from L’Oréal and has been working to revive it under wraps ever since. After nearly a year hiatus, Phan broke her social media silence with the relaunch of her new line, and it’s safe to say that the beauty world is itching for her return. She still commands nearly 9 million of her YouTube subscribers, after all.
The brand’s innovative new brand design, which will only feature liquid eyeliners and liquid lipsticks, has been revamped to cater to her ever-growing fan base. By listening to her subscribers’ requests, Phan has created an intimate makeup line that has reconnected her to her unwavering fans, many of them followers since her start in 2007. And as one the most beloved beauty bloggers in the world, we have no doubt that this is just the beginning for her big comeback.
The 10 Best New Moisturizers To Try This Spring
Biossance Squalane + Probiotic Gel Moisturizer, $52, sephora.com
WHO: This gel based moisturizer is best for someone looking to reduce dryness and redness. WHAT: It’s a lightweight gel formula infused with squalane and probiotic technology to help restore your skin for a brighter complexion. WHERE: Use it on your face, neck, and décolleté. WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: This plant-derived moisturizer aids in protecting moisture loss from your skin and the probiotic technology acts as barrier from harmful toxins.
Clarins Hydra-Essentiel Cooling Gel, $48, sephora.com
WHO: This gel based moisturizer is best for someone looking reduce to dullness and uneven texture. WHAT: A cooling gel based moisturizer that helps to sooth irritations and tighten skin. WHERE: Use it on your face and neck. WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: With organic leaf of life plant extracts, this cooling gel is perfect for someone who wants the benefits of an ultra hydrating moisturizer with a matte finish.
Dior Hydra Life Fresh Hydration Sorbet Crème, $69, dior.com
WHO: This is best for someone looking to relieve dryness and plump up their skin. WHAT: A gel-cream based moisturizer that helps to nourish skin leaving you with a radiant glow. WHERE: Use it on your face and neck and décolleté. WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your essence. WHY: Infused with french mallow flower and haberlea leaf to help with long lasting hydration and restoring your skin’s moisturizing ability.
La Roche-Posay Toleriane Double Repair Moisturizer, $20, laroche-posay.us
WHO: This is best for someone looking for intense hydration without clogging your pores. WHAT: A lightweight and oil-free cream that locks in up to 48 hours of hydration to protect our skin’s natural barrier. WHERE: Use it on your face and neck. WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: The glycerin and prebiotic thermal water infused formula leaves skin feeling soft without the greasy residue.
GLAMGLOW GLOWSTARTER Mega Illuminating Moisturizer, $49, sephora.com
WHO: This is best for someone on the go-to looking for a moisturizer and highlighter all in one. WHAT: An iridescent cream infused with illuminating pearl particles to give skin an instant radiant finish .WHERE: Use it on your face, neck, and décolleté. WHEN: Use in the morning on a clean face, before your makeup. WHY: This soft and hydrating cream all with the added bonus of an instant luminous finish is the ultimate quick fix to speed up your morning routine.
Dermarché Labs Smartsync Probiotic Science Balancing Gel-Cream, $72, dermarche.com (Available in June)
WHO: This is best for someone looking to improve skin tone and elasticity. WHAT: A cream infused with probiotics to help keep the good bacteria vital to keeping your body healthy. WHERE: Use it on your face, neck, and décolleté. WHEN: Use in the morning on a clean face, after your serum. WHY: Offering “smart hydration technology”, your skin can breathe without loosing moisture all with the added bonus of a radiant, youthful glow.
Perricone MD H2 Elemental Energy Hydrating Cloud Cream, $80, sephora.com
WHO: This is best for someone looking to reenergize their skin with a boost of radiance . WHAT: An airy, lightweight cream infused with hydrogen to recharge skin’s energy. WHERE: Use it on your face, neck, and décolleté. WHEN: Use morning and evening on a clean face, after your serum. WHY: Their H2 Energy Complex infused with red microalgae and Humectants help sooth and nourish the skin with intense hydration.
SUNDAY RILEY C.E.O. C + E antiOXIDANT Protect + Repair Moisturizer, $65, sephora.com
WHO: This is best for someone looking to reduce fine lines and wrinkles and dryness. WHAT: An intense antioxidant and hydrating moisturizer infused with powerful packs Vitamin C for a radiant, youthful glow. WHERE: Use it on your face and neck and décolleté . WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: Vitamin C and refined lime pearl extract act as the ultimate anti-aging combination, all while giving your skin a radiant boost.
Tatcha The Water Cream, $68, tatcha.com
WHO: This is best for someone looking to relieve dryness and refine their pores. WHAT: An anti-aging and oil-free water cream infused with Japanese botanicals to help hydrate the skin and reduce your pores. WHERE: Use it on your face and neck and décolleté . WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: Japanese wild rose helps to tighten pores, leopard lily helps to purify skin while green tea, rice and algea work as an anti-aging power group. Plus the drops of 23-karat gold doesn’t hurt.
Kiehl’s Ultra Facial Cream SPF 30, $48, kiehls.com
WHO: This is best for someone looking to keep skin hydrated and protected from the sun with SPF. WHAT: A lightweight and non-greasy cream that will help to protect skin against damaging UVA and UVB rays. WHERE: Use it on your face and neck and décolleté . WHEN: Gentle enough for morning and evening use. Apply to a clean face, after your serum. WHY: Formulated with “Fountain Plant”, this cream with help your skin keep it’s natural moisture, leaving skin looking smooth and smelling fresh.
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