About us

About Us

Who we are

The world’s largest personal beauty consultancy, serving 50,000+ clients

London HQ

Founded 2024

121

Team Members

QOVES London office

"Nestled in the heart of London, we transformed this old library into our primary HQ in 2025."

As Seen In

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QOVES Philosophy

Decades of research show that better-looking people receive numerous financial, social, and institutional benefits. Attractive people have an unfair advantage; at QOVES, we believe everyone deserves the opportunity to look their best and reap the benefits of beauty. Indeed, we think improving your looks is among the easiest and most enjoyable ways to improve your entire life.

The issue is that almost everyone else in beauty benefits financially from you engaging in more and more beautification. Skincare brands make money when you spend more on skincare, clinics make money when you get more procedures, and influencers make money when you click their affiliate links; they all financially benefit from you doing more and more.

At QOVES, our service is personalized beauty advice. We do not earn referral fees, sell procedures, or benefit financially in any way from recommending more changes. We’re the only business model in beauty that can say “no change needed” and still get paid the same. Our mission is therefore not to maximize intervention, but to provide restrained, evidence-based guidance to people who have already chosen to seek it.

Chris Williamson

That's why we built

QOVES

Helping consumers make better beauty decisions by providing informed guidance, effective methods, and visualization options.

At QOVES, we combine research and expertise with modern technology to reimagine the beauty consultation. Our clients can understand their faces better, plan their transformations more easily, and make more informed decisions about their looks.

OUR PERSPECTIVE

People deserve better than one-size-fits-all advice when it comes to their appearance.

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How it works

Our methods for providing effective beauty advice come from seven years of studying the facial aesthetics literature, our library of 450+ evidence-based beautification methods, our advisory board of 10 leading cosmetic specialists and doctors, and our in-house research team of five full-time scientists from the world’s finest institutions (including Oxford and the Max Planck Institute). We continue to improve our approach through our experience serving over fifty thousand clients.

We understand that beauty is inherently subjective and varies by culture. But it is also statistically patterned, such that providing responsible, effective, bespoke guidance on how to improve one’s appearance is possible.

Our team is trained to suggest subtle, ethnicity-aware changes to bring out your unique aesthetic, and then our concierge works with you to revise and plan your perfect look. QOVES is not trying to make everyone look the same or make you look like someone else; instead, our mission is to help each of our clients look like their unique best self.

early stage

It all started with a question : What makes a face attractive?

QOVES began as the efforts of Shafee Hassan, who in early 2019 started using computer vision models to study what actually contributes to facial attractiveness perceptions across thousands of examples.

That early research formed the basis of the company, initially offering personal beauty consultations as a service with a small team of professionals. By 2024, Hassan and co-founder Leo Olsen Guillot had iterated on the process into the QOVES we know today: a company built to give people a precise, independent, evidence-based consultation.

“We know from decades of psychological research just how important physical appearances are. Making personalized beauty advice accessible is the greatest benefit we can offer as a company”

Shafee Hasan

CTO / Co Founder at QOVES

Core Values

Four things we won't compromise on

Never one-size-fits-all

Every report is unique. Each recommendation is based on your unique facial features.

We want you to look like the best-looking version of you.

Honesty over upselling

Other beauty companies are incentivized for you to do more. We're the only business model in beauty that can say “no change needed” and still get paid the same.

Our only incentive is to provide the best advice we can.

Ethnicity awareness

The professionals who designed our system come from all backgrounds. And if you take a look at our social media, you'll see how much of our work is dedicated to celebrating the diversity of global beauty standards.

We don't believe there is one single beauty standard.

Evidence-based advice

Every recommendation in our protocol has been vetted by our in-house research team.

We're determined to prioritize accuracy and efficacy.

Advisors

Advised by the world's top aesthetics minds

Built with input from the leaders shaping modern aesthetics.

Dr. Lara Devgan

Dr. Lara Devgan

Top board-certified female plastic surgeon in New York, Founder of Dr. Devgan Scientific Beauty, Vogue & Elle Beauty Board, Former RealSelf CMO, Yale Sterling Fellow, NIH Scholar

Dr. John Shamoun

Dr. John Shamoun

The only U.S. plastic surgeon with six active board certifications

Dr. Neelam Khan

Dr. Neelam Khan

Founder of Neely Dermatology & Aesthetics, Clinical Assistant Professor at Georgetown University

Dr. Daniel Gould

Dr. Daniel Gould

Editorial Board member of the Aesthetic Surgery Journal, Sherrell Aston Award recipient

Mr. Ayad Harb

Mr. Ayad Harb

Founder of SRGN and Aesthetic Intelligence, educator to 4,000+ aesthetic professionals

Dr. Gary Linkov, M.D.

