The service will allow consumers to access 24/7 beauty programming and content via a range of platforms
QVC, the television shopping channel, is launching its Beauty iQ network in the US, described as the world's first multi-platform beauty shopping experience.
Beauty iQ will offer consumers, beauty experts and brands “the combination of media, social and retail as one”, according to Mike George, President and CEO of QVC.
He said: “We've listened to our customers and fans, and we know beauty is intrinsic to their lives.
“So we're engaging with them on all the platforms they love and providing a new experience that caters to their passion for beauty.”
The service will allow consumers to access beauty programming and content 24/7 via a range of platforms, including the BeautyiQ network, beautyiq.com, qvc.com, the QVC mobile app and social channels such as Facebook and Instagram.
Users are invited to share their beauty tips and ideas via the network, which will feature content including how-to tutorials, tips and expert advice, covering a range of topics from colour cosmetics to skin care.
Prestige beauty brands expected to feature on Beauty iQ include Givenchy, IT Cosmetics, Edward Bess, Tarte, BECCA, Peter Thomas Roth and Josie Maran, with more than 50 brands in total.
Beauty iQ is expected to feature more than 50 prestige beauty brands
Jamie Kern Lima, Co-Founder and CEO of IT Cosmetics, said: “We are so honoured and excited to be part of QVC's new Beauty iQ.
“This amazing platform will allow us to further spread the IT love, and transform the way women view their own beauty."
Beauty iQ is part of QVC's ongoing expansion of its beauty category, following the launch of its Tili sample size beauty box service in July.
QVC's Beauty iQ network will launch on 31 October. In a month, it is expected to be viewable in more than 40 million US homes via distributors including DirecTV, U-verse, Dish and Roku.