page_title: Michelle Phan
section_title: Career
hierarchical_section_title: Michelle Phan / Career
caption_attribution_description: Michelle Phan at Sephora, Glendale, California Photo by Kastle Waserman for Stiletto City &lt;a href="http://www.stilettocity.com" rel="nofollow"&gt;www.stilettocity.com&lt;/a&gt;
context_page_description: Michelle Phan is an American makeup artist, entrepreneur, and voice actress who became notable as a YouTuber. A pioneering Beauty YouTuber, Phan's YouTube channel has over 8.9 million subscribers, 1.1 billion lifetime views, and 385 uploaded videos. She is the founder and owner of the cosmetics line EM Cosmetics.
context_section_description: In 2005, Phan had a personal blog in which she discussed different makeup tutorials and received requests for further instruction. She began posting tutorial vlogs on Xanga under the username Ricebunny, and then began publishing on YouTube in May 2007.
  BuzzFeed featured two of Phan's "How To Get Lady Gaga's Eyes" makeup tutorials in 2009 and 2010, which helped them go viral and brought her over a million subscribers. In 2010, Lancôme made Phan their official video make-up artist after she featured some of their products in her videos, making her the company's first Vietnamese-American spokesperson.
  In 2011, Phan co-founded MyGlam, a monthly beauty products subscription service, which has since been renamed Ipsy, launched in September 2012; Ipsy is a sponsor of the Generation Beauty conference. Phan became a YouTube advertising partner and launched FAWN, a YouTube MCN (multi-channel network), in 2012.
  On August 15, 2013, L'Oreal launched a new cosmetic line called EM Cosmetics by Michelle Phan, dedicating the brand to her mother. In April 2015, Phan bought L'Oreal's share of EMC Cosmetics through Ipsy and confirmed on her Instagram in December 2016; she later acquired the company from IPSY and relaunched in April 2017. During this time, Phan also resigned from Ipsy in order to focus on EM Cosmetics.
  In May 2014, Phan announced her partnership with Endemol Beyond USA to build a talent network to feature people from YouTube and create content for millennials. The ICON network, dedicated to "beauty, lifestyle and entertainment", launched in March 2015 online and on television via Roku. In September 2014, Phan partnered with Cutting Edge Group  to launch Shift Music Group. Phan published a book with Random House in October 2014, titled Make Up: Your Life Guide to Beauty, Style, and Success -- Online and Off.
  In 2015, Phan was named to the Inc. 30 under 30 and Forbes 30 under 30 lists. The same year, she raised $100 million to value the company Ipsy at over $500 million.
  In 2018, Phan found the start-up Thematic, a company specializing in licensing music.
caption: Michelle Phan in 2012 at a Sephora in Glendale, California
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