Overwhelmed by the constant influx of skin care products? You’re not alone. KraveBeauty is right there with you. Brainchild of world-renowned beauty YouTuber, Liah Yoo, the brand is on a mission to slow down the skin care sphere while reducing the industry’s waste levels.
Paying homage to its simple yet effective regime, here at Cult Beauty we’ve rounded up everything you need to know about the brand – from the history of KraveBeauty to the bestseller products we’re adding to our basket.
WHAT IS KRAVEBEAUTY
Demystifying daily routines since 2017, KraveBeauty is a skin care brand that works with your complexion, not against it. Treating your dermis with the respect it deserves, its collection consists of just two simple-yet-effective series (the Core Series and Supplement Series) that tackle common beauty concerns, without compromising or replacing your natural ecosystem. Flipping the script from saying ‘you need this product’ to ‘you don’t need this product’, KraveBeauty prides itself on its less-is-more mantra, dreaming up multifunctional solutions that work on all skin types – even the most sensitive.
WHAT IS THE HISTORY OF KRAVEBEAUTY
Founded by beauty aficionado and YouTube icon Liah Yoo, KraveBeauty began through her frustration of constant trends of instant (but not long-term) fixes – otherwise known as ‘analysis paralysis’. Famed for sharing her skin care tips, knowledge and experience gained while working at Korea’s largest beauty company, Liah Yoo has garnered an international social reach of over 700,000 followers (and counting). Building her integrity by facilitating others on their complexion journey, the influencer openly shares her skin care woes and annoyances with beauty vogues that arise as quickly as they decline. With that in mind, the creative decided to dream up skin care products that listen to the needs of your dermis rather than competing with it.
IS KRAVEBEAUTY A KOREAN BRAND
While KraveBeauty holds a ‘made in Korea’ label, it doesn’t tap into the renowned K-Beauty trend. Rather than being defined by Korean skin care’s extensive yet effective 10-step routine, the brand’s products have access to the highest grade of ingredients and technology for formulas that are sophisticated and successful.
KRAVEBEAUTY’S CULT CONSCIOUS COMMITMENT
Along with looking after our complexion, KraveBeauty goes above and beyond to look out for our planet too. Proud to be part of our Cult Conscious initiative, the brand has the Donates to Charity, 1% for the Planet and PETA Cruelty-Free proof points from our third-party team Provenance. Why? We’re glad you asked. Not only has KraveBeauty donated to Amazon conservation projects, the Great Barrier Reef Foundation and become a member of the 1% For The Planet organisation, but the collection is also cruelty-free – meaning it doesn’t test any products or ingredients on animals.