Brand Comparison

Astalift vs Krave Beauty

A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?

Our Pick

Krave Beauty

Higher editor rating (8.7 vs 8.3)

Astalift Krave Beauty

Rating8.3/108.7/10

Price RangeMid-Range ($$)Mid-Range ($$)

Founded20072017

OriginJapanSeoul, South Korea

Products37

Best ForMature, dullness, Dry, normalSensitive, Acne-Prone, compromised-barrier

PhilosophyFujifilm's pivot from photo film to skincare — astaxanthin and nano-delivery technology.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.

Astalift

When Fujifilm's film business started evaporating in the 2000s, they asked: what else do we know how to do? Turns out a lot of film chemistry applies to skincare — specifically antioxidant stability and particle-size control. Astalift is the result, and it's surprisingly great. The Jelly Aquarysta (a pre-essence "jelly") is the brand's weird, brilliant hero.

Pros

✓ Fujifilm's film-chemistry heritage is real engineering
✓ Jelly Aquarysta has a genuine cult following
✓ Astaxanthin is a well-studied antioxidant
✓ Nano-delivery tech that actually penetrates

Cons

✗ Sunset-pink color from astaxanthin can stain
✗ Fragranced
✗ Range is narrow
✗ Marketing leans heavily on the Fujifilm angle

Krave Beauty

Liah Yoo built Krave Beauty the way you wish more brands would — with a skincare-fatigued YouTube audience in mind, a commitment to stripping back rather than piling on, and one genuine cult hit in Great Barrier Relief. Small catalog, specific mission, loyal fans. Not for people who want a 10-step system. Very much for people whose skin has been yelled at for too long.

Pros