Pretty, Playful & Proudly Canadian: Quo Beauty Turns 25

For 25 years, Quo Beauty has been the go-to for accessible, trend-driven beauty with a bold Canadian spirit. As the beloved Shoppers Drug Mart brand celebrates its milestone birthday, we caught up with Jenifer Gerlach Martin, Senior Director, Control Brands, Beauty, to talk about Quo’s evolution from cult-favourite cosmetics to category-spanning innovation. From sustainability goals to inclusive design (and the game-changing Unbreakable hair accessories), Jenifer shares what’s next for the brand that continues to make beauty fun, fearless, and for everyone. —Noa Nichol

Quo Beauty is celebrating 25 years—an incredible milestone! Looking back, what do you think has been the brand’s secret to staying relevant and loved by Canadians for so long?

It’s been an incredible 25 years, and I think the key to Quo Beauty’s longevity lies in our three core pillars – sustainability, innovation, and inclusivity – which are woven into the fabric of our brand and resonate with Canadian beauty lovers. We’ve always prioritized affordability & accessibility while staying agile, continuously evolving to keep up with the ever-changing beauty landscape.  Staying true to our roots while adapting to trends and innovation has allowed us to remain both relevant and loved by Canadians.

From cosmetics to hair tools, Quo has grown to span 12 categories. How has the brand’s evolution reflected changes in how Canadians approach beauty over the past two decades?

Over the last 25 years, we’ve grown with the beauty landscape from launching as a colour cosmetics brand in 2020 to today, a multi category brand that embraces both self-expression and self-care. Canadians are increasingly focused on products that not only enhance outer beauty but also contribute to overall well-being—beauty from within. As customers seek more for their beauty routines, we’ve expanded into 12 categories, offering everything for every look from cosmetic accessories and makeup to sunglasses, hair accessories and tools. Beauty today is about more than just cosmetics; it’s about creating routines that celebrate the whole self, from self-care rituals to products that support individuality.

Innovation is one of Quo Beauty’s core pillars. What recent innovations are you most excited about—like the Unbreakable Collection—and what inspired them?

We’re really excited about our Unbreakable Collection, which is designed to solve a problem that so many of us can relate to—the frustration of hair elastics snapping or claw clips breaking just when you need them most. It’s an issue that creates unnecessary stress in our daily routines, so we wanted to relieve that. Our goal with the Unbreakable Collection is to help our customers feel confident that these hair products won’t let them down. As one of the largest hair accessories brands in Canada, we take our role as a destination for haircare seriously, and we’re always thinking about new ways to innovate and help our customers. Fashion is important, but so is function. Quo Beauty’s Unbreakable Collection was designed to be both stylish and reliable, so you never have to choose between the two.  We’re already seeing a great response to the collection among both customers and industry experts.  In fact, the Unbreakable Collection combs were selected as a Bronze Winner in the Best Hairbrush category by the 2025 Universal Beauty Awards!

Another product I’m excited about is the Quo Beauty pH-adjusting Lip Oil. We were seeing the rise of pH-adjusting products and the ongoing popularity of lip oils and wanted to find a way to combine the two. So, Quo Beauty introduced a lip oil that not only hydrates and nourishes lips but also adjusts to create a customized shade based on your unique pH level. This unique formula delivers a shiny, glossy finish while infusing lips with nourishing oils that leave them feeling soft and supple. It’s an award-winning product that combines innovation with everyday beauty needs, and it’s a perfect example of how we continue to push boundaries with trend-forward, high-performance products.

This year’s product launches are playful, colourful, and totally on-trend. Can you walk us through some of the new highlights, like the Glowy Illuminator or Plumping Lip Oil?

We’re really excited about this year’s launches, which embrace both fun and functionality. One standout is our Glowy Illuminator, which delivers a gorgeous, natural glow for that fresh, lit-from-within look. It’s perfect for anyone looking to add a subtle radiance to their complexion, whether worn alone or layered over makeup. I also love our Plumping Lip Oil.  Not only does it hydrate and nourish lips, but it also adds a beautiful shine and is infused with the perfect blend of capsaicin and plumping peptide for a transformative effect and a wash of colour. Plus, it’s lightweight and non-sticky. It’s quickly become a fan-favorite and even won silver in the Best Lip Oil category by the 2025 Universal Beauty Awards.

Last year we launched the Quo Beauty Eco Brush Set, which combines beauty with our core pillar of sustainability. Both the handles and bristles are crafted from recycled materials and are designed with both sustainability and high-performance in mind.  These high-quality brushes have become a favourite among beauty lovers while allowing them to make more sustainable choices without compromising on quality and design.  I am so proud that this beautiful set was recognized at the Global Green Beauty Awards in 2024 as the EDITOR’s CHOICE Gold winner.

I also want to mention one of my other new favourites, the Quo Beauty Blush Balms. These are multifunctional gems that add a burst of color while also nourishing the skin. The balm texture is perfect for a soft, buildable flush, and they’re so easy to apply on the go. The creamy formula makes them ideal for both cheeks and lips, making them a must-have for a quick, fresh-faced look.  This awesome little product was named as the EDITOR’S CHOICE Gold winner at the 2025 Universal Beauty Awards. 

How does Quo Beauty maintain its balance between affordability and quality—especially when creating trend-forward, high-performing products?

