Gabey Goh
May 24, 2016

Can Michelle Phan's Icon network pass the millennial 'sniff test'?

SINGAPORE - Icon, an online lifestyle channel that is a joint venture between Endemol Shine Beyond and digital entrepreneur Michelle Phan, is set to debut in Asia, with its creators promising a mix of brand opportunities that will prove compelling to desirable young audiences.

Content creators from the region figure strongly in Icon's plans

Icon Asia is the latest adaptation of the global digital lifestyle network, which is creatively led by Phan, best known as a YouTube personality, whose beauty channel boasts 8 million subscribers and 1.1 billion lifetime views.

Launched in April 2015, Icon already boasts a presence in the United States, France, Germany and the United Kingdom.

The network is touted as the “first of its kind” in the region, with a mission...

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