QVC has announced plans to launch a new multi-platform beauty shopping experience that it claims will be the world’s first. Beauty iQ, as the platform will be known, is set to go live on October 31.

Beauty iQ will be viewable in over 40 million homes in the US via distributors including DirecTV, U-verse, Dish and Roku within four months of its launch. The platform will provide 24/7 shoppable beauty programing, including live shows five nights a week.

“QVC has always been a trailblazer, creating the world’s most engaged shopping community that offers customers the combination of media, social and retail as one,” said Mike George, QVC President and CEO. “We have a 30-year history of discovering beauty brands and trends, and bringing new products to life by leveraging the best storytellers in the business, our experienced hosts and the innovators behind the brands. 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.”

The beauty category represented 17 percent of QVC’s global sales in 2015, and BeautyiQ is aimed at capturing a slice of the fast-growing US$32 billion US prestige beauty market.

The channel will feature more than 50 prestige brands, including Givenchy (LVMH), L’Oréal’s recently acquired IT Cosmetics, Estée Lauder’s latest buy Becca, and Josie Maran.