YouTube superstar Michelle Phan and L’Oréal USA’s Luxe division created a full-scale color cosmetics collection designed to live where the online makeup artist’s outsize persona lives—cyberspace. Less than three months after the August launch of EM, or “sister” in Vietnamese, more than 3.5 million unique visitors had flocked to emcosmetics.com, home to more than 250 stockkeeping units. But the launch was no surprise to Phan’s 5 million YouTube subscribers, or “bunnies” as she calls to them. Phan included fans in nearly every detail of the line’s development, from the design to shade names. The products will live offline as well. Phan and L’Oréal have plans to open a 1,500-square-foot store in December, merging the online and offline worlds in one of the most original ways beauty has seen.

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