Our Story

Hey babes, welcome to Que Bella. We’re proud to be a brand that helps to promote self-confidence and self-love, whilst providing feel-good skincare experiences that are inclusive, authentic and affordable.

Our Mission?

Que Bella was born with the aim to promote self-confidence and self-love. We’re dedicated to redefining beauty, breaking down the unachievable expectations that the industry has created. Real people, real beauty; inclusive of everyone and accessible to all. Our mission is to encourage others to love themselves, believe in self-confidence, and to make others as passionate about skincare as we are.

We’re inviting you to join our self-love club.

Our vision is to help others discover self-confidence and love the skin they’re in. We create inclusive, inspiring and accessible skincare to help you be your most beautiful self.

Ps. the term Que Bella, derives from the Italian phrase, ‘what a beauty’

Confidence every day 

We believe in self-love all day, every day. Self-love is so important for your overall mental wellbeing. Our masks will leave you feeling beautiful and confident!

Open & Authentic 

Lead by trend and natural extracts, we’re open about all of the ingredients that go in to our products. You can rely us, and trust that we really care for your skin.

Inspiring & Inclusive

Developed by real people for real people. Our masks are made to inspire and fuel curiosity. We’re proud to be an inclusive brand, making our products accessible for everyone; every skin type, every age, every budget.

Creators & innovators

In our quest to confidence, we seek out new experiences in our products that spark, fun, joy and happiness.

Que Bella was born back in 2011 when our NPD team first partnered with Target in the US, where we developed our first 13 products. Little did we know, our little bath and body brand would soon become Target’s best-selling mask brand available in the US’ second-largest retailer. Our US audience loved the convenience that our cute and quirky packaging offered for less than $3, and so our signature ‘Que Bella lady’ was reborn, with an even brighter, bolder and fun look than before.

Our innovation team are continuously researching what works for our customer base; 10 years later it was time for a refresh. New packaging, new look, same amazing skincare. With inclusivity in mind, it was time for the ‘Que Bella lady’ to say goodbye for now. The new look offers that same fun packaging with a stripped back approach, maintaining the bold, bright image we all know and love. Inclusivity is at the heart of everything we do. We’ve recently changed our development and testing processes to ensure our masks are suitable for ALL skin types and tested on a diverse panel, whilst our recent Real People Campaign used real people from all backgrounds, instead of paid models to be at the center of our marketing messaging and imagery! 

As the US’ best-kept-secret-mask-brand, we’ve now launched on boohoo.com offering a selection of our most-loved masks, with the aim to promote self-care through feel-good skincare experiences, that are affordable for everyone. 

As a team we continue to explore the marketplace worldwide for the latest trends and most innovative ingredients, that our expert scientists pull together to create your favourite self-care products. Our products are curated and tested by real people in our HQ, and if we don’t love something, we don’t do it. In our journey to self-love, we seek out new textures, colours, formulas and experiences to spark fun, enjoyment and most of all confidence. We really believe in our products and we think you will too.


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