The Prestige QVC Beauty Channel, Beauty iQ: Everything You Need To Know

Yesterday palettes launched, top knots were twisted, and Kylie Jenner likely teased a Snap of a Snap of a new lip kit. But the announcement of the QVC beauty channel, Beauty iQ, was the biggest news in the beauty game. QVC already covers and sells a ton of beauty—in addition to housewares, electronics, and basically everything under the sun—but the new network, which will first go live on October 31st, is going to be all beauty all the time. Which makes sense considering, according to the company, the beauty category alone accounts for almost a fifth of the network's global sales. (Go beauty, go beauty, go!)

We reached out to the brand to see exactly what we could expect from the new QVC beauty channel. More of the crazy-popular lines the television shopping network already sells like Wen by Chaz Dean, Mally Beauty, and Laura Geller, or would there be a pointed departure? Turns out the latter is true. "In the U.S., the beauty industry generated $80 billion of revenue in 2015," Doug Howe, the executive vice president of merchandising at QVC tells Allure. "Of that, $32 billion came from prestigious beauty brands." And so with Beauty iQ, QVC hopes to capitalize on and expand upon the popularity and sales of the prestige beauty categories. It's also worth mention that independent reports say upscale beauty is thriving, even as consumers seem less compelled to invest in the newest tech, fashion and food. We're guessing we suddenly got your interest.

Courtesy of QVC

Howe went on to tell us that the network will feature more than 50 prestige beauty brands and the experts behind them, including but not limited to Givenchy, IT Cosmetics, Edward Bess, Tarte, Tatcha, Becca, Peter Thomas Roth, Josie Maran and Nest. How major is that? Buying Givenchy from the comfort of your couch, straight off your television? Sign us up. Scoring the without monitoring Instagram obsessively? Yes, please. No more trips to the department story to get assaulted by overeager perfume spritzers. Sounds pretty damn good. The Beauty iQ network will show live broadcasts give nights a week—Wednesday through Sunday at 8 p.m. EST—through distributors like DirecTV, U-verse, Dish and Roku. It goes without saying that the website, beautyiq.com, will be available 24/7.

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Laura Bell Bundy takes you through the awesome October Allure Beauty Box:

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If you're wondering how TV shopping will fare in the age of tablets, beauty boxes, and social media overload, QVC has a plan. They're going to utilize the phenomena of "second screen" shopping, which is when viewers watch the show, see the products live in-action, and then take to their phones or computers to order away. For QVC, the new network is almost a new media way of advertising. For us, it's a chance to see new products and innovations in action before making an investment. This consumer desire is precisely the reason that so many beauty vloggers do "unboxing," "first impression" and "empty bottle" videos, which allows viewers to find someone whose style is similar to their own, and see which products they recommend.

The new QVC beauty channel won't replace the beauty offerings on the OG QVC. The original network will still carry beauty lines as its fancy little sister finds its audience. That being said, we're guessing that won't take long. Within a month of its launch on Halloween, Beauty iQ is estimated to be available in 40 million homes.

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