Endemol Beyond launches lifestyle net

Endemol Beyond, the US-based digital division of Endemol Shine Group, has launched an online network in the US and the UK alongside beauty expert Michelle Phan.

Michelle Phan

The Icon Network features original lifestyle content spanning beauty, fashion, wellness, DIY, food, human interest stories and travel.

It launched in the US and UK yesterday on digital outlets including YouTube, Dailymotion and Roku, while it is expected to be made available across Western Europe and Asia in the summer and fall, respectively.

Alongside Phan, other lifestyle talent premiering news series on the network include YouTube stars Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope2111) and popular beauty vlogger Rae from The Raeviewer.

“By collaborating with Michelle Phan and some of the hottest new YouTube stars from both sides of the Atlantic, Icon is set to become a go-to destination for millennials across the full spectrum of beauty, lifestyle and fashion,” said Georg Ramme, MD of Endemol Beyond International.

“This is the latest example of Endemol Beyond partnering with international talent to create a global entertainment brand that can be adapted in any market and on any platform.”