Michelle Phan, Endemol Shine Beyond Launch ‘ICON Asia’ With Local Lifestyle Influencers

Michelle Phan’s ICON Network, an online destination for lifestyle content created in collaboration with digital production and distribution company Endemol Shine Beyond, is launching an Asian channel fittingly dubbed ICON Asia.

Headquartered in Singapore, the network will feature original series by up-and-coming creators from different regions across the continent, including the Philippines, Malaysia, Thailand, and Hong Kong. All videos will initially be produced in English, with plans to expand into local languages in coming months.

In addition to Phan, inaugural ICON Asia creators will include: Thai-Hong Kong beauty guru Sichenmakeupholic; Filipina cashier by day and beauty creator by night Michelle Dy; hair master Ross KwanGirl Who Cried Wolf; and DMT Stylist, an Australian makeup artist and fashion stylist. Videos will be distributed on YouTube, with supporting content on FacebookInstagram, and Snapchat.

ICON, which recently celebrated its first birthday, launched in the U.S. and U.K. in April 2015, and has since expanded with local channels in Germany and France.

“ICON Asia and the greater ICON Network speaks to a millennial audience that is both digitally native and hungry for information,” said Endemol Shine Beyond Asia head Christopher Smith in a statement. “We’re excited to join Michelle Phan, our global network talent, and our outstanding local talent on this journey to expand the ICON Network in the Asia region.”

Check out a teaser trailer for the channel below:

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