Maintaining the balance between affordability and quality is at the heart of everything we do. We work closely with our trusted suppliers and partners to ensure we’re sourcing the best ingredients and materials at the best cost.  We also invest a lot of time and resources into research and development.  Every year the Quo Beauty team attends Cosmoprof Bologna, the largest beauty conference in the world.  It’s an excellent opportunity for us to seek out new trends to help ensure we are delivering innovative and best in class products to Canadians.

Sustainability is increasingly important to beauty consumers. What steps has Quo Beauty taken to reduce its environmental footprint, and what does the partnership with TerraCycle® mean for shoppers?

Sustainability is a core value at Quo Beauty, and we’ve implemented several initiatives including reducing our packaging footprint and following The Canada Plastics Pact Golden Design Rules for plastic packaging to help support a circular economy. Additionally, all Quo Beauty products are 100% Peta Certified as animal test free and vegan, ensuring that our products are also kind to animals.  In this respect, we are very proud to have received the silver award in the ‘Best Cruelty Free Beauty Brand’ category at the 2024 Global Green Beauty Awards. This recognition on a global stage highlights the phenomenal work our Quo Beauty team is doing, and that our efforts are meaningful to beauty experts around the world.

In 2024 we launched an impactful collaboration that underscores our ongoing commitment to sustainability. We teamed up with TerraCycle®, a leading innovator in recycling, to launch the Quo Beauty Cosmetics Free Recycling Program aimed at reducing plastic waste for cosmetic componentry that is not accepted through curbside recycling services. Together, Quo Beauty and TerraCycle®, were able to leverage our respective expertise to introduce innovative solutions that prioritize environmental responsibility without compromising on quality or performance. Additionally, for each pound of cosmetics waste shipped in through the recycling program, $1 is donated to Shoppers Foundation for Women’s Health, a foundation that creates equitable and accessible care for all women in Canada, empowering them to lead healthier lives.

Quo Beauty has always embraced self-expression and inclusivity. How are you continuing to support diversity in both product development and representation in campaigns?

Diversity and inclusivity are at the heart of Quo Beauty, and we’re committed to making sure that these values shine through in everything we do. We recognize that beauty transcends boundaries and serves as a powerful means of self-expression and creativity.  We strive to make beauty accessible for everyone and believe that when beauty is inclusive, it empowers individuals to embrace their unique beauty inside and out, sparking a sense of worth to help celebrate their fabulousness!

In terms of product development, we incorporate a sensory process designed to consider all skin tones, textures, and unique beauty needs as we endeavour to create products that cater to the diverse beauty needs of Canadians. Another example is our annual Quo Beauty Pride Collection, designed to celebrate the LGBTQIA+ community, with vibrant, fun products that allow everyone to express themselves with pride.  The collection also supports the community through our donation to pflag Canada.  Once again in 2025 we will celebrate inclusivity with the Quo Beauty Pride Collection and contribute 10% of sales up to a maximum of $30,000 to pflag Canada.   

When it comes to representation, the models in our marketing campaigns are just as diverse as our customers, helping ensure that everyone feels seen, celebrated, and represented by Quo Beauty. We want to create a brand that reflects the rich diversity of Canada.

Beyond product development and marketing, we’re also proud of our contribution to the Shoppers Women’s Health Foundation™, which supports research, education, and advocacy for women’s health issues. This partnership underscores our commitment to not just beauty, but to empowering women and supporting causes that make a real difference.

What role has Canadian identity played in shaping Quo Beauty’s ethos and success, especially being exclusive to Shoppers Drug Mart and Loblaw-owned stores?

Our Canadian identity is central to Quo Beauty and we’re proud to have remained a homegrown brand. Being exclusive to Shoppers Drug Mart and Loblaw stores has allowed us to stay deeply connected to Canadian customers who are busy and are looking for value and convenience.  The availability of Quo Beauty in the country’s leading pharmacy and grocery retailers allows us to remain accessible to all Canadians.

Looking ahead, how do you see Quo Beauty continuing to push boundaries in beauty—whether through new categories, sustainable packaging, or tech-driven innovation?

Looking ahead, we’re incredibly excited about the future. We’re exploring new product categories that align with emerging trends, especially around beauty routines and self-care. We’ll also continue to push for sustainable innovations both in packaging and in products—whether through more recyclable options, plant-based formulations, or new ingredients designed for sustainability. And tech-driven innovation is certainly on our radar, as beauty tech continues to evolve.

On a personal note, what does it mean to you to help lead a Canadian beauty brand into its next chapter—and what’s your birthday wish for Quo Beauty as it turns 25?

It’s incredibly rewarding to work on a brand that’s become such an important part of Canadian beauty culture.  We’ve seen so much love from our customers in stores and on social media and we love how excited they get when discovering new products.  Quo Beauty’s success is a testament to the dedication of our team and the loyalty of our customers. My birthday wish for Quo Beauty is to continue inspiring people to embrace their unique beauty while relentlessly innovating to push boundaries in the beauty space.  And, over the next 25 years, I hope to see Quo Beauty continue to create products that empower and make people feel confident, while always staying true to the values that have brought us this far.

Finally, your top 3 favourite Quo products?!

It’s so hard to choose because I really do love them all! If I had to pick, I’d say the Quo Beauty Lip Boost Plumping Gloss (it’s an oldie but a goodie!), any and all Quo Beauty hair accessories, and everyone knows I can’t get through my morning routine without my Quo Beauty makeup brushes – they really are world-class!