Beauty News

Do You Crave KraveBeauty?

5 minute read

If you've ever gone down the k-beauty rabbit hole, you might've heard of KraveBeauty.

Founded in 2017 by beauty guru Liah Yoo, KraveBeauty encompasses everything customers want from k-beauty and 'clean' beauty.

Liah brings years of experience from the Asian beauty sphere into western markets. Now, based in New York, KraveBeauty is everything we know and love about k-beauty but simplified.

Taking a peek on their website, one of the biggest reasons Liah started KraveBeauty is this:

One fundamental issue with the beauty industry is that many brands create products that will sell rather than products that consider our skin's health. This results in over-promising claims, multistep routines, and harsh products that damage the skin long-term. Consumers have been trained to apply more than what our skin needs, which disrupts the skin's natural functionality and can lead to chronic inflammation.

With a simplistic approach, KraveBeauty ensures nobody is confused by long, drawn-out steps. Refined down to the most basic skin care needs, you only need five products. Let's take a look at what KraveBeauty offers.

Currently, there are two main product categories with a total of five products:

  • The Core (three products)
  • Supplement (two products)

The Core series is their basic 3-step routine for healthy, protected skin. It features a cleanser, moisturizer, and SPF. Meanwhile, the Supplement series are products that you can add to your skin care routine to treat specific concerns.

Matcha Hemp Hydrating Cleanser, $16

KraveBeauty's flagship Matcha Hemp cleanser is formulated with nourishing ingredients suitable for all skin types. Whether you have sensitive skin or oily skin, the matcha and hemp combination (with other key ingredients) are a perfect match. The cleanser contains 40% matcha and has a pH of 5.0-6.0.

Key Ingredients: Matcha, Hemp seed oil, Coca-Betaine, Soapbark extract, Sweet Almond oil, Hemp seed oil, Oat Kernel Extract

Oat So Simple Water Cream, $28

Oat is a naturally soothing ingredient—so when you put in a moisturizer, your skin will soak it all up! The Oat So Simple Water Cream is made with less than nine ingredients. It's cooling feeling will leave you feeling hydrated and refreshed within seconds of application.

Key Ingredients: Squalane, Butylene Glycol, Oat Meal Extract

The Beet Shield, $20

The Beet Shield is one of KraveBeauty's best-selling products! Beetroot extract is naturally high in Vitamin C and antioxidant-rich. So, this sunscreen doubles as a protectant and reduces hyperpigmentation. This lightweight fluid also protects the skin from UVA/B rays and other environmental pollutants.

The Beet Shield is rated SPF 50+ PA++++ by Korean cosmetics standards.

Key Ingredients: Beetroot Extract, Allantoin, Vitamin C, Resveratrol, and EGCG.

Great Barrier Relief, $28

This serum instantly calms irritated and sensitive skin. It's a blend of soothing oils that combat discoloration and breakout caused by a damaged skin barrier. It does all this without leaving you feeling greasy. KraveBeauty discloses the serum contains Tamanu oil on their website, which may trigger a reaction for those with nut allergies.

Key Ingredients: Propanediol, Tamanu oil (10%), Niacinamide, Safflower Seed Oil, Rosehip Seed oil

Kale-Lalu-yAHA, $25

Kale-Lalu-yAHA is a mouthful to say, but it's worth butchering. The gentle AHA exfoliator is a green juice for your skin. It's powered by AHA that removes dead skin cells and unclog stubborn pores. Combined with leafy greens like kale, spinach, and parsley, this exfoliator sounds almost good enough to taste (don't drink it, we're only joking).

Key Ingredients: Aloe Leaf Water, Kale Extract, Glycolic Acid, Spinach Leaf Extract, Parsley Extract Chlorella Minutissima Extract, Green Apple Extract, Vitamin B5


When it comes to sustainability, KraveBeauty makes it their mission to be equally minimal. Their packaging comes in 100% recyclable carton and no excess fillers (no more crinkle paper!).

[W]e'll always ensure our products stay easy to use and uncomplicated so they can best serve you and the planet.

Additionally, KraveBeauty is transparent about how they choose their packaging. For instance, the Oat So Simple Water Cream comes in a PET container. Although it's plastic, KraveBeauty says, "it also has a higher chance to close the product loop and can be easily reused."

(Simply) toss your empty container into the recycling—the label and its non-toxic adhesive can be recycled, too.

KraveBeauty is also a member of 1% For The Planet. They pledge to donate 1% of all their profit to global environmental protection projects.


Part and parcel with their products, KraveBeauty promotes the philosophy of #PressReset. Sounds simple, right?

We dream big. We're here to #PressReset on the conventions of skincare, and help people get in tune with their skin's cravings. When the industry zigs, we zag. When others tell everyone to apply more, we're here to shout that our skin is smart.

All KraveBeauty products are made in Korea and are free of artificial coloring, fragrance, and essential oils. Their ingredients are naturally-derived then combined with lab-based technology to increase the ingredient's efficacy.

Curious to learn more? The KraveBeauty blog features #PressReset as a series in collaboration with influencers. The #PressReset Diaries meets people with different skin types and lifestyles. Check it out for sk-inspiration.

Now then, are you craving KraveBeauty?