The new cosmetics line by self-taught beauty expert Michelle Phan and L’Oreal, called “em michelle phan,” has launched online with more than 250 SKUs. It’s the first makeup line co-created by a ‘beauty community’ – and a ‘vlogger.’

Phan has the #1 YouTube beauty channel, and is one of the first beauty ‘vloggers’ to produce story-driven makeup tutorials. She began uploading tutorials in 2007 and has now garnered nearly one billion views, by her 4.5 million subscribers.

“em michelle phan was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor. My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” explained Phan.

Carol Hamilton, President of L’Oréal Luxe, commented, “Beauty lovers are increasingly consuming and sharing information digitally, through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry.”

“em” is a Vietnamese word that means “you.” The beauty community has been a part of every piece of the brand, providing input on launch products, shade names and product packaging. Community members also appear in package design, brand photography and on the em michelle phan website.

At launch, em michelle phan will be sold exclusively online to US customers at www.emcosmetics.com. Created to offer a social e-commerce experience, the site will allow beauty lovers to interact with friends and other consumers, provide feedback on creating looks and the products and share on their own social media channels.