QVC, Inc. has announced plans to launch a new network dedicated to selling only beauty products – Beauty iQ. It is set to go live on Halloween, which is October 31st.

Beauty iQ will be the world’s first “multiplatform beauty shopping experience,” according to QVC, and will air beauty programming 24/7. Programming will include how-to tutorials, tips and experiences with products, ranging from color cosmetics to fragrances and skin care. Live shows will air five nights a week, Wednesday through Sunday, 8:00 p.m. to midnight ET.

Within the next month, the network will be viewable in over 40 million homes in the U.S. via distributors including DirecTV, U-verse, Dish and Roku.

Mike George, QVC President and CEO, comments, “We know that an amazing shopping and entertainment experience knows no boundaries. 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.”

Brand Partners

Beauty iQ is expected to feature more than 50 prestige beauty brands including Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran, and Nest – as well as the experts behind them.

IT Cosmetics co-founder and CEO Jamie Kern Lima comments, “Our relationship with QVC has allowed us to reach women across the country with this message. This is why we are so honored 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 will also have its own website to help establish and bring together a community of beauty fans. The network’s content will be viewable on the site, as well as through the QVC mobile app.