Emma Shearer, known online as @emmamakeupx, is a UK-based beauty creator and makeup artist whose content is built around her passion for makeup, product discovery, and creating looks her audience can actually recreate. Across Instagram, TikTok, and YouTube, Emma has developed a recognisable beauty presence centred around detailed tutorials, product-focused content, and her signature lip combinations. Her content explores everything from soft everyday glam and complexion techniques to statement makeup and new beauty launches, but lip content has become an especially recognisable part of her platform. Emma regularly experiments with different liners, lipsticks, glosses, shades, and finishes, breaking down the exact products behind each combination so her audience can recreate the look themselves. Her MAC lip combinations in particular have generated significant attention, with individual Reels reaching hundreds of thousands and in some cases over a million views.