Krave Beauty was founded by beauty influencer and industry veteran Liah Yoo. She created the brand to fight the skincare industry’s barrage of products that do more harm than good.
Their website promotes minimalism in an overwhelming industry and they’re dedicated to a healthier planet by cutting out excess products. They also prioritize sustainability by tracing and sourcing ingredients ethically and working towards Climate Neutral and Plastic-Free certifications.
Cleanser
This vegan cleanser from Krave Beauty doesn’t mess up your skin barrier and is designed to do what no other anti-irritation cleansers do—lift away everything your face doesn’t want while leaving what it does (a healthy pH, hydration, antioxidants, and no irritation). It uses mild surfactants—like coco-betaine, coco-glucoside, and decyl glucoside—to gently dissolve oil and dirt without stripping.
It also features a powerful combo of skin-soothing ingredients like hydrating hemp seed oil and calming oat to make your complexion KRAVE-able. Plus, it’s PETA-certified and cruelty free!
Founded by YouTube star Liah Yoo, the brand follows the K-beauty philosophy of fixing the skin from within, and they’re adamant about avoiding complicated, multi-step routines that lead to skin irritation. They’re also big believers in sustainability and have made significant strides in becoming Climate Neutral Certified and Plastic Neutral Certified—as well as 1% for the Planet and U.S. Plastics Pact members. And their products are a mix of natural ingredients (like kale, spinach, oat, and tamanu oil) with safe synthetics (like niacinamide and glycolic acid). They even offer a Snack Pack that contains 4 of their best-selling products in mini so you can try them before committing to the full lineup!
Exfoliator
Designed to boost your glow, this exfoliator buffs away dead skin cells and unclog pores with 5.25% glycolic acid. It also contains kale, spinach, and parsley extracts to nourish the skin with vitamins and antioxidants. And hyaluronic acid provides soothing hydration.
This cleanser is gentle and non-irritating, making it suitable for sensitive skin. It contains a blend of natural ingredients like tamanu oil, oat, and kale along with safe synthetics such as niacinamide and glycolic acid.
The brand’s founder, Liah Yoo, is a YouTube beauty influencer with over 1.2 million followers and a background at luxury Korean beauty brand AmorePacific. She launched Krave Beauty in 2017 to combat the skincare industry’s overcomplicated routines and excessive use of foreign ingredients.
All products are free of fragrance, essential oils, comedogenic ingredients, colorant, and potential allergic sensitizers to support the skin’s natural ‘ecosystem’ and minimize irritation. They’re also PETA-certified vegan and cruelty-free. The products are available on the Krave Beauty website and at a few third-party online retailers, including Amazon and Soko Glam.
Moisturizer
Krave Beauty was founded by influencer Liah Yoo with the belief that skincare should be simple and give skin what it needs – hydration, healthy pH, and no irritation. Their products are formulated without perfume, essential oils, and colorants to avoid irritation and sensitization. They also use safe, natural ingredients like kale, shea butter, hemp seed oil, and squalane.
One of their best-sellers is the Great Barrier Relief serum. This product is designed to help repair a damaged skin barrier and it works by combining natural lipids (like tamanu oil) with niacinamide.
This moisturizer is safe for fungal acne, rosacea, and sensitive skin. It has less than 10 ingredients to reduce the risk of irritation and is ideal for humid climates. This product also uses jar packaging, which is better for the environment than heavy glass packaging. It’s also Climate Neutral Certified and Plastic Neutral Certified. All of these efforts are a great way to show their commitment to sustainability.
Sunscreen
One of the most essential products to add to your skincare routine, sunscreen protects the skin from harmful uv rays that can cause sunburn and lead to premature aging. With the ozone layer depleting, it’s even more crucial to make sure your skin is properly protected.
The kravebeauty sunscreen has a lightweight texture that absorbs quickly without leaving a greasy or oily feeling. It also doesn’t leave a white cast on darker skin tones, which is an issue that many people face when using other sunscreens.
This product is perfect for all skin types and concerns, especially those with oily or combination skin. It’s also free from oxybenzone and octinoxate, which are chemicals that harm marine life and coral reefs. The product is enriched with antioxidants that help minimize long-term sun damage and maintain a healthy complexion.