Our Founder

Heyo, it's Liah!

Each and every day, I have the privilege of connecting with those who, like me, are craving clear and healthy skin, and I’m here to help.

The struggle is real. 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. 

Do I really need a toner? What’s the difference between a serum and an ampoule? When should I apply essence? Is dimethicone safe to use? How long should we wait after applying BHA? Can I apply both this and that? Should we pat or rub?

It didn’t make sense. When did something that should be so simple become so stressful?

And then I realized –there is just too much.

We’re exposed to too much advice, too many products, and too many trends that are all taking away the joy of skincare. And all that has trained us to ignore what our skin is saying, what it is craving. We forget skincare is just a way to supplement our skin's natural functions. 

I’m guilty of this too. I battled with acne for years and tried to solve it with invasive treatments, antibiotics or piling on heaps of medication. My skin was a mess. Not only was my acne not cured, but I was also suffering from greasiness, chronic inflammation, and sensitized skin. I was shoving products onto my face that I didn’t need, that it didn’t crave and it was tortured and screaming at me to CHILL OUT.

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. You got this.



Liah is:

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. She has an international social media reach of over 500,000 followers, and built her credibility by helping hundreds of other women who have tried literally every other conventional regime to clearer and healthier skin by sharing her unconventional acne-fighting tips based on her own skincare journey.