Cassey Ho

Icon Network ushers in a new year with big plans

The Endemol Shine Beyond beauty and lifestyle brand will open new outposts in Asia, and will roll out four new unscripted series.
March 30, 2016

Icon Network, Endemol Shine Beyond’s lifestyle and beauty  brand creatively led by Michelle Phan, celebrated its one-year anniversary this week with news that four more originals will be added to the network’s programming line-up, including a series starring Phan herself.

Endemol has also made public its broader plans to expand the Icon format into multiple global territories. By the end of 2016, the network is expected to have new outposts in various countries across Asia. (The specific countries have not yet been specified). Each outpost will feature localized content along with Icon’s global hits — similar to the model already operating in the U.S., U.K., Singapore and, more recently, France and Germany.

The announcements come as the digital network marked its first birthday on March 30. According to Endemol, Icon has seen major growth in that time, especially for its creators. Natalie Alzate (the creator behind Natalie’s Outlet), for example, has seen a jump of 48,139% in her monthly views since signing to the network last summer (from 23,543 monthly views to 11,356,830 monthly views). Likewise, Cloudy Apples has reportedly seen a 198% jump (647,228 vs. 1,926,303), Sonya Esman’s U.S. channel has grown by 198% (243,092 vs 887,949) and JKissa Makeup is up 1209% (24,327 vs. 318,365).

New programming rolling out onto the network includes the kitchen tip series 5 Uses, which premiered March 30 on the Icon site, as well as YouTube.

Also dropping is Beauty Newbies, featuring “make-up virgins” attempting to replicate top beauty tutorials (like those made famous by Phan); #LifestyleGoals starring creators Promise Phan (not related to Michelle Phan) and fashion vloggers Natalie’s Outlet and Sofia Styled (set to launch in May); and an as-yet-untitled series featuring Michelle Phan exploring Vietnam.

The network will also launch a series of collaboration videos featuring creators from both Icon’s U.S. and U.K. networks. The first project is a “What’s in my Bag” feature video starring Pretty Little Pranksters host Jamie Greenberg and U.K. creator Danielle Peazer (set to drop later this week). Other collaborations include a “secret beauty weapons” video starring Peazer and U.S. travel vlogger Sonya Esman, as well as a “travel essentials” and a “London quiz” video, both starring Peazer and Greenberg.

On top of content on its own site and on YouTube, Icon has launched a number of original series for Verizon’s Go90, including Be Transformed starring Blogilates creator Cassey Ho (pictured) and Everyday Guide, which helps ease millennials from collegiate life into their professional careers.

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