GetlippyTV, launched this week, will add video to the Getlippy website that already includes coverage of areas such as fashion, beauty and celebrity news.
The channel will be sponsored by skincare brand Clearasil and contains three channels covering showbiz, comedy and user-generated clips.
Getlippy is branded as "your daily dose of Company magazine", but Hearst has invested in attempting to get people to spend more time engaging with the site.
Hearst's policy is to concentrate on a small number of online sites, rather than building a digital vast portfolio.
Main sites under its remit include Handbag.com, Netdoctor.co.uk, Cosmopolotian.com
This article was first published on Media Week