This document discusses the new quality paradigm in pharmaceuticals which emphasizes building quality in from the beginning through a systematic quality by design (QbD) approach. It outlines the key elements of QbD including establishing a quality target product profile, identifying critical quality attributes, understanding material attributes and process parameters that impact critical quality attributes through risk assessment, developing a design space, and implementing a control strategy. The new paradigm focuses on science-based approaches, quality risk management, robust quality systems, and an integrated approach across the product lifecycle between industry and regulators.