By  on July 15, 2014

In a bid to build needed critical mass, the Luxe division of L’Oréal USA will expand the reach of its fledgling color cosmetics brand, em Michelle Phan, on Friday by introducing it on Amazon’s Luxury Beauty Store site.

Carol Hamilton, president of the Luxe division, said the 11-month-old brand “continues to do well on our own e-commerce site.” She pointed out that em is the first brand the division has created from scratch, and admitted that the learning curve has been “dynamic” during the last year. “Right now it is still in the incubation stage,” she said.

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