L’Oreal Teams with Vlogger for New Line

The L'Oréal Luxe group has launched a new online-only cosmetics line with beauty vlogger Michelle Phan.

The new line, em michelle phan, features more than 250 SKUs that were created by Phan and her community of beauty lovers and experts.

A self-taught makeup artist, Michelle Phan’s YouTube tutorials have garnered nearly 1 billion views since she first began in 2007 and her channel boasts 4.5 million subscribers.

Hero products of the new line include the Life Palette, featuring refillable eyeshadow, cheek and lip colors, and the Great Cover Up concealer.

em michelle phan will be sold exclusively online in the U.S. at EmCosmetics.com, which features social e-commerce features designed to enhance the digital shopping experience. Customers can interact, provide feedback and share tips with one another.

"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,” says Carol Hamilton, president, L'Oréal Luxe. “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."