Content company Time Inc has launched a new social video channel solely based around beauty, named The Pretty, with L’Oréal Paris and Maybelline New York the official sponsors.

Targeting towards millennial and Gen Z consumers, The Pretty is lauded as a social video channel for an ‘audience hungry for beauty content’ and will feature how-tos, hacks, product information and humor. Meanwhile there will be 10 new short form videos a week and launches with franchises such as It Only Looks Tricky,

Launching alongside Instagram and Facebook channels, the social video channel will harness the power of its current beauty portfolio Hellogiggles, People, InStyle, Real Simple, Essence, Peoplestyle, People En Espanol and the 50 million following it has.

Jen Wong, Time Inc. Chief Operating Officer and President of Digital, said, “THE PRETTY is an exciting new brand for us because it brings our millennial and Gen Z audiences the short, fun videos they crave. We expect to see THE PRETTY leverage the authority of our beauty brands to reach new audiences and become an influential voice in beauty.”