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Self-taught beauty vlogger and entrepreneur Michelle Phan posing with her stash of goodies–Em Michelle Phan

For months, beauty insiders have been buzzing over news that YouTube make-up maestro Michelle Phan would be creating her own line.

Well, the wait is over. The online shopping portal for her debut make-up line, Em Michelle Phan, is now live, and will offer over 250 products, including 36 shades of eye shadow, blushers and lipsticks designed around themed looks including “Day Life” and “Party Life”.

Michelle Phan teams up with L’Oreal for cosmetics line

Managed in collaboration with L’Oreal, the products range from US$15 to US$75, and are sold exclusively on the website. 

High on our wishlist are the foolproof all-in-one palettes (at left), with complementary shadows, blush and lips arranged in concentric, cheerful whorls.

Of course, this being Michelle Phan, browsers of the shopping portal can also view 70 makeup tutorials, all filmed in the star’s signature chipper tone.

For now, Singapore fans will have to hang on to their hats (and eyelash curlers). Em Michelle Phan is currently only sold online to U.S based customers, although we hear plans are underway for international delivery sometime next year. Stay tuned to herworldplus.com for updates on the launch date. 

Em Michelle Phan is available at www.emcosmetics.com.