Quo Beauty reformulated and relaunched

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (Artfully79)
© Getty Images \ (Artfully79)

Related tags: vegan, cruelty free, Shoppers drug mart, Canada, Color cosmetics, Brush

Today, Shoppers Drug Mart announced its largest cosmetics launch to date. The retail pharmacy chain’s own private label beauty brand is now fully vegan, PETA-certified, and comprises over 1,000 products.

In 1999, Shoppers Drug Mart (a subsidiary of Loblaw Companies) launched the country’s first private label color cosmetics line: Quo Beauty.

With today’s relaunch of the brand, consumers can find Quo Beauty not only in 1,3000+ Shoppers Drug Mart doors across Canada and on the store’s ecommerce site but also in 300+ Loblaw-owned grocery stores.

“Quo Beauty was designed for Canadian beauty lovers,”​ says Kelly Jessop, Vice President of Category Management at Shoppers Drug Mart, in her remarks to the press. “It's an incredible line of fun and vibrant beauty products that helps Canadians easily achieve the latest on-trend makeup looks, for less.”

The Quo Beauty brand gets completely reformulated to be vegan and cruelty-free

All 1,000+ products in the Quo Beauty portfolio have been reformulated and reimagined to align with current consumer expectations.

The brand’s color cosmetics collection for instance was “created with the goal of minimizing product packaging across the line,” ​according to today’s press release announcing the relaunch of Quo Beauty. And products across eye makeup, complexion products, nail color and care, etc. are now vegan and cruelty-free.

Plus, Quo Beauty now has full line of vegan brushes for use with makeup and skin care. (Skin care brushes and application tools have been emerging across market tiers in recent years, thanks to innovations from indie brands like Yubi Beauty​ and Take My Face Off​, and manufacturers like Anisa International. And now, with Credo phasing out “little spatulas” ​and other beauty disposables​ and consumers being both more careful about touching their own faces and more likely to be doing at-home facials, skin care tools are on track to become quite popular.)

The new Quo Beauty brushes are made with 100% “synthetic fibres and [offer] high-performance application by leveraging the latest advances in technology and design,”​ states the release. They are also “cruelty-free, vegan-friendly and responsibly made.”

And, “The Quo Beauty brush collection features multiple lines including Artistry, Classic, Classic double-ended, Skin, Trendy and select brush sets.”

Shoppers Drug Mart teams with MUA Hung Vanngo on the relaunch of Quo Beauty

Hung Vanngo is a globally known makeup artist with an extensive resume of celebrity, editorial and advertising work​. He also received the Canadian Arts and Fashion Award in 2019 for Makeup Artist of the Year.

Vanngo created a number of looks for the Quo Beauty relaunch campaign as well as a fall trends YouTube tutorial. “I'm so impressed with the new Quo Beauty range because the products are both inspirational and easy-to-use,”​ he says in today’s press release, adding, “I loved creating a wide range of unique looks with the products — looks that range from beautiful and natural to dramatic and colourful, and everything in between.”

Related topics: Market Trends, Color Cosmetics

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