According to Allure, Phan’s line ‘em’ (a Vietnamese term of affection meaning “you”) is backed by L’Oreal and features a dizzying 250 products, including eye shadow, blush, lipstick, bronzer and more. To simplify things even further (isn’t that what YouTube beauty tutorials are all about?), em offers six comprehensive ‘Life Palettes,’ each of which contains 24 eye shadows, four blushes, and eight lip colors to use for day, night, work, play, etc. etc.
And Phan didn’t skimp on packaging, either. User friendly innovations–like easily swappable eye shadow pots and loose powder held safe by a screen, as well as some of the shades’ names–were inspired by comments from her zillions of fans on YouTube and Facebook.