Michelle Phan, the YouTube beauty vlogger and Ipsy Co-founder, is due to officially relaunch her Em Cosmetics line on 17 April.
Phan has been sharing images with her 2.1 million Instagram followers in the run up to the relaunch, which she describes in one post as a "rebirth" instead of a rebrand.
A soft launch of the new Em Cosmetics products has already happened, with the French Nude shade selling out in hours, according to Phan's Instagram page.
The brand's new logo is said to be a reflection of the 'divine proportions' of beauty, and contains the letters E and M hidden within.
In an interview with Racked, Phan explained that she stopped uploading to YouTube and “completely disappeared” after suffering with suspected depression following the initial launch of her debut colour cosmetics line.
After three years of collaborative work, the launch of Em Cosmetics was not the success L'Oréal or Phan had hoped for and, in October 2015, Phan announced plans to buy back the Em brand from L’Oréal through her sampling company Ipsy.
She told Racked: “I was really hurt when the brand didn’t take off,” she says. “It just sucked.”
In 2016, Phan revealed, she went travelling for nine months, visiting Egypt, China and Europe, plus other locations in an effort to "heal" and "reflect" after the knock-back.
Phan’s rebirth of Em Cosmetics, which uses the tagline 'Dream, create and re-think beauty', will feature a range comprising creamy liquid lipsticks called Infinite Lip Cloud ($16) and liquid eyeliners, Illustrative Eyeliner Collection ($15).
The vlogger decided to focus on only these two categories after asking her fans what products they would like her to produce. She said in a post: "Last year, you asked for a comfortable, non drying alternative to liquid lipstick. Say hello to our Infinite Lip Cloud in Rose Nude."
The products are cruelty-free, vegan and made in the US. They will be available online at emcosmetics.com but consumers will be limited to three purchases per person, per item during the relaunch period.
