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Portrait Mode Refining Setting Powder translucent powder for all skin tones

The Soft Focus Powder

Weightless. Seamless. A perfecting finish that feels like nothing.

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Portrait Mode Refining Setting Powder translucent powder for all skin tones

The Soft Focus Powder

Weightless. Seamless. A perfecting finish that feels like nothing.

Shop Now

SOFT FOCUS BEAUTY

Softly blurred and beautifully balanced.

EM Cosmetics Portrait Mode Setting Powder shown open, revealing the finely-milled, translucent powder and applicator puff.
Sheer
Before and after of Michelle Phan using EM Cosmetics Portrait Mode Setting Powder to blur pores and mattify shine.
Before and after on a model with light skin using EM Cosmetics Portrait Mode Powder for a smooth, soft-focus finish.
The sleek, minimalist white compact of the EM Cosmetics Portrait Mode Refining Setting Powder, shown closed.
A texture swatch of EM Cosmetics Portrait Mode Powder demonstrating its ultra-fine translucent finish
Before and after on a model with medium skin, showing the blurring effect of EM Cosmetics Portrait Mode Powder
How-to-use infographic for EM Cosmetics Portrait Mode Powder
Infographic on benefits of EM Cosmetics Portrait Mode Setting Powder
$ 38

EM Cosmetics Soft Spoken Velvet Lip Creme in Whisper, a nude pink lipstick with a comfortable, soft-matte finish.
Whisper
Whisper
Whisper
Whisper
Whisper
EM Cosmetics Soft Spoken Velvet Lip Creme in Petal, a dusty rose shade for a romantic, velvety, soft-matte lip look.
Petal
Petal
Petal
Petal
Petal
EM Cosmetics Soft Spoken Velvet Lip Creme in Tender, a soft mauve lipstick with a smooth, non-drying matte finish.
Tender
Tender
Tender
Tender
Tender
Tender
Tender
Tender
EM Cosmetics Soft Spoken Velvet Lip Creme in Intuition, a warm rose brown for a sophisticated, velvety pout.
Intuition
Intuition
Intuition
Intuition
Intuition
EM Cosmetics Soft Spoken Velvet Lip Creme in Manifest, a rich berry shade for a bold, statement lip with a velvet feel.
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
EM Cosmetics Soft Spoken Velvet Lip Creme in Flutter, a peachy nude shade for a soft, everyday velvet-matte lip.
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
EM Cosmetics Soft Spoken Velvet Lip Creme in Hush, a tawny nude for a warm, comfortable, soft-matte lip look.
Hush
Hush
Hush
Hush
Hush
EM Cosmetics Soft Spoken Velvet Lip Creme in Flirt, a playful coral pink lipstick with a modern velvet finish.
Flirt
Flirt
Flirt
Flirt
Flirt
EM Cosmetics Soft Spoken Velvet Lip Creme in Wednesday, a deep oxblood for a vampy, dramatic lip with a soft feel.
Wednesday
Wednesday
Wednesday
Wednesday
Wednesday
Whisper
Whisper
Petal
Petal
Tender
Tender
Intuition
Intuition
Manifest
Manifest
Flutter
Flutter
Hush
Hush
Flirt
Flirt
Wednesday
Wednesday

Soft Spoken

Velvet Lip Crème

$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24

Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Magic Hour, showing the marbled, baked texture.
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Venetian Rose, showing the marbled, baked texture.
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Seraph, a soft pink shade, showing the marbled, satin powder texture.
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Elysium, a bright peach-coral shade, showing the marbled, satin powder texture.
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Baroque, a warm bronzy nude shade, showing the marbled, satin powder texture.
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Rococo, showing the marbled, satin powder texture.
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Faded Clementine, showing the marbled, baked texture.
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Heirloom Persimmon, showing the marbled, baked texture.
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Magic Hour
Magic Hour
Venetian Rose™
Venetian Rose™
Seraph
Elysium
Baroque
Baroque
Rococo
Rococo
Faded Clementine
Faded Clementine
Persimmon
Persimmon

