Designed for You, Wherever You Are — Why Our Mascara Is a Celebration of Inclusive Beauty

Let’s talk about something very close to our hearts — both Ana and I felt often that inclusivity in the beauty industry was just a ‘tick box’ exercise for many. For us, this is a core value, not just as a concept, but something we build into every Qudos Beauty product. Because when we say “luxury makeup for everyone,” we truly mean everyone — every skin tone, every lash type, every climate, every lifestyle.

Let me explain how we’ve made that real — starting with our I WAND YOU® mascara.

As two founders — Ana-Maria, international makeup artist, and myself, from corporate world to confessed beauty obsessive — we created Qudos Beauty to solve the frustrations we saw in traditional luxury makeup. We felt that often, “premium” formulas feel like they’re made for a specific kind of user, and the formula is not satisfactory, but the packaging is high-end and they claim to be ‘inclusive’ so that must be it.

Not on our watch.

We wanted a mascara that everyone could count on. A real go-to. One that’s as bold and unapologetic as the people who wear it. One that would look stunning on darker lashes without needing layers and layers, hold beautifully in hot climates, and enhance eyes of every shape and colour — from fair to deep, dry to humid climates, East to West.

And so we built one.

Rich Pigment That Shows Up — On All Lashes

One of the things we hear all the time — and I’ve experienced this too — is that many mascaras barely show up on darker lashes. If you have naturally black or deep brown lashes, you know the struggle: you apply, and… meh. The definition just isn't there.

So, we made pigment performance a non-negotiable.

Our mascara is deeply pigmented — think rich, intense black — so it enhances even the darkest lashes with a single swipe. It defines, lifts, and elongates lashes instantly, without looking grey or ashy. No compromises. No double work.

Made for Dark Haired Girls — and Everyone In-Between

As a makeup artist, Ana-Maria has worked with clients from all over the world, and one thing she’s always been passionate about is adapting products to real faces — not just what the industry tends to centre.

That’s why this mascara was tested and refined to work beautifully with monolids, hooded eyes, almond shapes — all eye shapes, really. The wand is designed for precision and control, even on short, straight lashes that need a little extra lift and curl.

This is luxury that doesn’t assume — it adapts.

Having spent years working in manufacturing, I know that performance matters more than pretty packaging. So when we formulated our mascara, we didn’t stop at "looks good" — it needed to hold up.

Whether you’re walking through summer in Dubai or navigating the rainy season in Bangkok, this mascara won’t smudge, melt, or disappear halfway through the day. We tested it across climates and lifestyles — high heat, high humidity, long work days, weddings, holidays, marathons, bootcamps and all nighters — and it passed every test.

And yes, it’s gentle enough for everyday wear and easy to remove at night. No harsh rubbing, no dried-out lashes, because of science and expertise in the field second to none.

When we say Qudos Beauty stands for versatility, we mean it in every way.

That’s the beauty of real innovation: when you design with intention, one product can do so much more.