Instead of focusing on clothes, the London show was set in complete darkness with spotlights on 12 models' faces to promote the 'new faces' in the UK modelling scene.
"There's no city on Earth more exciting or inspiring than London this year, so what better place for us to create a world first," said QVC's Sue Leeson.
"We are so used to taking fashion inspiration from the catwalk but this show is all about illustrating the potential of make-up, how it can be applied and adapted as trends evolve."
She added: "One of the things that's unique about QVC is the way we demonstrate our cosmetic and skincare brands on air with the brand owners themselves giving viewers step-by-step guides to application and tips on technique.
"Viewers are encouraged to adapt their looks and experiment with new products daily - knowing they have 30 days to return any product they try but don't like."
Looks on the 'facewalk' included 'nu wave', 'flower', 'geisha', 'sky' and 'space'.