Heaven's Glow

Blush

$ 34
$ 34
$ 34
$ 34
$ 34
$ 34
$ 34
$ 34

EM Cosmetics So Soft Blush stick in Baby, a pale pink cream blush for a delicate, natural-looking, satin-finish flush.
Baby
Baby
Baby
Baby
EM Cosmetics So Soft Blush stick in Bitten, a rich berry cream blush for a beautiful, just-pinched cheek look.
Bitten
Bitten
Bitten
Bitten
Bitten
Bitten
EM Cosmetics So Soft Blush stick in Lychee, a melon pink cream blush that gives a fresh, dewy pop of color.
Lychee
Lychee
Lychee
Lychee
EM Cosmetics So Soft Blush stick in Passion, a vibrant fuchsia for a bold, buildable cheek color with a satin finish.
Passion
Passion
Passion
Passion
Passion
Passion
Passion
EM Cosmetics So Soft Blush stick in Pearl Tea, a warm nude for a subtle, natural flush of color on the cheeks.
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
EM Cosmetics So Soft Blush stick in Venetian Rose, a vintage rose cream blush for a romantic, soft-focus finish.
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
EM Cosmetics So Soft Blush stick in Chiffon, a soft peach shade that provides a warm, natural-looking, dewy flush.
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
EM Cosmetics So Soft Blush stick in Demure, a soft mauve cream blush for a sophisticated, elegant cheek color.
Demure
Demure
Demure
Demure
Demure
Demure
Demure
Demure
EM Cosmetics So Soft Blush stick in Strawberry, a bright pink-red for a vibrant, youthful, dewy flush of cheek color.
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Baby
Baby
Bitten
Bitten
Lychee
Lychee
Passion
Passion
Pearl Tea
Pearl Tea
Venetian Rose™
Venetian Rose™
Chiffon
Chiffon
Demure
Demure
Strawberry
Strawberry

So Soft

Blush

$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30

Optimized banner_divine_water_perfecting_mist_1132_mish_edit_optimized.webp

#1 BEST-SELLING

Divine Water
Perfecting Mist

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SHOP BESTSELLERS

EM Cosmetics Portrait Mode Setting Powder shown open, revealing the finely-milled, translucent powder and applicator puff.
Sheer
Before and after of Michelle Phan using EM Cosmetics Portrait Mode Setting Powder to blur pores and mattify shine.
Before and after on a model with light skin using EM Cosmetics Portrait Mode Powder for a smooth, soft-focus finish.
The sleek, minimalist white compact of the EM Cosmetics Portrait Mode Refining Setting Powder, shown closed.
A texture swatch of EM Cosmetics Portrait Mode Powder demonstrating its ultra-fine translucent finish
Before and after on a model with medium skin, showing the blurring effect of EM Cosmetics Portrait Mode Powder
How-to-use infographic for EM Cosmetics Portrait Mode Powder
Infographic on benefits of EM Cosmetics Portrait Mode Setting Powder
$ 38

EM Cosmetics Shapeshift Tubing Mascara shown open, revealing its unique wand for lengthening and volumizing lashes.
Black
How-to-use infographic for the EM Cosmetics Shapeshift Tubing Mascara, showing how to build length and volume.
The sleek, minimalist white tube of EM Cosmetics Shapeshift Tubing Mascara, a lengthening and volumizing formula.
Michelle Phan holding the EM Cosmetics Shapeshift Tubing Mascara (WebP optimized)
Model with dark skin demonstrating the impressive lengthening and volumizing effects of EM Cosmetics Shapeshift Tubing Mascara
Before and after on a model with dark skin showing lengthened lashes with EM Cosmetics Shapeshift Mascara
Michelle Phan and a model both wearing EM Cosmetics Shapeshift Mascara
Infographic showcasing the innovative dual-wand design of the EM Cosmetics Shapeshift Tubing Mascara
Infographic on benefits of EM Cosmetics Shapeshift Mascara including lengthening and tubing technology
An image demonstrating the easy clean removal of EM Cosmetics Shapeshift Tubing Mascara
Before and after of Michelle Phan using EM Cosmetics Shapeshift Tubing Mascara
Sold out
$ 26

