About Us
Overwhelmed by skincare? Us too. That’s why KraveBeauty began.
In 2017, our founder, skincare aficionado and YouTube OG Liah Yoo had exhausted herself (and her skin!) in the search for miracle products to solve her skin woes.
She’d sought advice from all the brands, experts, and know-hows… so why did she still not have “IG-worthy” skin?
Cue Liah’s lightbulb moment: if she was overwhelmed, where did that leave the rest of us?! So overloaded with new trends and “instant” fixes, we’d been taught to care more about skincare than our skin.
It was time to press reset.
We're here to help you cut through the noise.
BACK
Philosophy
Sustainability
Stakeholders
Philosophy
Philosophy
Sustainability
Stakeholders
THE NOISE
Your skin needs more. Listen to us.
In the skincare industry as we know it, every day means a new product, a new miracle ingredient and instant result, a new active you “need” to add to your already 17-step routine and a whole new way to feel overwhelmed.
Drag to see the Krave way
THE KRAVEBEAUTY CUT
Your skin knows what it needs. Listen to it.
Our skin is smart and KraveBeauty respects that. We create timeless products that work with your skin, not against it. We flip the script from “you need this product” to “you don’t need this product unless…” Pretty simple.
THE NOISE
Skincare Moves Fast
Every year, 120 billion units of packaging are produced by the global cosmetics industry and skincare products are being made and released at a rate akin to fast fashion.
It’s not only unsustainable but actually doing damage to the earth.
000000000000
FAST FACTS
3,000+
NEW PRODUCTS LAUNCHED IN 2019 IN THE US ALONE
1 in 4
PRODUCT RETURNS ARE THROWN OUT
5 Billion
POUNDS OF PRODUCT DESTINED FOR THE LANDFILL
3,000+
NEW PRODUCTS LAUNCHED IN 2019 IN THE US ALONE
1 in 4
PRODUCT RETURNS ARE THROWN OUT
5 Billion
POUNDS OF PRODUCT DESTINED FOR THE LANDFILL
Drag to see the Krave way
THE KRAVEBEAUTY CUT
#SlowdownSkincare
The industry’s producing more products than we need, at a faster pace than the planet can take. It’s time for brands to pump the brakes and be conscious and intentional with their production.
We’re on a mission to Slowdown Skincare, for people and the planet.
No trend-driven products
Stop Stop Stop
No “instant! miracle!” marketing lies
No excess production for the sake of quick profits
No trend-driven products
Stop Stop Stop
No “instant! miracle!” marketing lies
No excess production for the sake of quick profits
THE NOISE
Pleasing Shareholders
Our generation is seeing and dealing with the consequences of shareholder-first capitalism. It’s a business model that pressures brands to make quick growth and profits at any cost, usually via new and unnecessary products.
Sadly, this often means the needs of the workers, community, partners and the planet are overlooked.
$136,000,000,000
The global skincare industry generated approximately 136 billion USD in 2020
Drag to see the Krave way
THE KRAVEBEAUTY CUT
Serving Stakeholders
KraveBeauty’s mission is to press reset on every harmful industry norm and it starts with pushing back on the “growth at all costs” model.
We stand up by speaking up, slowing down and encouraging other brands to do the same.
We will use our business as a force for good.
We put people and the planetbefore profit.
Period.
