Less, but Better
Mindful-Minimal-Synergistic
Carefully chosen ingredients, mindfully added for synergy
Minimal Ingredient Formulas
Clean ingredients, carefully considered for their purpose.
Our mission is to provide people with simple to use products, made mindfully and with simple ingredients.
Less, but Better - Breaking it Down
Clean ingredients, carefully considered for their purpose.
First off, what does a minimal ingredient formula even mean (and what doesn't it mean)?
It aligns closely with the clean beauty movement whereby you use a product without concern for risking your health due to the nature of what's in it.
It doesn't mean that you have to have all natural or organic, while those things are nice, certain synthetic ingredients do exist for a reason and can aid in creating a truly powerful product.
At its core, it means that that you have more powerful ingredients and less filler ingredients. Higher quality ingredients that outweigh low quality or cheap ingredients.
Want to know more about minimal ingredient formulas? Read our article here!
Excluded Ingredients
What WON'T You Find Here
A well thought out and designed formula takes into consideration all required elements carefully so that each ingredient is as minimal, yet potent and powerful in its purpose as possible, without compromising the effectiveness of the final product.
Less, but better.
Clean ingredients, carefully considered for their purpose.
Here's what you won't find here:
Parabens, Phthalates, PEGs, Ethanolamines, Synthetic Fragrances, Formaldehydes, BHT, DEA, Sulfate Detergents, Aluminum Powder, Animal-Derived Products
Common Questions
Solely natural ingredient products may contain known allergens as well as lack essential ingredients to deliver particular outcomes or results, so while it may seem like natural only products would be the way to go, we have to consider a bit more when developing a product.
Things like:
- What are we trying to achieve?
- Where is this product being applied?
- How is the product being applied
- How important is it that this formula doesn't fall victim to microbial contamination? (say good-bye to preservative free)
That's not to say that we shouldn't strive for all natural products, we should absolutely jump for joy about those!
But everything has its purpose...
There are a wide range of resources on the internet which focus on ingredients. It can be hard to know what to look for.
Ingredients which we believe have no place in cosmetics are Parabens, Phthalates, PEGs, Ethanolamines, Synthetic Fragrances, Formaldehydes, BHT, DEA, Sulfate Detergents, Aluminum Powder and more.
To learn more about ingredients, as well as helpful resources, be sure to check out the Good Face Index,
Our founder, Lisa Goodall, struggled with multiple unexplained pregnancy losses and began to live a more mindful and clean lifestyle in 2015, following the stillbirth of her daughter.
Ingredients in foods as well as skincare products became a forefront in her decisions on what she was willing to put in and on her body.
While perfection is not the goal, progress and mindfulness are. Certain ingredients became a hard NO and others became a mindful choice. Everything in moderation.
With previous experience in the beauty and false lash industry, Lisa's goal with QMBeautique was to create a lash and beauty brand focused on mindfully formulating products that are non-toxic, cruelty-free and minimal and aligned with personally driven enthusiasm for clean beauty and sustainability.
