KraveBeauty was established in 2017 after founder Liah Yoo became frustrated with the increasingly complex skincare industry. As a skincare content creator on YouTube, Yoo noticed that consumers were being encouraged to purchase numerous products and follow lengthy routines in pursuit of perfect skin. She believed this approach often damaged the skin barrier and created unnecessary confusion.

The company was created around the idea of “Press Reset”—resetting both skincare routines and the beauty industry’s emphasis on constant product launches. Instead of encouraging consumers to buy more, KraveBeauty promotes buying only products that serve a clear purpose. [2]

KraveBeauty’s core philosophy centers on respecting the skin’s natural ability to function rather than overwhelming it with excessive ingredients or complicated routines.

Key principles include:

• Minimal but effective skincare routines
• Supporting and protecting the skin barrier
• Avoiding unnecessary product launches
• Transparency in product development
• Sustainable business practices
• Long-term skin health over quick cosmetic results

The company frequently communicates the message:

“Your skin knows what it needs. Listen to it.”

According to the brand, consumers should purchase products based on actual skin concerns rather than marketing trends. [3]

KraveBeauty maintains a relatively small product portfolio compared to many skincare companies. Its products are designed to work together while remaining suitable for individual routines.

Some of its best-known products include:

• Matcha Hemp Hydrating Cleanser
• Great Barrier Relief
• Kale-Lalu-yAHA
• Oat So Simple Water Cream
• Oil La La Serum
• Beet The Sun sunscreen (available in selected markets)

Several products have become popular on social media for their focus on gentle formulations and skin barrier support. [4]

Sustainability is a major part of KraveBeauty’s identity. The company states that it aims to reduce unnecessary production and waste rather than continually releasing new products.

Notable initiatives include:

• Publishing sustainability reports
• Becoming a Certified B Corporation [15]
• Recycling and packaging reduction programs
• Public disclosure of manufacturing waste
• Encouraging mindful consumption

One widely discussed campaign was “Waste Me Not,” in which the company publicly disclosed production waste from a failed manufacturing batch to encourage greater transparency within the beauty industry. [5]

KraveBeauty primarily operates as a direct-to-consumer (DTC) skincare company through its official online stores, while also partnering with selected retailers in certain regions. The company emphasizes community engagement, educational content, and customer feedback over traditional advertising.

Its marketing strategy relies heavily on:

• Educational skincare content
• Social media engagement
• Consumer transparency
• Scientific ingredient explanations
• Long-term customer relationships [6]

KraveBeauty positions itself as an alternative to trend-driven beauty marketing. Rather than promoting extensive skincare routines, the company encourages consumers to understand their skin and purchase fewer, more purposeful products.

Its messaging commonly focuses on:

• Skin-first decisions
• Conscious consumerism
• Simplicity
• Ingredient education
• Environmental responsibility

This philosophy has helped the brand develop a loyal international customer base, particularly among consumers interested in gentle skincare and barrier-focused routines. [7]

Liah Yoo is a South Korean-born skincare educator, entrepreneur, and former beauty content creator. Before founding KraveBeauty, she built an audience by sharing skincare education and product reviews online. Her experience as both a consumer and educator influenced the company’s focus on evidence-informed skincare and simplifying routines. [8]

KraveBeauty has received recognition within the beauty industry for its transparency, sustainability efforts, and consumer education. Publications including Byrdie have highlighted the company’s “Waste Me Not” campaign as an example of increased transparency regarding manufacturing waste in the cosmetics industry. [9]

1. About KraveBeauty
2. About KraveBeauty
3. TikToker Mikayla Nogueira Said This Breakout-Fighting Oil “Changed” Her Skin
4. These Were Most Impactful Brands of 2022
5. 19 Beloved Brands Founded by Asian and Pacific Islander Beauty Pros
6. KraveBeauty: The Brand That Tells You to Buy Less Skincare
7. Cultivate a Community Online in 3 Simple Steps – Shopify Philippines
8. Everything You Need To Know About KraveBeauty | Cult Beauty
9. About KraveBeauty
10. Krave Beauty, LLC – Certified B Corporation – B Lab