Is the rise and rise of beauty vloggers coming to an end? Just this week L’Oréal USA announced that after a two-year deal with YouTube star Em Michelle Phan, her co-created line would no longer be stocked by the beauty giant.
The collection, which launched in August 2013 is now being sold back to Michelle's own company Ipsy — a beauty box subsciption concept company. “Together, we’ve made the decision to sell Em Michelle Phan to Ipsy, a company which Michelle cofounded,” said Carol Hamilton, L’Oréal USA's Luxe Division President. “We are proud to have worked with Michelle to help bring her vision to life.”
So what does Michelle think of the new direction? “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.”
Ipsy doesn't ship to the Middle East but their website is brimming with beauty tips.