Shopping channel QVC is to launch a 24-hour dedicated beauty channel on October 26.

QVC Beauty will run on Sky channel 658, Freesat channel 816 and online, and will sell brands including Bobbi Brown, Liz Earle, Elemis, Nails Inc, L’Occitane, Jemma Kidd and Richard Ward. It will be its second channel, with the main channel selling everything from jewellery and fashion to electronics and DIY.

QVC is launching the new channel to capitalise on strong beauty sales experienced on its main channel, where sales have increased 17% in the first half of this year compared with 2009. It also trialled a QVC Beauty service on its red button service QVC Active, which looped six hours of programming.

QVC director of marketing Sue Leeson said: “We have seen great growth in beauty so decided to launch a dedicated channel, which we think will appeal to our loyal customers, plus hopefully some new customers with a younger demographic.” She said QVC was unique in its offer as “there isn’t another place where customers can see how the beauty products work, with Jemma Kidd walking on the set and giving shoppers beauty tips”.