On October 31, home shopping will get a whole lot prettier. And smarter. QVC, known as the world’s leading video and ecommerce retailer, announced this week its plans to launch Beauty iQ, a 24-hour TV network dedicated to makeup, skin care and fragrances.

“We’ve dreamed about this for years,” said Mike George, Chief Executive Officer of QVC. “Beauty has been one of our best categories at QVC with great growth and a very broad customer base. And so we’ve really wanted to create something with a more dedicated experience.”

Over the past few years QVC has smartly moved away from mass-market beauty items to more luxury offerings. Last year beauty represented 17 precnt of global sales.

Beauty iQ hosts, Alberti Popaj and Elise Ivy, are prepped and ready to sell of QVC’s best-selling brands: Laura Geller, Dr. Dennis Gross, Givenchy, Mally, IT Cosmetics, Tarte, Becca, Peter Thomas Roth and Josie Maran. About a year ago, QVC launched a digital beauty channel as a way to engage the consumer. Though successful, it was only available on digital platforms. And QVC wanted to go larger.

Thanks to DirecTV and Dish, Beauty iQ is estimated to arrive in 40 million homes in the US.

“This is the first 24-hour beauty network in the world,” Mike said. “It will be live in the evening and the rest will be ‘best of’ experiences and tutorials. What we’ve seen is that the way people engage with media and commerce is really fragmented, so our goal is to surround her with relevant content. Beauty iQ will be manifested across a wide variety of digital platforms so you can go to beautyiq.com or qvc.com or our mobile app and see the live programming along with their rich, value added content.”

For customers who aren’t presently engaged with the company, they can view the shows on Facebook Live or QVC’s dedicated YouTube channel.

“Our consumer is really everybody,” Mike said. “We have no doubt this will appeal to our core fans, but we expect to bring in new customers as well. This is a chance to broaden who we speak to, and cross demographics across the country.”