YouTube Celeb Michelle Phan Launches Makeup Line

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By Samantha Murphy2013-08-16 14:33:39 UTC

Michelle Phan, who made a name for herself on YouTube by posting beauty tutorials, announced the debut of her own makeup line on FRiday, inspired by fans' online requests and feedback over the years.

The online celebrity — who announced the news via YouTube, of course — is teaming up with L'Oreal to introduce 250 beauty items under her own label called 'em' (an affectionate term that means "you" in Vietnamese).

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Phan has created 266 videos with more than 765 million views since posting her first beauty tutorial on YouTube in 2007. She immediately received a rush of comments and questions from women worldwide, urging her to post more videos. Her popularity grew over the years and has since acquired more than 4.5 million subscribers on the video-sharing site.

"All of your makeup related comments and feedback inspired us to create and formulate the products and colors," she said in the announcement video. "If you ever made a beauty comment to me, you've helped co-create this makeup line."

The products also come with tutorials, which are hosted on emcosmetics.com.

Image: Robin Marchant/Getty Images

Topics: beauty, Business, Marketing, michelle phan, Startups, Travel & Leisure, YouTube