Four years ago, beauty entrepreneur Michelle Phan parlayed her career from YouTube into makeup when she unveiled her brand, EM Cosmetics. As one of the first YouTubers to enter the space, she carried a whole category on her back, and with the brand’s Color Drops Serum Blush, it did seem as though she had finally done the unthinkable: Created a new category in the makeup game, and in this writer’s opinion, began the Blush Boom of the late 2010s. In the words of the youths on Tik Tok, EM Cosmetics’ Color Drops Serum Blushes understood the assignment: Delivering serious pigment in a lightweight, skin-nourishing formula without being cakey or powdery like the blushes of years previous. Suddenly, we as a society started giving a shit about blush again and thank God we did. And on Thursday, July 22, EM Cosmetics is coming for our wigs yet again with the launch of the So Soft collection, a line of blush, contour, and bronzer multiuse sticks developed to make you look like the masterpiece you are.
According to EM Cosmetics, “The So Soft Collection was inspired by artistry, paintings and how color is used to create depth and dimension bringing art to life.” So Soft Blush and So Soft Multi Faceplay uses the brand’s Satin Cloud Complex, which they describe as “a unique blend of rich powders and emollients that create a luxurious air-whipped, mousse-like texture,” which makes these products endlessly blendable as well as customizable, leaving a gorgeous skin-like satin finish that still allows your skin to sing. EM Cosmetics has always been a brand that is skin-forward, so So Soft Blush and So Soft Multi Faceplay also is enriched with good-for-your-skin ingredients like Squalane & Vitamin E. The best part? Because they come in a stick form, they’re travel-friendly — something this writer is thrilled by (RIP to the Color Drops Serum Blush I dropped on the floor of my childhood bedroom and shattered, miss you dearly.)
Em Cosmetics’ So Soft Multiface Play comes in four shades: Espresso-colored Pangea, the named-after-the-color Terra, chestnut shade Nomadic, and light brown Summer; while So Soft Blush comes in six shades: Just-as-the-label-says Peach Tea, adolescent pink shade Baby, lavender-taupe color Venetian Rose, wine-colored Bitten, mega-orange Passion, and whisper pink Lychee.
Both So Soft Blush and So Soft Multiface Play retail for $30, and will be available on emcosmetics.com on July 22.