Before she ever became one of the leading voices in beauty-tech, Kristina Orlic was simply a skincare obsessive searching for real results. A trip to Croatia—and a single session of LED light therapy—changed everything. The results were instant, but so was the realization: transformative treatments shouldn’t be limited to those who can afford them. From that moment, Qure was born, a brand redefining at-home skincare with science-backed technology that makes clinic-level innovation accessible to everyone.
In this conversation, Kristina shares how she turned personal frustration into purpose, why fear can be a compass, and how leading with energy and conviction shaped one of the fastest-growing movements in modern beauty. From red light rituals to the power of doing it scared, this is a glimpse into the mindset behind the mission and the intention that started it all.
Can you share a little bit about what Qure is and the intention behind creating it?
Qure was never just about skincare, it was about solving a problem I lived with for years. When I visited my brother in Croatia, he introduced me to LED light therapy. I used it while I was there and saw a dramatic change in my skin But it was expensive and inaccessible for me.
That was my lightbulb moment. We thought, ‘What if we could take this clinically proven technology and make it available to everyone - not just the people who can spend over $200 a session in a clinic?’
That’s how Qure was born: with the mission to bring powerful, in-clinic results home. To make tech that actually transforms skin, and confidence, without compromise and making it accessible to everyday people. Because good skin shouldn’t be a privilege, it should be a fundamental right.
What inspired you personally to start this journey into beauty-tech?
I’ve always been passionate about skincare, mostly because I struggled with my own skin for so long. But what really pushed me into beauty-tech was a pattern I started to notice - the best results always came from in-clinic treatments, but they were expensive, time-consuming, and just not sustainable for most people long-term.
When I tried LED light therapy during a trip to Croatia, I saw real, visible results in my skin. But once I looked at the cost of regular clinic visits, it became clear that those kinds of results were only available to people who could afford that kind of access. It felt like there were gatekeepers in the industry, and that didn’t sit right with me.
I knew there had to be a better way – to take something backed by science and trusted by professionals, and make it available to everyday people. This led us to create the world’s first customizable LED mask – so people could tailor treatments to their skin goals from home. It’s personal, empowering, and future-forward.. and it’s just the beginning.
As a female founder in a fast-moving, tech-driven space, how do you approach leadership?
I lead with energy – because in beauty-tech, things move fast and there’s no time to second-guess. As a founder, I know I set the tone. If I’m not lit up by the mission every day, I can’t expect anyone else to be.
But great leadership isn’t just about being the loudest voice in the room – it’s about building belief. I’m obsessed with hiring people who want to build something meaningful, not just tick boxes. Passion can’t be taught, but it can be sparked. And when everyone feels connected to the vision, things move – fast, intentionally, and with heart.
In the early days, I was in the trenches - writing ad copy, building landing pages, replying to customers at midnight. That taught me how every part of the brand connects. Even now, I stay close to the product and our community. Leadership for me is side-by-side, not top-down. I’m here to drive, but also to listen, coach, and create space for people to own what they do.
What personal philosophy guides the way you approach both life and business?
I live by one simple philosophy: Do it scared.
Getting my skydiving license and launching Qure taught me the same thing – it’s not about being fearless, it’s about doing it despite the fear. When you're free-falling, there’s only Plan A, pull the parachute. No one’s coming to save you. And business is the same. It's on you to trust yourself, take the leap, to figure it out, and to keep going even when it’s uncomfortable. That mindset carried me long before any title ever did.
What’s been the most rewarding moment so far as Qure has grown into one of the fastest-rising beauty-tech brands?
Honestly, it’s the messages from people telling us how Qure changed their skin, and changed how they feel in their skin. We’ve had so many customers tell us things like, “I’ve finally left the house without makeup,” or “This gave me my confidence back.”
That always hits me because I was that person and I know exactly what it feels like to want to hide your skin, to try everything and still feel defeated. So to now be part of someone else’s turning point.. It is surreal. We’re not just building a product, we’re re-building confidence and freedom, and improving the quality of people’s lives. That’s the kind of impact I’ll never get used to.
Beyond skincare, do you have daily rituals that keep you grounded and intentional—like morning practices, movement, or wellness habits?
YES and I take them seriously! Every morning I start by manifesting and looking at my vision board and being intentional with how I want the future to unfold (It's been 4 years in a row now and everything on my wall has become a reality). I eat raw liver for its vitamin A and nutrient density, and I wear red lense glasses after 8pm that block harsh blue light to support my circadian rhythm (beauty sleep). I also move my body every single day, no matter what!
Who or what inspires you most when it comes to resilience, beauty, and innovation?
For resilience, it’s honestly the version of myself before Qure existed – the girl with no title, no business experience or degree, no team, just an obsession and determination to prove to herself that she could do hard, scary things. I still tap into her every time I hit a wall.
For beauty, I’ve always been inspired by Estée Lauder. She was one of the original beauty entrepreneurs who created a world around her timeless brand. She believed in the power of word-of-mouth, consistency, and connection all long before social media existed.
For innovation, I’ve always looked to industries outside of beauty. People like Steve Jobs inspire me because of how he thought. He didn’t just make products; he reshaped experiences. That’s what I aim for with Qure, not just great skincare wellness tech, but a feeling that stays with you long after you use it.
Last book or podcast you loved?
I recently listened to an episode of the Mel Robbins Podcast with Emma Grede, and I was honestly glued and finished the podcast so motivated.
If you could give one piece of advice to the next generation of founders, what would it be?
It’s not about never failing, it’s about never stopping. Keep showing up. Keep evolving. That’s where the magic happens!
If you had to define it in your own words: what does living with intention mean to you?
It’s being clear on why you’re doing something before you say yes.
