Your Big Sister in Beauty

Imagine your big sister with impeccable taste, full of life advice, and posessing the ultimate beauty secrets. She protects, guides & empowers you, revealing the magic within you.

EM, inspired by the affectionate Vietnamese term for a younger sibling, seeks to be that guiding big sister for you. Our products are crafted with meticulous precision and painstaking intention to enhance your natural beauty. We work through all the trial & error, so that makeup is effortless and enjoyable, and safe for the most sensitive skin.

You can't go wrong, no matter your age, skill level or skin condition.

Our Founder

I have always loved that makeup allowed me to enhance my authentic self, but knew that it can be super overwhelming with all of the products and techniques out there. I became a beauty creator to explore my own approach to beauty...

In Vietnamese, 'em' is an affectionate term for a younger sibling.

Formulation Philosophy

To say that we obsess over developing the best formulas in the market is an understatement. Michelle and our product development team travel the globe to develop the most unique and innovative formulations. Whether it's an artisan, hand-baked powder in Italy, specialized pearls in France to unique, sensorial textures found only in Japan, we don't compromise. We ensure that our formulas are clean, but more importantly that they are safe. All of our products are rigorously tested to be hypoallergenic and dermatologist tested.

Commitment to Clean

Clean formulations is a requirement for every product we develop, but we also develop formulas that are safe for all skin types. Our products are:

CRUELTY FREE

**Excluding Pick Me Up Length & Volume Mascara
**Excluding Illustrative Eyeliner Brush Tip

We work everyday to increase this list; see our website product pages for specific additional claims we have on our products.