Michelle Phan

Method

Michelle Phan posts makeup tutorials from May 2007 and her Lady Gaga tutorials pass a million subscribers by 2010, when Lancome makes her its official video makeup artist, widely reported as the first major brand deal for a YouTube beauty creator. She co founds MyGlam in 2011, which becomes Ipsy in September 2012 and raises $100 million in 2015 at a valuation above $500 million. L'Oreal launches Em Cosmetics with her in August 2013; she buys the stake back in 2015 and relaunches Em independently in April 2017 after leaving Ipsy. Endemol Beyond builds the Icon network with her in 2015. Em Cosmetics is her business today.

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The path: money and goods moving

• sponsored byLancomeWWD reports on February 19, 2010 that Lancome has made Phan its video makeup artist.2010
• ownsIpsyPhan co founds MyGlam in 2011, renamed Ipsy in 2012; Ipsy raises $100 million in September 2015 and she leaves in 2017.2011 to 2017
• ownsEM CosmeticsPhan 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
• licensed toL'OrealMichelle Phan licenses her name to L'Oreal for the Em Cosmetics launch in August 2013.2013 to 2015

Representation, events, tools

• atVidConMichelle Phan is inducted into the VidCon Hall of Fame in June 2026.2026