QMS Medicosmetics, the skincare range which originated in the medical field amongst professional aestheticians in leading luxury spas across the globe. Today it announces a new brand identity, crafted by independent brand elevation agency, Free The Birds.

The reveal of this new identity supports the brand’s entry into the D2C space for the first time, as well as the launch of a breakthrough new range of world-first, micro-molecular products, COLLAgen3D™.

Until today, QMS’ identity has been focused on treatment first, brand second. This discovery brand seeks to change this narrative with the support of Free The Birds, to introduce iconic design, language and packaging that can break through the noise, and communicate the expert-led efficacy of the brand directly with consumers.

The new visual language is designed to communicate the power of aestheticians, the power of experiential and the power of expertise. Free The Birds made the expert aestheticians of QMS a part of the design process, a testament to the vital nature of their role for the brand which would not exist without them.

Avoiding gratuitous vocabulary, the tone of voice for the brand is centred around transparency; direct, clear communication with discerning, educated beauty customers. A key part of this is the mission of sharing ‘The Beautiful Truth’, a new mantra for the brand which communicates the core ethos and purpose of QMS. This is interwoven with the ‘Q’ of the logo, which becomes a central, iconic asset.

This brand asset also supports the creation of a ‘Q&A’ format, a design language dedicated to tackling the confusion which so commonly arises from jargon communicated by many skincare brands on the market. These circular visuals within the Q invite customers to engage directly with the brand, building the authentic, honest narrative Free The Birds sought to ingrain within QMS’ identity.

The agency took a strong stance on the lifestyle imagery shot for this new identity. The exclusive use of black and white imagery is an unusual choice in today’s beauty landscape, but one which champions the brand’s purpose of communicating truth. It heroes the textures and glow of the skin, building confidence in customers by speaking to the authenticity and efficacy of the brand.

The new visual identity and brand purpose launches at the same time as a brand-new line of products, COLLAgen3D™. This three-product range represents the very first vegan micro-molecular, 100% skin identical, product which is 100% lab grown.

Having been created with a primary focus on B2B, QMS’ D2C offering online and offline has operated under the radar until today. With this refresh,, Free The Birds has built all assets which the brand will need to create a robust D2C offering. This includes a comprehensive imagery bank, featuring pack and product shots, striking model images and to support a digital-led strategy, high quality moving images. The new brand identity also represents part of a long-term vision for the brand, to create an established, trusted, leading brand voice across locations from POS destinations in retail, to an elevated presence in the spa destinations in which the brand was first available.

Nick Vaus, Co-founder & Managing Partner at Free The Birds comments, “From our very first encounter with QMS and their team, the mission and uniqueness of the brand shone through in their ability to make science simple and accessible. The quality and expertise of this brand has moved under the radar for too long, and we are proud to have supported the business as it enters this exciting new period.”

Viola Kleist, Chief Marketing Officer at QMS adds, “Our collaboration with Free The Birds has allowed us to craft a visual and verbal identity that resonates with our core values of honesty, authenticity, and results-driven innovation. With the launch of our pioneering COLLAgen3D™ range, we are setting a new standard in skincare, making advanced, science-backed treatments more accessible than ever. This is more than a brand update; it’s an affirmation of our mission to bring the highest quality skincare from the clinic, directly to our customers.”