Michelle Phan is an absolute magnificence powerhouse. Whereas right this moment we scroll by means of TikTok or Instagram and immediately have entry to 1000’s of magnificence how-tos, ideas, and tips, there was a time when on-line magnificence tutorials didn’t exist. Enter Phan, a digital pioneer you possible acknowledge as the unique magnificence blogger and, dare we are saying, the creator of one of many first YouTube make-up tutorials of all time. Over the past decade, she has garnered a worldwide group of over 10 million followers, over one billion views, and greater than 350 movies. She was on the helm of digital influencing and helped pave the way in which for a whole technology of magnificence creators to return. 

In 2011, Phan co-founded Ipsy, a month-to-month subscription service that turned the world’s largest magnificence group the place insider magnificence content material and samples have been shared. Then, in 2016, she took a much-needed and well-deserved digital detox, going darkish on all of her platforms—and when she got here again a 12 months later, it was with a pushed goal. Phan spent the 12 months redesigning and relaunching her magnificence line, EM Cosmetics, which she initially launched alongside L’Oréal in 2013. The relaunch symbolized her freedom because the proprietor with full inventive management to convey the model into a contemporary magnificence world and encourage shoppers to create and rethink magnificence.

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