Following the sale to L’Oreal in 2012, YouTube beauty star Michelle Phan is in the process of buying back her beauty brand Em Michelle Phan through the company she co-founded, Ipsy.
L’Oreal bought the brand from the star in 2012 in a bid to sell it to its consumers. However, the brand never made it past the start up phase and was said to have not lived up to the hype. Phan is now using the company she co-owns, Ipsy, to buy back the make-up line.
Phan said, “I’m grateful that L’Oréal believed in me and helped me bring my dream of creating a beauty brand to life. I’m excited to be working with Ipsy to bring Em home to my community, the original inspiration for the brand.”
The make-up line, which has 315 SKUs, was said to have not lived up to the hype and was too expensive for Phan’s young fan base. Priced at an average $23, it is not clear whether the products will be valued the same, however, an Ipsy rep disclosed that they would keep fans posted of future developments.
Carol Hamilton, President of the L’Oreal’s Luxe division, said, “We are proud to have worked with Michelle to help bring her vision to life.”
Ipsy was co-founded by Phan in 2011 and is a beauty box subscription model, which has now expanded to include Southern Californian studios.