Goods · brand
EM Cosmetics
Cosmetics brand, creator owned, formerly L'Oréal · Los Angeles
- Founded
- 2013
- Entered
- 2013
- Status 2026
- Active
- Metro
- Los Angeles
- Embeddedness
- 3 connections
- Confidence
- verified · strongest source primary or company
Method
L'Oreal launches EM Cosmetics on August 15, 2013 as a line fronted by Michelle Phan and named for her mother, the first major corporate creator beauty brand. It sells below expectations and Ipsy, which Phan co founded, takes the brand from L'Oreal in 2015. Phan relaunches EM on April 17, 2017 with liquid lipsticks and eyeliner sold direct to consumer, and on September 21, 2017 Ipsy agrees to sell the brand to her company Divinium Labs as she leaves Ipsy to run it. The brand remains in operation in 2026, though its headquarters and revenue are not confirmed in a retrieved source.
People: Michelle Phan
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The path: money and goods moving
- owned byMichelle PhanPhan fronts EM Cosmetics from 2013, relaunches it on April 17, 2017 and agrees to buy it from Ipsy through Divinium Labs on September 21, 2017.2013 to present
- backed byL'OrealL'Oreal launches and owns EM Cosmetics from August 2013 until it sells the brand to Ipsy in October 2015; Phan buys it from Ipsy in September 2017.2013 to 2015
- backed byIpsyIpsy holds EM Cosmetics from the 2015 L'Oreal exit until it agrees to sell the brand to Phan's Divinium Labs on September 21, 2017.2015 to 2017
Sources (primary or company): en.wikipedia.org · businesswire.com · cosmeticsbusiness.com · happi.com