It's been reported that YouTube beauty star Michelle Phan is walking away from her sampling box business Ipsy, so she can concentrate on her makeup line, EM Cosmetics which she has recently acquired.
EM, which was started in collaboration with L'Oréal in 2013, didn't skyrocket successfully like Phan's other ventures. After dealing with the downfall of the brand, Phan decided she needed a complete digital detox and boldy left her company, her YouTube channel and her life to go on a year-long hiatus.
Now she's back, and she's bought back EM Cosmetics with her – relaunching it as part of her new company Divinium Labs, LLC. Phan said in a statement, “Leading EM Cosmetics will allow me to realize my vision of building a global beauty brand with innovative R&D and increased vertical integration.” EM currently has a small assortment of eyeliners and liquid lipsticks that it sells on its own site, as well as more than 300,000 Instagram followers.
Ipsy also has some news of its own. It's launching an e-commerce platform called Ipsy Shopper. After years of only offering samples, from November this year, Ipsy members will be able to buy full-sized products too.
