Michelle Phan, one of YouTube’s biggest stars who has aggressively built a burgeoning offline fashion and beauty empire, is now launching ICON, her own premium online-video network in collaboration with Endemol Beyond.
Phan’s ICON Network is launching separate channels on a variety of “over-the-top” online-video platforms for both the United States and U.K. today. Phan is programming the network, which will feature original series from a range of experts and influencers in beauty, fashion, wellness and related topics. Additional channels targeting Western Europe and Asia are planned for later in the year.
It will be part of Endemol Beyond’s Premium Online Network, a unit of Endemol Shine Group. Platforms carrying the network include YouTube, DailyMotion, Roku and Pluto.TV. Content will appear on major social-media platforms such as Facebook, Snapchat and Tumblr, and will be syndicated to AOL and Scripps Interactive Networks’ ULIVE Lifestyle Network. The initiative will also include an app for iOS and Android mobile devices and a website at http://www.icon.network.
YouTube stars providing original content for the network include Ann Le (AnneorShine), Cassey Ho (Blogilates), Promise Phan (Dope2111), Charis Lincoln (CharismaStarTV), Anisa Noor and Rae from The Raeviewer, along with a number of other up-and-comers plucked from online networks. Endemol Beyond said it will release names of other stars joining the network during its presentation at the Digital Upfronts in early May.
Phan is a member of the “billionaires club” on YouTube, online stars whose videos have been viewed more than 1 billion times. She’s one of the biggest stars in the fashion and beauty vertical, one of the biggest on YouTube. More importantly, Phan has been one of the most aggressive in expanding her reach beyond her YouTube base, including launching a cosmetics line with L’Oreal, a beauty social-networking site called ipsy.com, and a music label, Shift Music Group. She also released a book last fall.