On this, its one-year birthday, Michelle Phan’s ICON lifestyle network — which the digital luminary launched on YouTube and other OTT services alongside Endemol Shine Beyond last March — has announced a slew of new shows and says it will expand into Asia by year’s end.
ICON initially launched simultaneously in the U.S. and the U.K. before rolling out to France and Germany late last year. Thus far, the network has unveiled more than 25 original series, like Pretty Little Pranksters and Trash to Fab, and many of its lifestyle-leaning creators — such CloudyApples, Sonya Esman, and JKissa Makeup — have seen viewership on their channels catapult since joining the network, according to Endemol.
Today, ICON announced four new originals: #LifeStyleGoals, starring Promise Phan (Michelle’s sister-in-law), Natalies Outlet, and SofiaStyled, will debut in May; 5 Uses is a unique glimpse into products commonly found in kitchen pantries; Beauty Newbies will feature makeup virgins attempting to replicate beauty tutorials; and a set of video diaries will follow Michelle Phan exploring Vietnam.
In addition to the new shows, ICON creators from the U.S. and the U.K. will collaborate on a handful of videos in a cross-promotional bid, Endemol said.
“From the very beginning, ICON has blazed its own trail, serving as the fastest-growing premium lifestyle network in the world,” Phan said in a statement. “I’m thrilled to help strengthen our global reach and support more content creators everywhere.”
ICON celebrated its big day with a video spotlighting its diverse creator community. Check it out below:
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