EM Cosmetics Soft Spoken Velvet Lip Creme in Whisper, a nude pink lipstick with a comfortable, soft-matte finish.
Whisper
Whisper
Whisper
Whisper
Whisper
EM Cosmetics Soft Spoken Velvet Lip Creme in Petal, a dusty rose shade for a romantic, velvety, soft-matte lip look.
Petal
Petal
Petal
Petal
Petal
EM Cosmetics Soft Spoken Velvet Lip Creme in Tender, a soft mauve lipstick with a smooth, non-drying matte finish.
Tender
Tender
Tender
Tender
Tender
Tender
Tender
Tender
EM Cosmetics Soft Spoken Velvet Lip Creme in Intuition, a warm rose brown for a sophisticated, velvety pout.
Intuition
Intuition
Intuition
Intuition
Intuition
EM Cosmetics Soft Spoken Velvet Lip Creme in Manifest, a rich berry shade for a bold, statement lip with a velvet feel.
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
Manifest
EM Cosmetics Soft Spoken Velvet Lip Creme in Flutter, a peachy nude shade for a soft, everyday velvet-matte lip.
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
Flutter
EM Cosmetics Soft Spoken Velvet Lip Creme in Hush, a tawny nude for a warm, comfortable, soft-matte lip look.
Hush
Hush
Hush
Hush
Hush
EM Cosmetics Soft Spoken Velvet Lip Creme in Flirt, a playful coral pink lipstick with a modern velvet finish.
Flirt
Flirt
Flirt
Flirt
Flirt
EM Cosmetics Soft Spoken Velvet Lip Creme in Wednesday, a deep oxblood for a vampy, dramatic lip with a soft feel.
Wednesday
Wednesday
Wednesday
Wednesday
Wednesday
Whisper
Whisper
Petal
Petal
Tender
Tender
Intuition
Intuition
Manifest
Manifest
Flutter
Flutter
Hush
Hush
Flirt
Flirt
Wednesday
Wednesday

Soft Spoken

Velvet Lip Crème

$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24
$ 24

EM Cosmetics Color Drops Serum Blush in Rose Milk, a baby pink liquid blush for a soft, natural, dewy, milky finish.
Rose Milk
Rose Milk
Rose Milk
Rose Milk
Rose Milk
Rose Milk
EM Cosmetics Color Drops Serum Blush in Little Lilac, a cool-toned lavender for a unique, ethereal, dewy cheek flush.
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Little Lilac
Sold out
Little Lilac
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Little Lilac
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Little Lilac
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Little Lilac
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Little Lilac
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Little Lilac
EM Cosmetics Color Drops Serum Blush in Pink Nectar, a watermelon pink, shown closed in its glass dropper bottle.
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
Pink Nectar
EM Cosmetics Color Drops Serum Blush in Venetian Rose, a vintage rose shade for a romantic, dewy cheek flush.
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
EM Cosmetics Color Drops Serum Blush in Autumn Sky, a muted coral liquid blush for a warm, healthy-looking dewy flush.
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
Autumn Sky
EM Cosmetics Color Drops Serum Blush in Forbidden Fruit, a vibrant poppy shade for a bold, buildable, dewy cheek color.
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
Forbidden Fruit
EM Cosmetics Color Drops Serum Blush in Sunset Sky, a warm amber liquid blush for a sun-kissed, radiant, dewy glow.
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Sunset Sky
Rose Milk
Rose Milk
Little Lilac
Little Lilac
Pink Nectar
Pink Nectar
Venetian Rose™
Venetian Rose™
Autumn Sky
Autumn Sky
Forbidden Fruit
Forbidden Fruit
Sunset Sky
Sunset Sky

