YouTube star and beauty guru Michelle Phan has launched an online lifestyle network with Endemol Beyond.
The Icon network went live in the United States and the U.K. today (March 31), with roll-outs across Western Europe and Asia to follow later in the year. Phan will program the network’s beauty, fashion, wellness, food, travel and human interest content.
Icon channels are available across video sites such as YouTube, Dailymotion, Roku, Pluto TV, social media platforms and via multiple connected TV platforms. Programming will also be syndicated on AOL, Scripps Networks Interactive’s ulive lifestyle network and via mobile devices for iOS and Android.
The venture is part of Endemol Shine Group-owned MCN Endemol Beyond, which will present Icon’s full U.S. and UK slates at the Digital Content Upfronts on May 7.
Programming is aimed at a multi-cultural, millennial audience and features lifestyle experts and digital influencers such as YouTube stars Ann Le (Anneorshine), Cassey Ho (Blogilates), Promise Phan (Dope2111), Charis Lincoln (CharismaStarTV), Anisa Noor, Sonya Esman, Kassie Isabelle, beauty vlogger Rae from The Raeviewer and celebrity make-up artist Jamie Greenberg.
Series include Greenberg’s Pretty Little Pranksters, in which the make-up artist surprises celebs during makeovers; Trash to Fab, a dumpster diving beauty series featuring Ann Le; Fascinating Women, a comedic history lesson on important women; advice show The FAQs; and She’s Gotta Have It, a Promise Phan-hosted series about never-before-seen products.
Since she began posting how-to beauty tutorials on YouTube seven years ago, Phan has become one of the online video platform’s biggest stars with more than 7.5 million followers and upwards of one billion views. She is also the cofounder of online community ipsy.com and has her own make-up line with L’Oreal.