David Farnor | On 29, Apr 2016

Fearne Cotton is leading the line-up for a cosmetics brand’s new YouTube channel.

Pretty Upfront, produced by Endemol and Benefit Cosmetics UK, plans to be the “the go-to platform for the style conscious, savvy female”, with three new pieces of content a week, combining a variety of fashion, beauty, culture and lifestyle strands.

Fearn Cotton is one of several faces fronting the branded channel, alongside beauty journalist and make-up artist Sali Hughes, fashion blogger Susie Bubble (of the blog Style Bubble) and health coach and prolific blogger Madeleine Shaw, plus vloggers I Covet Thee and Emily Hartridge.

Cotton will present Fearne’s Happiness Project, which will explore practices such as acupuncture and cover topical issues like those surrounding motherhood. Emily Hartridge’s Weird World will explore weird lifestyle trends around the UK. Sali Hughes’ No Nonsense Beauty Guide will provide “honest advice from the doyenne of all things beauty” and Bubble Tea will be an interview format seeing Bubble chat to fashion celebrities.

The launch of Pretty Upfront follows the official launch of Endemol’s food and lifestyle channel, Wild Dish, earlier this month. Endemol Shine UK (its digital production studio) already includes international lifestyle format ICON UK, Legends of Gaming, which has attracted over 70 million views and has now launched locally in France, Germany, Chile, Brazil and the US, plus Rule’m Sports, which features YouTube superstar KSI and has now reached over 1 million subscribers.

Here’s Fearne’s first video for the channel:

https://www.youtube.com/watch?v=UJDO0ClC25k.

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