L'Oreal
Beauty conglomerate, Em Cosmetics launch partner · Outside the United States
- Founded
- 1909
- Entered
- 2005
- Placed at
- 2005: founded 1909, before the timeline start; shown from 2005
- Status 2026
- Active
- Metro
- Outside the United States
- Embeddedness
- 2 connections
- Confidence
- verified · strongest source primary or company
Method
L'Oreal launches EM Cosmetics by Michelle Phan on August 15, 2013, the first mass beauty line built around a YouTube creator, from its Paris headquarters and New York US base after nearly three years of development. The line underperforms because its prices, upwards of 50 dollars a product, sit above Phan's audience, and in October 2015 L'Oreal USA sells the brand to Ipsy, the subscription company Phan co founded in 2011. Phan relaunches EM on April 17, 2017 as a direct to consumer brand with ten products, and on September 22, 2017 her company Divinium Labs buys the brand outright from Ipsy as she leaves Ipsy. The deal is the template that Coty's Kylie purchase and Estee Lauder's later creator lines follow.
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The path: money and goods moving
- invested inEM CosmeticsL'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
- licensed fromMichelle PhanMichelle Phan licenses her name to L'Oreal for the Em Cosmetics launch in August 2013.2013 to 2015