EM Cosmetics

EM Cosmetics is a makeup brand founded by Michelle Phan. According to its official website, the brand is independently built and self-funded, and describes itself as a love letter to everything that first made its founder fall in love with makeup. Its formulas are created with intention to feel effortless and enhance what is already there. The brand's product line includes the Portrait Mode Setting Powder, a refining setting powder for a soft-focus finish, and the Phantom Blur Lip Tint, a watercolor wash lip tint.

EM Cosmetics was founded by Michelle Phan. On its official About page, the brand states that before EM there was just her, a camera, and a love for showing what makeup could become, and that today EM is independently built and self-funded. The brand describes itself as a love letter to everything that first made her fall in love with makeup, with every formula created with intention to feel effortless, enhance what is already there, and bring out everything that makes you, you.

Effortless formulas made to enhance, never cover.

• Portrait Mode Setting Powder

  A refining setting powder for soft-focus perfection, priced at $38.00. The ultra-fine setting powder delivers a soft-focus, blurred finish that smooths pores and sets makeup without looking cakey. The translucent formula works on all skin tones to create a naturally flawless, airbrushed look.

• Phantom Blur Lip Tint

  A watercolor wash for the lips that leaves an elegant stain — soft, diffused, barely-there non-drying lip tint, priced at $24. It applies like watercolor and dries into a suede matte finish, blurring lip lines and leaving lips naturally tinted.

1. 1EM Cosmetics — The Effortless Faceemcosmetics.com
2. 2A Love Letter to Beauty — EM Cosmeticsemcosmetics.com
3. 3Portrait Mode Setting Powder — EM Cosmeticsemcosmetics.com
4. 4Phantom Blur Lip Tint — EM Cosmeticsemcosmetics.com