After years of sharing my life online, I get asked the same kinds of questions all the time:

“Where is that from?”
“What do you use?”
“Can you send me the link?”

And until now, I would send a DM, share something on Stories, search through an old post…

Then three months later someone would ask again and I'd think:
“Wait. Where did I put that link?”

So eventually I decided:
Why not create one place for the things I genuinely use and love?

That's how EMILY'S FAVORITES started.

Things I use — not simply things I can sell

We're surrounded by products.

Recommendations.
Rankings.
Ads.
PR.

Every time we open social media, someone is telling us what to buy.

I also work with brands.
I'm an ambassador for some products.
I've collaborated on products myself.
Some links on the site are affiliate links.

Which is exactly why I wanted one clear rule for Favorites:

Do I actually use this?

Not:
Can I make a link for it?
Would it sell well?

But:
Do I genuinely use it?
Do I travel with it?
Have I repurchased it?
Did I help develop it?

Those are the kinds of things I want here.

A ten-year mascara and a tiny travel ball can live together

The products on Favorites are honestly pretty random.

A mascara I've used for around ten years.
Body-care tools that travel with me.
Wellness products.
Training wear.
A bra top I developed together with CRONOS.
And leggings we designed to beautifully highlight the shape of the glutes — both colors eventually sold out.

If you only look at categories, you might reasonably ask:
“What exactly is the theme here?”

But to me, they all connect.

Taking care of my body.
Enjoying how I look.
Making everyday life more comfortable.
Traveling well.
Feeling like myself.

They're things that make my actual life a little better.
That's the real category.

Price isn't the main point

I don't believe expensive automatically means better.

Some inexpensive things stay in my life for years.
Some more expensive things feel completely worth it because I use them constantly.

And sometimes something can have amazing reviews but simply doesn't become part of my life.
If I stop using it, it's probably not one of my Favorites anymore.

So this page won't be only luxury products.
And it definitely won't be only beautiful things that look good in a photo.

A foam roller can happily sit next to a mascara.
We're very relaxed here.

I want brand relationships to be clear

One thing that matters to me is transparency.

An Amazon product I use through an affiliate link is different from a company I'm an ambassador for.
And that's different again from a product I helped create.

So on Favorites, I want those relationships to be visible:

Affiliate.
Ambassador.
Collaboration.

I want you to know not only what I'm recommending, but also how I'm connected to it.

After sharing online for so many years, that matters to me.

You don't need to buy something just because I love it

Even though I created Favorites, I definitely don't think everyone needs everything on it.

What works for me may not be right for you.

Different bodies.
Different skin.
Different lifestyles.
Different priorities.

So instead of:
“EMILY uses it, therefore I need it,”
I'd much rather you think:
“That might actually fit my life too.”

Recommendations should be a reference point, not an instruction.

Favorites will change as I change

This page isn't finished.
And I actually don't want it to be.

I'll find new things.
I'll stop using old things.
I'll travel somewhere and discover something useful.

My beauty routine will change.
My training will evolve.
My life will change.

So I want Favorites to change with me.

Not a page I publish once and abandon.
A place that reflects the things I genuinely love right now.

What we choose says something about us

I think the things we keep around us reveal more about us than we realize.

What we spend money on.
What we use every day.
What we pack in our suitcase.
What we repurchase for ten years.

Seen that way, Favorites isn't really just a shopping page.
It's a small window into my life.

Fitness.
Beauty.
Travel.
Fashion.
Wellness.

I'll keep adding the things that make me think:
“I genuinely love this.”

And if something I love happens to make someone else's everyday life a little better too?
That's pretty lovely.