Review (August 2025)

Makeup by em cosmetics from michelle phan.

1.48M

Estimated Revenue

672.31k

Website Visitors

3.4/5

Trustpilot Score

What do we know about EM Cosmetics?

Estimated Revenue (2020)

$1.48M

Total Employees

14

Founded

2013

Industry

Cosmetics

Location

Santa Monica, United States

About

EM Cosmetics: Makeup by EM Cosmetics from Michelle Phan.

Social Links

Alexa Ranking: 470726

What is EM Cosmetics's Revenue?

EM Cosmetics's estimated revenue for 2024 is $1.48M.

What does EM Cosmetics do?

"From the moment I drew the first line on my eyes, I understood that makeup was a powerful medium of self-expression. EM Cosmetics was created to give you the tools you need to express yourself—through colors, lines and other forms of creativity. Whether you are a new beauty enthusiast, a seasoned creator, or a bona fide pro artist, I hope you find our products to be refined, effortless and useful in your own personal journey of self-expression. Through EM Cosmetics, I encourage you to claim your power, share your art, and above all—rethink beauty. Good luck!"​- Michelle Phan

What are the monthly traffic metrics for Emcosmetics?

6/mo Traffic Growth

16.60%

All Time Traffic Growth

Create Free Account

Monthly Hits

672k

Time on Site

2.8Mins

Bounce Rate

50%

How fast is Emcosmetics growing?

Emcosmetics has grown by -23.6% in the last 6 months according to SimilarWeb.

How do people interact with Emcosmetics?

Last month, Emcosmetics received 672k visitors who spent an average of 2.8 minutes on the website and visited 4.0 different pages per session. Overall, 50% of people bounce on the first visit.

How do people find Emcosmetics?

282.4k people (42%) visit Emcosmetics directly. 262.4k (39%) people search for them in Google. Whereas, 49k (7%) discover Emcosmetics through Facebook, Reddit, and YouTube. 7.9k (1%) visitors come from Emcosmetics's email newsletters. Finally, 57.1k (8.5%) people come from affiliates and or paid referrals.

Who uses Emcosmetics?

Emcosmetics's top market is the United States and they receive 539.2k (80.2%) people.
Then the 2nd is Australia with 24.4k (3.6%).
The 3rd is is Canada with 23.6k (3.5%).

Traffic Growth (last 6 months)

All Traffic Source

Country Share

Traffic Growth (last 12 months)

See 12/mo Traffic Stats

What do Emcosmetics's customers say about them?

Review Score

3.4/5

Total Reviews

3

Info

EM Cosmetics
5 Star
66.7%
4 Star
0.0%
3 Star
0.0%
2 Star
33.3%
1 Star
0.0%
Read reviews that mention
Xx

Almost non existent customer service

Reviewed on 2020-12-09T11:06:18

Almost non existent customer service. Bought a serum blush and emailed them due to the dropper’s issue.But they didn’t reply to my emails at all for many days. Quite disappointed because I expected better. It was really pricey too for such a small bottle. And when I tried to write on review on their site, it disappears. Oh well.
read more
Olivia Vanessa Mae

Not a Influencer Cash Grab at all

Reviewed on 2020-05-24T18:56:31

In case you didn't know, EM is owned and operated by a Asian Beauty influencer Michelle Phan.She caters for the darker skin community so well and the branding, design and product is on point.
read more
Monaco

Great product - highly recommend.

Reviewed on 2019-12-11T21:55:57

I bought the EM Felt tip illustrative pen a few weeks ago. The package arrived on time and now it's my new holy grail product!I purchased this product because I'm not very good at makeup and I want to learn how to create a cat-eye. Anyways, this liner makes the job so much easier. It's pigmented and easy to use if you don't have a steady hand. Great for newbies. Alright, so to make this review fair, let me share one negative opinion. My only "complaint" is the price. It's a bit high - $21! You can easily find a cheaper one in a drugstore. However, I tried to buy a lower one from Revlon and the applicator was flaccid and the formula didn't last. Therefore, I'll be returning to Em cosmetics - it's worth the price! Especially since EM cosmetics now has a new brown shade and I REALLY wanna try that one next. :)
read more

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