Michelle Phan, Endemol Shine Launch ‘Icon’ Lifestyle Network on YouTube, Other Digital Platforms

Programming in U.S. and U.K. to span beauty, fashion, wellness, DIY, food and travel from multiple contributors

Michelle Phan — YouTube star, makeup maven and entrepreneur — is launching online lifestyle network Icon together with Endemol Shine Group’s Endemol Beyond digital division.

The Icon network, on YouTube and other services, debuts Tuesday simultaneously in the U.S. and the U.K., with a slate of original programming spanning such topics as beauty, fashion, wellness, DIY, food and travel. Endemol Beyond plans rollouts across Western Europe and Asia later this year.

In addition, Endemol Beyond will syndicate Icon programming to AOL and Scripps Networks Interactive’s Ulive.

Creatively led by Phan, Icon and Icon UK  represent expansions and rebranding of her original multichannel network FAWN (For All Women Network) under the deal she signed with Endemol last year. Aimed at females 18-34, the network’s series feature digital talent who collectively have generated more than 2.4 billion views on YouTube alone, according to Endemol Beyond. Phan’s main YouTube channel, with 7.5 million followers, alone has more than 1 billion views to date.

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“I am first a creator, but my ongoing objective is to leverage my personal success, to help mentor new and existing talent, and further help them achieve their goals,” Phan said in a statement. “Endemol Beyond shares this vision, and together, we will drive the future of original content for generations to come.”

Icon’s anchor distribution outlet is YouTube — but the network’s content will be available in multiple other places. That includes Dailymotion, Roku, Pluto TV, Icon-branded Android and iOS apps, several connected-TV platforms and social-media services Facebook, Twitter, Instagram, Snapchat, Pinterest and Tumblr.

In addition to Phan herself, other talent premiering series on the Icon network include YouTube stars Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope2111), Charis Lincoln (CharismaStarTV), Anisa Noor and beauty vlogger Rae from The Raeviewer. Other featured talent includes Russian-Canadian digital superstar Sonya Esman (Classisinternal and thatsophiakid), Kassie Isabelle (Cloudy Apples), JkissaMakeup and celebrity makeup artist Jamie Greenberg (JamieMakeupGreenberg).

“There is no one better with whom to partner on the world’s first online premium lifestyle network than Michelle Phan, who’s not only a successful entrepreneur and a creative visionary, but also an extraordinary human being,” said Endemol Beyond president Will Keenan said. He added that with the talent lineup Icon has in place, “we couldn’t ask for a stronger group of influencers and lifestyle experts to launch this pioneering new network.”

Original series set to debut on Icon include: “Pretty Little Pranksters,” with Greenberg and her team staging surprise makeovers; “Trash to Fab,” in which Ann Le of AnneorShine refurbishes items headed for the garbage bin; and “Fascinating Women,” a comedic history series hosted by Charis Lincoln.

In addition to her YouTube career, Phan, who turns 28 next month, is co-founder of beauty website ipsy.com and has her own makeup line, em, in partnership with L’Oreal. She also teamed up with Cutting Edge Group to launch Shift Music Group, a digital-focused music label, and in October 2014, Random House published Phan’s book, “Make Up: Your Life Guide to Beauty, Style, and Success — Online and Off.”

Endemol Beyond said it will announced addition Icon talent and content plans at the Digital Content NewFronts in New York on May 7.

Watch a promo video for the Icon networks:

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