Value proposition

"From the moment I drew the first line on my eyes, I understood that makeup was a powerful medium of self-expression. EM Cosmetics was created to give you the tools you need to express yourself—through colors, lines and other forms of creativity. Whether you are a new beauty enthusiast, a seasoned creator, or a bona fide pro artist, I hope you find our products to be refined, effortless and useful in your own personal journey of self-expression.
Through EM Cosmetics, I encourage you to claim your power, share your art, and above all—rethink beauty.
Good luck!"​- Michelle Phan