×

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.

See More: YouTube Turns 10: How Competition Crashed the Party

Popular on Variety

“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:

More Digital

  • Aaron Pedersen (as Jay) & Jada

    Screen Australia Leads Call for Evolution of Industry Funding

    Screen Australia, the country’s federal support body, says the screen entertainment industry needs to come up with new business models in response to changes in audience behavior and the disruptive impact on content financing that has come from streaming. Public support bodies must change their relationships with the industry too, Screen Australia CEO Graeme Mason [...]

  • A-ha!

    'A-ha: The Movie' on 'Take on Me' Band to Receive Worldwide Release (EXCLUSIVE)

    A feature documentary on Norwegian “Take On Me” singers A-ha will receive a worldwide release this November. “A-ha: The Movie,” distributed internationally by Esther van Messel’s First Hand Films, will be broadcast in theaters around the world on Nov. 26, with Germany’s Salzgeber releasing the film locally and First Hand Films handling the release in [...]

  • Vudu

    NBCUniversal in Talks to Buy Walmart's Vudu

    Comcast’s NBCUniversal is looking to add some Vudu into its streaming-video mix. The media conglomerate is in talks to buy Vudu, the Walmart-owned entertainment rental, download and free-streaming service, sources confirm to Variety. It’s unclear what the terms of the pact would be or the timing. News of NBCU’s interest in Vudu was first reported [...]

  • Tubi

    Fox in Talks to Acquire Free-Streaming Service Tubi for Over $500 Million (Report)

    Fox Corp. is in discussions about acquiring Tubi, the ad-supported free streaming service, in a deal worth more than $500 million, according to a Wall Street Journal report citing anonymous sources. With Tubi, Rupert Murdoch’s TV broadcasting and cable company would be adding a dedicated streaming component — offering over 20,000 older TV shows and [...]

  • Zombies 2 Disney Channel

    How Disney Channel's 'Zombies 2' Production Team Made Monsters Kid-Friendly

    Traditionally spooky creatures like zombies and werewolves get the Disney treatment in “Zombies 2,” the follow-up to the 2018 hit TV-movie musical of the same name. While the undead have now assimilated into the community of Seabrook, they’re confronted by a new set of outsiders: werewolves. Milo Manheim and Meg Donnelly return as Zed and [...]

  • Baby Yoda - The Child Animatronic

    Hasbro's Adorable Baby Yoda Animatronic Toy Is Already Sold Out on Disney's Online Store

    The Force remains strong for toys based on Baby Yoda, the breakout star of Disney Plus original series “The Mandalorian.” Less than a day after becoming available for pre-order, Hasbro’s new $59.99 Baby Yoda animatronic toy is no longer available on Disney’s official online store: As of Friday morning, Shop Disney listed it as “sold [...]

More From Our Brands

Access exclusive content