Location

New York City, New York, United States

Founded

2017

Price range

$14 – $64

Shipping

USA, Canada, China, Hong Kong, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Austria + 34 more

Catalogue

31 products

Size range

1–6.76

New arrivals

3 this month

KraveBeauty Beauty Brand Logo

KraveBeauty

Independent brand — verified
About

KraveBeauty is an American brand founded in 2017 by Liah Yoo, and it is one of very few beauty companies whose marketing actively discourages you from buying. The rallying line is Press Reset on the Skincare Norm. The range splits into a Core series for daily maintenance and a Supplement series for targeted needs. The brand tells customers outright when they do not need a product. Its #SlowDownSkincare campaign rejects the fast-fashion launch cycle the industry runs on. Behind that stance sits real formulation discipline. Great Barrier Relief, built on tamanu and centella, improved damaged barrier function after two weeks in an independent clinical study on twenty participants. Beet The Sun SPF 40 passed six separate tests, including two FDA broad spectrum tests and the ISO 24444 and 24442 protocols. Oat So Simple Water Cream, Matcha Hemp Hydrating Cleanser and Kale-Lalu-yAHA complete the core line, with everything priced between $16 and $28. KraveBeauty is a Certified B Corporation, PETA-certified vegan and cruelty-free, and a member of 1% for the Planet. It commits to including at least one upcycled ingredient in every new launch, using leftover Jeju matcha grinds, rejected UK hemp seeds, ugly Jeju carrots, European wine pomace and Romanian rosehip seeds. Great Barrier Relief is bottled in 100% PCR PET, and refill pouches are available. Formulas are always free of fragrance, colorants, dyes and essential oils. For sustainable, affordable, barrier-first skincare, KraveBeauty is a benchmark. It is one of very few brands whose environmental claims survive close reading.

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Brand Details

Contract manufactured
South Korea
1% for the Planet
B Corp
PETA Beauty Without Bunnies
Recyclable
Reusable
Recycled materials
Refillable
Yes — select products
Last reviewed
Oct 2026
Independent brand
Verified
L
Liah Yoo

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Frequently asked questions

Who founded Krave Beauty?
Krave Beauty was founded by Liah Yoo, a former AmorePacific employee and early K beauty YouTuber who battled her own severe acne for years.
When was Krave Beauty founded?
This skincare brand launched in December 2017, self funded with 50000 dollars of Liah Yoo's own savings and no outside investors.
Is Krave Beauty good quality?
Yes, this skincare brand is B Corp certified with a score of 81.6, and is stocked at Sephora Southeast Asia and Cult Beauty.
Is Krave Beauty cruelty free and vegan?
Yes, this skincare brand states its formulas are 100 percent vegan, testing on no animals, and avoiding sales in mainland China.
Where is Krave Beauty based and made?
This skincare brand is headquartered in the United States, manufacturing its minimalist, roughly nine product capsule range in South Korea.
What is Krave Beauty known for?
This skincare brand is known for its Great Barrier Relief moisturizer and its slow skincare philosophy that pushes against unnecessary overconsumption.

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