Color Drops

Serum Blush

$ 28
$ 28
$ 28
$ 28
$ 28
$ 28
$ 28

EM Cosmetics Daydream Cushion Foundation with SPF in Cloud Dream, a fair shade for a natural, radiant, dewy finish.
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Cloud Dream
Cloud Dream - Before & After
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Cloud Dream
Before & After
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Cloud Dream
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Cloud Dream
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Cloud Dream
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Cloud Dream
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Cloud Dream
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Cloud Dream
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Cloud Dream
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Cloud Dream
EM Cosmetics Daydream Cushion Foundation with SPF in Gentle Light, a light shade with neutral undertones for a dewy look.
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Gentle Light
Product animation
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Gentle Light
Product animation
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Gentle Light
daydream-cushion-tinted-spf-gentle-light-model-2
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Gentle Light
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Gentle Light
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Gentle Light
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Gentle Light
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Gentle Light
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Gentle Light
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Gentle Light
EM Cosmetics Daydream Cushion Foundation with SPF in Sweet Secret, a light-medium shade for evening skin tone.
Sweet Secret
Product animation
Sweet Secret
Product animation
Sweet Secret
Sweet Secret
daydream-cushion-tinted-spf-sweet-secret-model-1
Sweet Secret
Sweet Secret
daydream-cushion-tinted-spf-sweet-secret-model-2
Sweet Secret
Sweet Secret
Sweet Secret
Sweet Secret
EM Cosmetics Daydream Cushion Foundation with SPF in Summer Hue, a medium shade for a healthy, sun-kissed appearance.
Summer Hue
Product animation
Summer Hue
Product animation
Summer Hue
Summer Hue
Summer Hue
Summer Hue
Summer Hue
Summer Hue
Summer Hue
Summer Hue
EM Cosmetics Daydream Cushion Foundation with SPF in Warm Dusk, a tan shade with warm undertones for a radiant complexion.
Warm Dusk
Product animation
Warm Dusk
Product animation
Warm Dusk
Warm Dusk
daydream-cushion-tinted-spf-warm-dusk-model-1
Warm Dusk
Warm Dusk
Warm Dusk
Warm Dusk
Warm Dusk
Warm Dusk
EM Cosmetics Daydream Cushion Foundation with SPF in Magic Dream, a rich shade for a deep, even, and glowing complexion.
Magic Dream
Product animation
Magic Dream
Product animation
Magic Dream
daydream-cushion-tinted-spf-magic-dream-model-2
Magic Dream
Magic Dream
Magic Dream
Magic Dream
Magic Dream
Magic Dream
Magic Dream
Magic Dream
Cloud Dream
Cloud Dream
Gentle Light
Gentle Light
Sweet Secret
Sweet Secret
Summer Hue
Summer Hue
Warm Dusk
Warm Dusk
Magic Dream
Magic Dream

Daydream

Cushion Foundation SPF

$ 48
$ 48
$ 48
$ 48
$ 48
$ 48

Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Magic Hour, showing the marbled, baked texture.
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Magic Hour
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Venetian Rose, showing the marbled, baked texture.
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Seraph, a soft pink shade, showing the marbled, satin powder texture.
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Sold out
Seraph
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Elysium, a bright peach-coral shade, showing the marbled, satin powder texture.
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Sold out
Elysium
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Baroque, a warm bronzy nude shade, showing the marbled, satin powder texture.
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Baroque
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Rococo, showing the marbled, satin powder texture.
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Rococo
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Faded Clementine, showing the marbled, baked texture.
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Faded Clementine
Open compact of EM Cosmetics Heaven's Glow Radiant Veil Blush in Heirloom Persimmon, showing the marbled, baked texture.
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Persimmon
Magic Hour
Magic Hour
Venetian Rose™
Venetian Rose™
Seraph
Elysium
Baroque
Baroque
Rococo
Rococo
Faded Clementine
Faded Clementine
Persimmon
Persimmon

