Caring for your complexion can be confusing. But, Q+A skin care wants to change that. Since launching in 2019, the British-born brand has made it their mission to take the guesswork out of skin care with ingredient-led formulas, affordable price points, and a refreshing commitment to transparency. We caught up with Q+A’s founder Freddy Furber (FF) and head development chemist Faye Purcell (FB) who gave us all the Answers to our burning Questions!
Why did you feel there was still room for a brand like Q+A? and why is it important to demystify and simplify the skin care space?
FF – Since launching Q+A in 2019, our goal has been to take the stress out of skin care – and I’m proud to say we’ve done just that! Navigating the beauty aisles can feel overwhelming, but our on-pack checklist makes shopping for skin care super simple by clearly highlighting each product’s benefits and the skin types it’s best suited for. This helps our customers make informed decisions, take control of their skin care, and confidently build a regime tailored to their skin concerns.
In the case of Q+A, low price points are not equal to lower-quality products. How have you achieved this?
FF – Accessibility is at the core of the brand in terms of price point and inclusivity. We strive for premium-quality formulations without the premium price tag, and thanks to our in-house manufacturing, we are proud to be able to achieve this. Effective products shouldn’t have to break the bank!
Why was it important to you to create a natural skin care brand? How have you achieved a 98% natural skin care range?
FP – Incorporating natural ingredients into our range was crucial because we believe in promoting skin health, with a focus on enhancing your skin naturally as opposed to simply ‘covering up’ skin concerns. Natural ingredients are as effective and often more gentle than their synthetic counterparts, making them suitable for diverse skin types, including sensitive skin.
What’s the best thing about the way your skin care is formulated and manufactured?
FP – We do everything in-house! We develop and manufacture all our formulas ourselves, so we have complete control over every step – from choosing the ingredients to making each product.”. With no third parties involved, we’re free to prioritise high-performing, data-backed ingredients over cost-driven decisions, ensuring every formula delivers real results.
How do you ensure the quality and efficacy of the natural ingredients used in Q+A products?
FP – Our development team maintains close relationships with trusted ingredient suppliers and follows a strict onboarding process to ensure full traceability across our supply chain. Our chemists thoroughly review every ingredient we consider, assessing its efficacy and supporting data. From there, we formulate in-house and compare efficacy in the formula, testing internally and externally to ensure the ingredients are working in synergy with the formulation.
Can you describe the process of formulating a new product, from concept to final product?
FP – Every new product starts with a detailed brief from our NPD team, outlining the desired claims, performance, format, and packaging. This brief is then passed to our development and packaging teams, who begin formulating the product, designing packaging, and selecting the most suitable ingredients. Over the next 6–7 months, the formula undergoes rigorous testing to ensure safety, stability, and performance. Once approved, we place final orders for materials and scale the product from lab to full-scale manufacturing in our factory.
What challenges have you faced in maintaining a 98% natural formulation, and how have you overcome them?
FP – One of the main challenges was delivering optimal performance through plant-powered active ingredients while ensuring the formulations were gentle enough for sensitive skin. This approach lets you seamlessly incorporate multiple active-led products into your routine without causing irritation. For example, Q+A Retinol Facial Serum has achieved outstanding user trial results with no reports of sensitivity or irritation. This was down to a careful formulation process that not only selected high-performing actives but also mitigated any potential concerns that could arise from using a strong active like Retinol.
How does Q+A stay ahead of skin care trends while maintaining its commitment to natural ingredients?
FP – Because we review hundreds of ingredients and products as part of our development process, we’re quick to identify which trends have lasting potential and which are just passing fads. As a natural, ingredient-led brand, we focus on trends backed by data, whether it’s driven by evolving consumer needs or proven product performance. This insight feeds directly into our NPD process, allowing us to stay ahead of the curve while staying true to our commitment to effective, naturally derived ingredients.
What role does customer feedback play in the development of Q+A products?
FF – Customer feedback plays a vital role in every Q+A product we develop. From the early stages, we involve an internal panel of testers who trial multiple versions of each formula, only progressing once we reach at least 80% positive feedback. Beyond this, we continuously gather insights from product reviews, customer service interactions, and social media. This ongoing feedback loop not only helps us refine existing formulas but also inspires future innovations, ensuring our products consistently meet the expectations of our community.
Can you share any upcoming innovations or products that Q+A is working on?
FF – There are always exciting things in the pipeline! In 2025, expect to see some brand-new ingredients join the skin care range, plus new formats of bestselling Q+A ingredients. Keep an eye out for some body care launches, as well as an exciting range that we can’t wait to share…