Kravebeauty: Skincare company founded by influencer Liah Yoo.

In our beauty-obsessed world, consumers are demanding more from brands. But Krave breaks through the noise with its five hero products. The solution didn’t lie in layering dozens of supposedly life-changing products, but paring down her routine to the basics and embracing holistic skincare practices. We want to help you #PressReset on your current skincare routine and uncomplicate the industry by providing you with the bare essentials and teaching you to listen to your skin’s true cravings. Krave’s mission is to fight against the “more is more” messaging of stripping cleansers and harsh exfoliants that has been ingrained in so many of us. The product line features affordable, hydration-centric products.

Therefore, after she had fought through the acne stage, Liah decided to create her skincare products formulated without fragrance, essential oil and other potential allergic chemicals. Besides, all products do not contain animal or animal-derived elements, they are very gentle and less sensitive, as well as more eco-friendly comparing to other brands.

Liah Yoo is a beauty influencer known for sharing skincare tips with the knowledge and experience she gained while working at Korea’s largest beauty company, AmorePacific. We’re a skincare company that sells a cleanser while telling you to cleanse less. We just believe that being transparent wouldn’t compromise the company’s growth. We’re good people, with good intention, a nerdy friend who’s looking out for you–starting from your skin.

Starting A Business & Pressing Reset On The Skincare Industry W/ Liah Yoo

You will start receiving our newsletter directly to your email. We forget skincare is just a way to supplement our skin’s natural functions. The over-promising claims make us believe that skincare is a game has trained us to indulge in that instant gratification instead of truly nourishing our skin from within. Makeup ideas, product reviews, and the latest celebrity trends—delivered straight to your inbox. KraveBeauty partnered with Universal Favourite at a time when they were updating their sustainability credentials. To learn more about Press Reset Ventures, please find them at , LinkedIn and Instagram. It is with so much gratitude that I look back on the past 3 years and reflect on how we managed to get here.

Once you break down that wall or give up the authority of “I’m a brand and you’re a customer,” you break that wall and really humanize the brand and just communicate as a person to another person. You’re not only breaking down the barrier, but you’re also inviting to have a voice in how you make decisions. And also sharing the same value sets too, because we don’t want community’s output for the sake of community’s output. We want a very constructive dialogue and conversation. My skin is an ever-changing living organ, and I try to adjust my skin care products according to that.

Although she began her career as a journalist at Forbes, she soon realized her passion was for beauty and wellness and began to connect with fellow skincare influencers and founders. As half-Asian, half-Hispanic, she relates to a global community ranging all ages. Also interesting is the way she’s made half of her revenues up to this point.

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Ultimately with KraveBeauty, I want to empower everyone to step back, press reset and just listen to their skin. Let’s bring it back to why you’re doing all of this in the first place – for you, for your best life. Since the start of my YouTube channel, I’ve realized so many of us had become so overwhelmed by all the noise in the beauty industry. You’ve lost trust in all products and to make matters worse, you’re ready to give up on your skin.

• Liah notes that it’s not about launching new products at a breakneck speed for Krave, rather, focusing more on customers and how they can connect with more people as time goes on.
• The shop page is separated into core and supplement ranges to help simplify the decision-making process for the user.
• Your skin is naturally really smart, so respect your moisture barriers that you’re already born with.
• Krave’s mission is to fight against the “more is more” messaging of stripping cleansers and harsh exfoliants that has been ingrained in so many of us.

They want to sell one product to 10 people, not 10 products to one person. These types of “food-for-thought” conversations led Liah to create Krave Beauty, an indie brand gaining worldwide recognition. Comprised of five products so far, it tackles skincare minimalism, paving the way for beauty brands to get down to business when it comes to sustainability. On its website, Press Reset Ventures discloses its first investment is in Experiment, a brand specializing in reusable sheet masks. Famous for its 5, 8, or 10 step skincare routines, the K-beauty industry has built itself up as a mecca of sheet masks, bizarre ingredient lists, and intricate cleansing applications.

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I used to have super-congested acne-prone skin, and then I started cutting back, slowly but surely, from high coverage to mid coverage to no coverage. Then I switched to using only concealer, and surprisingly that really helped with my skin recovery process. If you have acne-prone skin, once you’re addicted to full-coverage foundation, it’s kind of like a vicious cycle.

It knows how to regenerate new skin when you get a papercut. It knows how to produce oil to naturally moisturize the skin when it’s dehydrated.