Heaven's Glow

Blush

$ 34
$ 34
$ 34
$ 34
$ 34
$ 34
$ 34
$ 34

Ember
Ember
Enigma
Enigma
Enigma
Enigma
Enigma
Mirage
Mirage
Arcane
Arcane
Arcane
Arcane
Arcane
Charmed
Charmed
Charmed
Charmed
Charmed
Sale
Ember
Enigma
Mirage
Arcane
Charmed

Lip Mage

Tinted Serum

$ 22
$ 22
$ 22
$ 22
$ 22
$ 110 $ 99 ( 10% off )

EM Cosmetics So Soft Blush stick in Baby, a pale pink cream blush for a delicate, natural-looking, satin-finish flush.
Baby
Baby
Baby
Baby
EM Cosmetics So Soft Blush stick in Bitten, a rich berry cream blush for a beautiful, just-pinched cheek look.
Bitten
Bitten
Bitten
Bitten
Bitten
Bitten
EM Cosmetics So Soft Blush stick in Lychee, a melon pink cream blush that gives a fresh, dewy pop of color.
Lychee
Lychee
Lychee
Lychee
EM Cosmetics So Soft Blush stick in Passion, a vibrant fuchsia for a bold, buildable cheek color with a satin finish.
Passion
Passion
Passion
Passion
Passion
Passion
Passion
EM Cosmetics So Soft Blush stick in Pearl Tea, a warm nude for a subtle, natural flush of color on the cheeks.
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
Pearl Tea
EM Cosmetics So Soft Blush stick in Venetian Rose, a vintage rose cream blush for a romantic, soft-focus finish.
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
Venetian Rose™
EM Cosmetics So Soft Blush stick in Chiffon, a soft peach shade that provides a warm, natural-looking, dewy flush.
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
Chiffon
EM Cosmetics So Soft Blush stick in Demure, a soft mauve cream blush for a sophisticated, elegant cheek color.
Demure
Demure
Demure
Demure
Demure
Demure
Demure
Demure
EM Cosmetics So Soft Blush stick in Strawberry, a bright pink-red for a vibrant, youthful, dewy flush of cheek color.
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Strawberry
Baby
Baby
Bitten
Bitten
Lychee
Lychee
Passion
Passion
Pearl Tea
Pearl Tea
Venetian Rose™
Venetian Rose™
Chiffon
Chiffon
Demure
Demure
Strawberry
Strawberry

So Soft

Blush

$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30

ShapeShift Tubing Mascara usage guide showing application techniques and benefits

Shapeshift Tubing Mascara

Shape Your Gaze

Use these sections to promote a particular feature with editorial photography.

Shop Now
EM Cosmetics Heaven's Glow Blush in Baroque, a peachy coral with gold reflects for a healthy, radiant cheek glow.

Baroque

Heaven's Glow
Blush

$ 34
EM Cosmetics Phantom Blur Lip Tint in Chateau, a deep wine red, a blurring formula for a sophisticated, velvety lip.

Chateau

Phantom Blur
Lip Tint

$ 24

Get Michelle's Look

Michelle Phan wearing Heaven's Glow Radiant Veil Blush in Baroque shade

Get Michelle's Look

EM Cosmetics Heaven's Glow Blush in Baroque, a peachy coral with gold reflects for a healthy, radiant cheek glow.

Baroque

Heaven's Glow
Blush

$ 34
EM Cosmetics Phantom Blur Lip Tint in Chateau, a deep wine red, a blurring formula for a sophisticated, velvety lip.

Chateau

Phantom Blur
Lip Tint

$ 24

Soft Spoken Velvet Lip Crème

Pillow Plush Blush

Commitment to Clean

Clean formulations is a requirement for every product we develop, but we also develop formulas that are safe for all skin types. Our products are:

*Excluding Pick Me Up Length & Volume Mascara
**Excluding Illustrative Eyeliner Brush Tip
We work everyday to increase this list; see our website product pages for specific additional claims we have on our products.