TV and online retailer QVC Inc. recently launched a global network called Beauty iQ exclusively devoted to cosmetics, fragrances and skin care.

Beauty iQ has its own TV broadcast, website (BeautyiQ.com), a dedicated section in the QVC app and its own Facebook and Instagram pages. The network sells products, as well as gives consumers cosmetic tips and tutorials.

QVC developed the platform in response to the growth of the category as beauty products represented 17% of global sales for QVC in 2015, says Mary Campbell, executive vice president of commerce platforms at QVC, No. 10 in the Internet Retailer 2016 Top 500 Guide.

“Beauty has been one of our fastest-growing businesses, and prestige beauty overall is seeing industry-wide growth,” Campbell says. “Our customers are telling us that they want more and deeper experiences in the beauty category.”

QVC launched a QVC Beauty TV channel in the United Kingdom in 2010 and has been gathering insights about beauty programming since then, the retailer says. More U.K. consumers are buying beauty products and QVC believes the beauty channel spurred that trend, QVC says.

The goal of Beauty iQ is to deliver more beauty content to its current shoppers as well as attract new customers, Campbell says. QVC will continue to sell cosmetics and beauty-related products on its main network, Campbell says.

Brands on the beauty network include Givenchy, IT Cosmetics, Edward Bess, Tarte, tatcha, Becca, Peter Thomas Roth, Josie Maran and Nest.

E-commerce sales accounted for $3.9 billion of QVC’s 2015 revenue, with 50% of those sales made via mobile devices, Campbell says. Liberty Interactive Corp. is QVC’s parent company.