This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
Who: Liah Yoo (Krave Beauty)
What are you known for & how did you get your start?
I’m known for sharing non-conventional acne skincare tips with the knowledge and experience I gained through my personal acne-fighting journey and from working at Korea’s largest beauty company, AmorePacific. I started campaigns, such as the #skincarediet or #foundationfreesundays, that helped to heal many of my followers’ skin troubles. Ultimately, after receiving thousands of messages about crazy skincare trends from confused and overwhelmed subscribers, I felt the need to pause, press reset on all the noise and just strip it down to the basics — which led to Krave Beauty.
What’s the brand: Skincare
Find it: www.kravebeauty.com
What makes the brand different?
We are 4 years old with only 5 products. This reflects our ‘Slow Down Skincare’ principle—our commitment to saying no to excess skincare, for the skin and the planet.
Fun fact: All our product names are punny
Best seller: Great Barrier Relief
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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