BEAUTY

YouTube Beauty Guru, Michelle Phan, Releases 'EM' Cosmetics Line

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It's finally here! Michelle Phan's highly anticipated cosmetics' line has launched, and in a big way.

Debuting on August 15, Em Cosmetics was 2 years in the making, with many of its impressive innovations inspired by the millions of YouTube subscribers Phan has acquired as a resident online beauty guru.

The product we are loving the most from Phan's line? The Life Palette. Talk about every color and every shade!

The Life Palette is available in 6 different palettes, each with a whopping 36 different shades, comprising 4 different complimentary looks within each mega compact. The names for each palette are based on life's makeup major makeup moments: Day Life, Night Life, Party Life, Career Life, Love Life, and Beach Life. Available at $75 a pop, the palettes are refillable and also come with a small mini travel compact as part of a limited time offer.

Our other favorites include the Contour and Highlighter Stick. For $25, this product helps make sculpting and chiseling your best features super easy, and we all know what a feat that is with so many brushes and powders to choose from. This little guy makes contouring a one-stop shop. And the Lip Color Mixing Palette is super fun too. Inspired by the girl who loves to play with color, this pretty little portable lets you mix, play, and create! The possibilities are infinite with a range of shades and finishes-from glossy to classic to matte.

Aside from tons of products, Phan has a boatload of cool videos and tutorials on emcosmetics.com. From wedding, to concert, first impressions, and date night, she's pretty much got every makeup scenario covered. Check out the latest Em promo video below and let us know what you think!

Will you be trying out any of the items in the Em Cosmetics line? Let us know with a note below.

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