Endemol Beyond launches online lifestyle channel

Michelle Phan

Endemol’s digital division has teamed up with YouTube beauty and fashion expert Michelle Phan to launch Icon, a new online channel.

Content from the new Endemol Beyond service will be available in the US and UK on YouTube as well as via Dailymotion, Roku, Pluto TV and connected TV and social media platforms.

The content will cover beauty, fashion, wellness, DIY, food, human interest stories and travel.

Phan’s fellow YouTube stars Sonya Esman (classisinternal and thatsophiakid), Kassie Isabelle (Cloudy Apples), and celebrity make-up artist Jamie Greenberg (JamieMakeupGreenberg) will all feature on the channel.

Icon programming will also be seeded to other digital platforms including AOL and Scripp’s online service ULive.

Endemol Beyond said the new channel will be made available across Western Europe and Asia from later this year.

Phan said: “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. Endemol Beyond shares this vision, and together, we will drive the future of original content for generations to come.”

“Last year Endemol Shine successfully developed the world’s first premium content network with Endemol Beyond, which has given us the perfect foundation for the launch of ICON, the first global premium lifestyle network,” said Charlie Corwin and Cris Abrego, Co-Chairmen and Co-CEOs, Endemol Shine North America in a joint statement.