EM Cosmetics is a beauty brand founded by Michelle Phan, a well-known beauty influencer and entrepreneur. The brand focuses on creating high-quality makeup products that are easy to use and suitable for a wide range of skin tones. The product line includes items like lipsticks, eyeliners, and blushes, all designed to enhance natural beauty. EM Cosmetics emphasizes a minimalist approach, promoting a fresh and effortless look for everyday wear. The brand is also committed to cruelty-free practices, ensuring that no animals are harmed in the production of their cosmetics.