L’Oréal approached YouTube sensation, makeup artist Michelle Phan, to create em—a new digital-first, socially driven makeup line inspired by her fans. There was no makeup counter for people to touch the product, so that brand launch relied solely on the online experience.

We created a site based around a community of makeup loving “sisters.” It’s a makeup school and a sisterhood, teaching girls how to experiment with makeup and allowing them to contribute to an ever-evolving brand.