Endemol Shine Beyond’s Icon Network, which is “creatively led” by YouTube beauty vlogger and entrepreneur Michelle Phan, celebrated its first birthday today by announcing a new slate of original programming.
Premiering today is “5 Uses,” a series that aims to “make you look differently at what you have in your kitchen pantry.”
Other upcoming original Icon programming includes “#LifeStyleGoals” (due in May), starring Promise Phan, Natalies Outlet and Sofia Styled; “Beauty Newbies,” featuring makeup virgins attempting to replicate top digital beauty tutorials; and an exclusive new video diary in which Michelle Phan explores Vietnam.
Also scheduled is a roll-out of fashion, fitness and beauty collaborations from top U.S. and U.K. Icon creators, including Jamie Greenberg (“Pretty Little Pranksters”), Sonya Esman (“Culture Chic”) and Danielle Peazer (Icon UK). It kicks off this week with “What’s in Danielle Peazer’s Bag,” featuring Greenberg. Other collaborations include “Secret Beauty Weapons” with Peazer and Esman, and “Travel Essentials” and “UK/London Quiz,” which both feature Peazer and Greenberg.
Icon Studios also recently created three original series exclusively for Verizon’s Go90 mobile-first entertainment platform, “Culture Chic,” “Be Transformed” and “Everyday Guide.”
Icon launched simultaneously in the U.S. and the U.K. in March 2015. In the year since, it has introduced more than two dozen original series under the Icon banner — including “Pretty Little Pranksters,” “Trash to Fab,” “Fascinating Women,” “The FAQs,” “World at Your Finger Tips,” “Everyday Luxe” and “Skinside Out” — along with more than 25 creators, including Cassey Ho (Blogilates), Ann Le (AnneorShine), Charis Lincoln (CharismaStarTV) and Rae from The Raeviewer.
Icon launched in France at the end of 2015 and, last, month in Germany, where it debuted under the name Flip, accompanied by a linear TV spin-off. Endemol Shine Beyond plans to roll out Icon in multiple new global territories by year’s end.