Considering the self-similar characteristic of irregular pore network of materials during the damage evolution process, a pore ubiquitiform model (PUM) is developed to characterize the multiscale pore or microcrack network of quasi-brittle materials, and then based on the PUM, the ubiquitiform damage model (UDM) is proposed to describe the damage evolution process of quasi-brittle materials under quasi-static uniaxial tensile loading. The values of porosity and pore specific surface area estimated from the PUM and the stress-deformation curves including the softening curve calculated from the UDM are in good agreement with previous experimental data, respectively. It can be found that, the PUM can be adopted to characterize the self-similar multiscale pore network and estimate the porosity and pore specific surface area, and the UDM can describe the damage evolution process of quasi-brittle materials under quasi-static uniaxial tensile loading. Meanwhile, the UDM can characterize the self-similar characteristic of pore network during the damage evolution process of quasi-brittle materials through the evolving ubiquitiform complexity.