LOréal and Michelle Phan launch online beauty range

"em michelle phan was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor,” explained Phan. “My focus from the beginning has been about empowering women to tell their own beauty stories with make-up.”

In keeping with the brands philosophy of sharing information, tutorials and creating an online community, the site will allow consumers to interact with friends and the wider beauty community, provide feedback on the products and creating new looks, and then share them on their own social media channels.

"Beauty lovers are increasingly consuming and sharing information digitally, though online communities,” added Carol Hamilton, President of LOréal Luxe. “We saw the power of these communities and wanted to meet them where they live – online. Michelle Phans expertise in make-up, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this is all about – community, empowerment, artistry.”

The product range comprises over 250 skus including The Life Palette, a refillable eyeshadow, cheek and lip palette featuring 36 shades each themed around a different life moment. These include Beach Lift, Party Life, Love Life and Day Life.

In addition, there are products for lips, eyes, cheeks and the face, and every product features in one of Phans tutorials. Products range in price from $15 - $75 and are available now at emcosmetics.com