After years of shaping the digital beauty industry, Michelle Phan is shifting the conversation—this time, away from products and tutorials and toward a deeper, more spiritual exploration of what beauty really means. The original beauty influencer, entrepreneur, and founder of EM Cosmetics is focusing on themes of intuition, energy, digital balance, and skin rituals as a path to emotional wellness.
A Pioneer Turns Inward
Michelle Phan first rose to fame in the early 2010s as one of YouTube’s most recognised beauty creators, laying the groundwork for the influencer economy that followed. Her tutorials, known for their creativity and storytelling, inspired millions. But her meteoric rise came with a cost. By 2016, overwhelmed by the pressures of online fame, she stepped away from the spotlight, seeking a quieter, more intentional life.
Her journey since has been marked by reflection, healing, and transformation—not only as a businesswoman but also as a human being. In 2025, Phan is no longer chasing trends or algorithms. Instead, she’s offering insight into a slower, more mindful approach to self-care—one that bridges beauty and spirituality.
Beauty as Energy and Ritual
At the centre of Phan’s current philosophy is the idea that beauty is energy. It’s not just what we put on our faces, but how we feel, think, and care for ourselves on a deeper level. She often speaks about intuition as a compass—guiding her creative choices, relationships, and even her skincare routines.
In contrast to the transactional nature of the modern beauty industry, Phan advocates for a ritualistic and emotional approach. She views skincare not just as a series of steps, but as a form of connection—a moment to slow down, touch the skin, and listen to the body.
“Your skin tells a story,” she has said in past interviews. “When you treat it with care, you’re telling yourself you’re worth that care.”
Rejecting the Noise of the Digital World
Phan’s renewed focus also reflects a growing concern with digital burnout—a condition she knows intimately. After spending years online, she recognises the toll that hyper-connectivity can take on mental and emotional health. Her recent public appearances and content avoid the high-gloss production typical of influencer culture, favouring soft tones, calm aesthetics, and thoughtful messaging.
Rather than pushing product or chasing trends, she’s promoting boundaries, emotional clarity, and energetic alignment—values that resonate with a generation increasingly aware of wellness and mental health.
Still the Visionary Behind EM Cosmetics
While Phan remains publicly quieter than in her early YouTube days, she continues to guide EM Cosmetics as its visionary leader. The brand reflects her evolving values—minimalist packaging, intentional formulations, and storytelling that centres on empowerment and elegance.
Under her leadership, EM has matured into a beauty brand that reflects purpose rather than performance. It invites consumers to express who they are—not who they think they should be.
A New Era of Beauty Influence
Michelle Phan’s current path marks a profound shift in the definition of influence. No longer driven by numbers or product placements, she’s influencing in subtler, more lasting ways—through the ideas she shares, the boundaries she models, and the energy she brings to her audience.
She stands as a reminder that beauty can—and should—be personal, intuitive, and healing. In stepping back from the noise, Phan is leading a new kind of beauty revolution—one that honours silence, self-trust, and spiritual well-being.
