L'Oreal USA has teamed up with the Internet TV service Roku to launch a new entertainment and product app called “OnBeauty” for connected TV devices.

The app is designed to be a beauty hub for viewers with connected TV devices featuring L'Oreal USA brands in how-to videos, entertainment content and a cross-brand collection of products.

“OnBeauty,” which was developed in partnership with Brightline, is one of Roku's first apps built by an advertiser.

“L'Oreal is continuing its march towards being an innovator in the beauty space," says Marc Speichert, global chief marketing officer leader, L'Oreal. "We are one of the first few brands in the U.S.–and certainly one of the first beauty brands to build unique content and an exceptional experience for the connected TV audience on this new platform. 2014 will be another big year for us as we continue to focus on new and emerging platforms that are relevant to our audience."