A multitude of companies post videos daily on YouTube, but cosmetics maker and retailer The Estée Lauder Companies Inc. apparently has bigger ambitions.

Instead of just posting a steady stream of videos to YouTube, Estée Lauder, No. 149 in the Internet Retailer Top 500 Guide, is creating an entire channel.

The YouTube channel, which Estee Lauder calls “Your Source for Expert Beauty Advice,” houses 35 different videos featuring beauty experts and celebrities such as Tom Pecheux, Hilary Rhoda, Constance Jablonski, Liu Wen, Joan Smalls, Carolyn Murphy and Elizabeth Hurley.

The videos on Estée Lauder’s You Tube channel are cataloged by topics including “How-To,” interviews with well-known makeup directors, behind-the-scenes and “Signature Services” beauty tip features and beautiful skin demonstrations. “We are offering viewers an inside look at the Estée Lauder brand, with a behind-the-scenes view of our products and personalities,” says Charisse Ford, senior vice president of global marketing.

Instructional how-to videos are a focal point of the channel, Estée Lauder says. Viewers can follow along to learn how to create a simple smoky eye, get fuller lips, and get other skincare advice. Skincare instructions below each video also correspond to a product. Another interactive feature on Estée Lauder’s YouTube channel is an on-screen mirror. Using her webcam, a viewer can see herself in an inset on-screen applying make-up in real time as she simultaneously follows the beauty tips and instructions in a tutorial beauty-tip or skincare video, Estée Lauder says.

The videos also provide consumer ratings and reviews and let viewers share comments with friends through e-mail and social media.