Michelle Phan and Endemol Shine Group launch ‘ICON’

YouTube beauty guru Michelle Phan launched a new lifestyle network with Endemol Shine Group (part of its Endemol Beyond Premium Content Network). Called ICON, the net will host original series and more from up-and-coming digital influencers and lifestyle experts for programming in beauty, fashion, wellness, DIY, food, and travel stories. In addition to Phan, others premiering new series on ICON make up 2.4 billion YT views, and include talent such as Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope2111), Charis Lincoln (CharismaStarTV), Anisa Noor and beauty vlogger Rae from The Raeviewer. The first eight original series to debut are: Pretty Little Pranksters, Trash to Fab, Fascinating Women, a Q&A series with ICON influencers called The FAQs, beauty problem solver series She’s Gotta Have It, diet and beauty show Skinside Out, Everyday LUXE (out in June) and Decade Beauty (launching in September). Eventually, content will live on native Facebook video, but for now it will land first on YouTube. “Wherever our viewers are is where we will be,” said Phan, “but we do love Mother Google. I wouldn’t be here without YouTube.” Endemol Beyond will unveil additional ICON U.S. and UK original content at its NewFront on Thursday, May 7.

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