L'Oreal Sells Michelle Phan's Beauty Line Back to Her

Michelle Pham - H 2015
Amy Sussman/Invision/AP

Em Michelle Phan is now owned by Ipsy, a company she co-founded.

Return to sender! After a two-year partnership with L'Oréal — which signed a lucrative deal in 2013 with the YouTube beauty star to launch her eponymous makeup line — Michelle Phan is buying back her beauty brand, Em Michelle Phan. WWD reported the decision was mutual.

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The buyer is technically Ipsy, a company Phan co-founded in 2011, based on the subscription beauty box model that now has expanded to include Southern California studios open to beauty content creators. According to WWD, the line — which boasted 315 SKUs — never made it past the start-up phase, and didn’t live up to the hype. It was also perhaps too expensive for Phan’s young fans.

As for L’Oréal, Carol Hamilton, president of the company’s Luxe division, said, "We are proud to have worked with Michelle to help bring her vision to life." The beauty maven — who was named one of THR’s Top 25 Digital Stars this year — added, "I’m grateful that L’Oréal believed in me and helped me bring my dream of creating a beauty brand to life. I’m excited to be working with Ipsy to bring Em home to my community, the original inspiration for the brand."

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No word yet on whether the products, which retail for an average of $23, will remain the same, but an Ipsy rep did say they will keep the community posted on future brand developments.