QVC Expands Beauty and Wellness Offerings with New Brands
Rhea-AI Summary
QVC (NASDAQ: QVCGA) announced a slate of new Beauty and Wellness brands joining the platform in 2026, reinforcing those categories as top priorities for the year. New-to-QVC brands include K18, Make Time Wellness, Karma, and Medicine Mama, while additions and exclusive bundles expand offerings from Dyson, TATCHA, Peter Thomas Roth, Dr. Kellyann, Ancient Nutrition, 8Greens, VitaHustle, Pop Sonic, and Vitamix.
K18 launched on QVC this month with exclusive deals and bundles across TikTok Shop, QVC.com, and on-air, emphasizing its biomimetic, science-first haircare approach. QVC plans ongoing rollouts of additional brands, launches, and exclusive bundles throughout 2026 and will feature product demos and expert tips via digital, on-air programming, and QVC+ streaming.
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Key Figures
Market Reality Check
Peers on Argus
Peers showed mixed moves, with names like DIBS and NHTC up and OCG, HOUR, and BZUN down, indicating this announcement was more stock-specific than part of a coordinated sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Nov 17 | Holiday promo event | Positive | -3.2% | NYC holiday pop-up and TikTok Shop Super Brand Day with celebrity tie-ins. |
| Nov 05 | Q3 2025 earnings | Negative | -39.5% | Revenue and profit declines with higher leverage and going-concern sensitivity. |
| Nov 04 | HSN holiday event | Positive | -4.9% | HSN Nashville holiday programming with major country artists and exclusive products. |
| Oct 03 | Earnings call notice | Neutral | -1.8% | Scheduling announcement for Q3 2025 results release and investor conference call. |
| Aug 07 | Q2 2025 earnings | Negative | +5.9% | Revenue declines and large non-cash impairment leading to significant operating loss. |
Recent news and events often saw negative or muted price reactions, including on promotional initiatives and weak earnings.
Over the last six months, QVC Group has reported challenging fundamentals and hosted several promotional events. Q2 and Q3 2025 earnings showed revenue declines and impairments, with shares reacting sharply, including a -39.52% move on the Q3 results release. Marketing-focused news, such as holiday events and live programming, drew generally negative short-term reactions between -1.8% and -4.87%. Against this backdrop, the 2026 expansion of beauty and wellness offerings fits QVC’s strategy of leaning into higher-engagement categories and live/streaming formats.
Market Pulse Summary
This announcement highlighted QVC’s strategic emphasis on beauty and wellness in 2026, adding brands like K18 and expanding offerings across haircare, skincare, tools, and supplements. It builds on a history of experiential and promotional initiatives, including holiday events and live programming. However, recent filings and earnings have documented revenue pressure, net losses, and leverage concerns. Observers may watch how these category additions translate into revenue trends, customer engagement, and future earnings releases.
Key Terms
biomimetic medical
AI-generated analysis. Not financial advice.
Curating shopping experiences that highlight leading brands, innovation, and reinvention
WEST CHESTER, Pa., Jan. 27, 2026 /PRNewswire/ -- QVC®, a leader in live social shopping, announced a slate of new Beauty and Wellness brands joining the platform in 2026, reinforcing the categories as top priorities for the year ahead.
"As we head into the new year, beauty—inside and out—and wellness remain major areas of focus for QVC," said Rosalia Bucaro Polizzi, Chief Merchandising Officer, QVC. "We're excited to welcome innovative new brands while continuing to deliver the fan-favorites our customers trust, making it easier to discover solutions that help you look and feel your best every day."
Through these new offerings, shoppers can discover both new-to-QVC brands and established fan favorites across haircare, skincare, tools, supplements, and wellness essentials. New brands joining QVC include K18, Make Time Wellness, Karma and Medicine Mama. There are also additions to fan-favorite lines from Dyson, TATCHA, Peter Thomas Roth, Dr. Kellyann, Ancient Nutrition, 8Greens, VitaHustle, Pop Sonic and Vitamix – many offered through QVC's exclusive value bundles.
A highlight among the brands launching on QVC is K18, which is bringing its biomimetic science-first approach to the platform for the first time. The haircare brand made its QVC debut this month, with exclusive deals and bundles available across TikTok Shop, QVC.com, and on-air.
"As our hair changes with age, its biology changes too, it carries a lifetime of color, heat, stress, and time," said Suveen Sahib, CEO and Co-Founder, K18. "K18 was built on understanding that biology and creating products that work with hair, not against it. Bringing K18 to QVC is about delivering solutions that last. Fewer steps, fewer products, and value that holds over time."
Alongside digital and on-air programming, QVC+ streaming brings an exciting lineup of shows that shine a spotlight on QVC's most sought-after beauty & wellness brands, packed with hands-on demos and insider tips from the experts.
Find out more information on QVC's Beauty offerings here and Wellness offerings here, with additional brands, launches, and exclusive bundles rolling out throughout 2026.
About QVC
QVC® empowers shoppers with knowledge and shares insights in a lively and engaging way. QVC offers an ever-changing collection of familiar brands and fresh new products – from home and fashion to beauty, electronics and jewelry – and connects shoppers to interesting personalities, engaging stories and award-winning customer service. Worldwide, QVC reaches more than 200 million homes via 13 TV channels, which are widely available on cable/satellite TV, free over-the-air TV, and FAST and other digital livestreaming TV. The retailer also reaches millions of customers via its QVC+ and HSN+ streaming experience, Facebook, Instagram, TikTok, YouTube, Pinterest, websites and mobile apps. Based in West Chester, Pa., and founded in 1986, QVC has retail operations in the U.S., the U.K., Germany, Japan and Italy. To learn more, visit corporate.qvc.com, follow @QVC on Facebook, Instagram or X, follow QVC on Pinterest or YouTube, or search "QVC" on LinkedIn.
QVC Group, Inc. (NASDAQ: QVCGA, QVCGP) is a Fortune 500 company with six leading retail brands – QVC, HSN®, Ballard Designs®, Frontgate®, Garnet Hill® and Grandin Road® – and other minority interests. QVC GroupSM is a live social shopping company that redefines the shopping experience through video-driven commerce on every screen, from smartphones and tablets to laptops and TVs. For more information, visit qvcgrp.com, follow QVC Group on YouTube, or search "QVC Group" on LinkedIn.
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SOURCE QVC