Dr. Gary Linkov, M.D.

ISHRS Communications & Public Education Committee Member, Founder of Feel Confident, Former Adjunct Assistant Professor at NYU

Dr. Michael Keyes

Dr. Michael Keyes

Founder of Celebrity Plastics, Vice-Chair of the ASPS Social Media Subcommittee

Dr. Shim Ching

Dr. Shim Ching

Associate Clinical Professor at the University of Hawaii JABSOM School of Medicine

Dr. Jonathan Zelken

Dr. Jonathan Zelken

Johns Hopkins–trained plastic surgeon, CEO and Medical Director of Zelken MD

Dr. Oliver Zolman

Dr. Oliver Zolman

Founder of Longevity Level 1, 2, 3 Protocol, King's College London Medical Doctor

Your Questions

Frequently asked questions

If you have any further questions, please use the chat box in the bottom right or contact us by email at hello@qoves.com.

What is Qoves?

Qoves is the world’s best platform to improve your looks and achieve a real facial transformation without surgery. We provide you, from the comfort of your home, with a personalized facial analysis and transformation plan based on your unique features.

Who is this for?

Qoves is for anyone who wants to improve their looks with science-based methods, without surgery.

What exactly will I receive?

Upon joining, you’ll receive:

  • A comprehensive facial analysis
  • A personalized glow-up protocol
  • Your biometric scores
  • Before-and-after visualizations of your potential improvements
  • A protocol letter from our team
  • Constant messaging access to our care team.

You’ll receive an updated version of all the above once a year to make sure you maintain your results and stay the best-looking version of yourself for years to come.

Can’t I just do this with Chat GPT or Claude?

ChatGPT and other AI assistants can offer general guidance on aesthetics. But general is all they can offer.

Large language models have no ability to place landmarks on your face, measure skin texture, or perform the 100+ aesthetic tests that form the foundation of a Qoves analysis. They rely on broad pattern recognition and outdated frameworks like the golden ratio, which modern aesthetic science has long moved past. And because they have no understanding of your specific demographics, bone structure, or skin characteristics, their output is inherently generic.

The same limitation applies to AI-generated visualizations. Ask an LLM to adjust your brow shape and it will subtly alter your eyes, nose, and skin tone in the process (identity loss). The result looks convincing but simply isn’t an accurate representation of what your face would actually look like.

At Qoves, we use tools like Claude to help articulate findings clearly. But the analysis itself, every measurement, every test, every protocol, is powered by proprietary models built over years of dedicated research, combined with the hands-on expertise of our team.

If you want quick, free answers to aesthetic questions, ChatGPT is a reasonable starting point. But if you are looking for the gold standard in aesthetic planning, Qoves is in a different category entirely.

How long will it take for me to receive my results?

It takes up to 28 days from the moment you upload your photos for our team to prepare your analysis and protocol.

How does it work?

  1. Tell us about yourself: Demographics, lifestyle, and goals.
  2. Upload your photos: Six specific angles of your face and head.
  3. Get your results: Within 28 days, you’ll receive your full protocol and visuals of your best-looking self.

Is this a one-time report or a continuous service?

This is an ongoing service that you can cancel at any time. After your initial plan, you'll receive updated protocols, analyses, and visualizations every year. You’ll also have unlimited access to message our care team support whenever you need.

How often do I need to submit photos?

Once a year to update your analysis, review your protocol, and track your progress.

What makes Qoves different from beauty apps or filters?

We don’t rely on filters or gimmicks. We’ve trained our models to achieve best-in-class precision in three main areas:

  • Measurements

    We landmark 512 points of your face, allowing us to perform precise assessments of your facial features.

  • Visualizations

    Our visualizations are designed to be realistic, showing you a preview of what your face would look like with different changes.

  • Recommendations

    Our recommendations are based on 450+ evidence-based methods to improve attractiveness.

Can I really get results without surgery?

Many of the changes we recommend are non-surgical, and for a lot of people non-surgical options are enough to make a visible difference. Results vary and we do not guarantee any particular outcome.

Join 50,000+ people

Improve your looks without surgery

Get your personalised facial analysis and transformation plan based on your unique features.

100+ Aesthetics Tests

A look at your lashes
Your facial width