Looking to strengthen its position in the competitive beauty and lifestyle vertical, Endemol Beyond USA will bow a new series for mobile users and extend production on another on its Icon network.
The network, creatively led by former beauty empire entrepreneur Michelle Phan, will roll out season two of Pretty Little Pranksters on YouTube, as well as Culture Chic on Go90.
Ten new episodes of Pretty Little Pranksters will premiere Dec. 5. The series features makeup artist Jamie Greenberg (pictured) pranking beauty and lifestyle influencers including Tara Michelle, Shanna Malcolm, Tiffany Ma, Jimmy Wong and Jill Cimorelli. New episodes will go live every Saturday. The first season of Pretty Little Pranksters has earned more than 2.4 million views on YouTube in April 2015.
Also premiering is the Go90 series Culture Chic, which will feature YouTuber Sonya Esman (1.5 million subscribers) traveling around the world to take a look at beauty around the world, such as the Black Diamond Girls of Tokyo, transgender beauty pageants in Thailand and “waist training” (progressive corsets to shrink a person’s natural waistline) in New York.
Culture Chic is part a growing slate of originals produced by Icon exclusively for the Go90 platform. Be Transformed, hosted by Blogilates host Cassey Ho, premiered in October following the Verizon-owned, mobile-only platform’s launch. Early next year, Icon is expected to debut A-Z Everyday Guide, a series geared at helping millennials transition into professional, post-college life.