ipsy Launches Shopper and Reaches Agreement to Sell EM Cosmetics to Michelle Phan

ipsy and Michelle Phan announced that they have entered into a definitive agreement for Divinium Labs, LLC, a company owned by Michelle Phan, to acquire EM Cosmetics from ipsy. Michelle will be moving on from ipsy to focus on leading EM Cosmetics. ipsy will continue to grow as a partner to beauty brands with the launch of ipsy Shopper, a personalized beauty shopping service.

“At ipsy, we have always embraced an entrepreneurial spirit supporting over 300 beauty brands from the largest name brands to start-ups disrupting the space. Being objective is what allows us to serve our community of ipsters with a broad range of looks and products that help them express their unique beauty. Consistent with that strategy, we’re now excited to announce ipsy Shopper, a personalized beauty shopping experience, that will launch in November to support our wide variety of brand partners with over tens of thousands of SKUs,” said Marcelo Camberos, ipsy co-founder and CEO.

“The idea of building an innovative beauty company for the creator generation is what created ipsy. Michelle was pivotal in growing our creator community to over 8,000 creators, 4 successful yearly Generation Beauty events and over half a billion monthly content views. We thank Michelle and are excited to see where she will lead EM Cosmetics in the future,” said Jennifer Goldfarb, ipsy co-founder and President.

“I’m excited to continue to develop EM Cosmetics for my community. Leading EM Cosmetics will allow me to realize my vision of building a global beauty brand with innovative R&D and increased vertical integration. It’s been fun and rewarding to help build ipsy from the ground up, as we’ve seen creators fundamentally change the face of the beauty industry,” said Michelle Phan.


Personalized Beauty Discovery, Inc., (dba ipsy), the beauty company of the creator movement, and was co-founded in 2011 by Marcelo Camberos, Jennifer Goldfarb, and Michelle Phan. ipsy now works with more than 8,000 creators and reaches more than 20 million individuals every month through its owned and operated channels. The company operates the Glam Bag, a personalized beauty sampling service for more than 2.5 million members, and ipsy Shopper, the largest online beauty marketplace, with over 30,000 SKUs that provides customized recommendations plus 10-30% cash back on every single purchase.

EM Cosmetics:

EM Cosmetics is a different kind of cosmetics brand, created by a different kind of founder. Michelle’s goal was to develop a beauty brand for today’s modern consumer. EM’s products are designed to be refined, effortless and instrumental for the personal journey of self expression. Beauty and art have always been a central part of Michelle Phan’s life since a young age. From the moment she drew the first line on her eyes, she understood that makeup was a powerful medium of self-expression. And so her mission throughout her career has been to inspire people everywhere to claim their power, share their art

No Comments Yet

Leave a Reply