Brand Comparison
Earth Rhythm 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)
Earth Rhythm
Earth Rhythm is what happens when a former banker (Harini Sivakumar) gets frustrated with the gap between safe, scientifically-formulated skincare and what's available in India. Founded in 2019 as an evolution of Soapworks India, every formula is created in-house by trained cosmetic chemists and independently clinically tested. The Phyto Ceramide Deep Moisturizer is the hero — five ceramides in a lightweight formula at under ₹300. ECOCERT and PETA certified, refillable pods to reduce packaging waste. Nykaa acquired the brand in August 2024, giving it mass distribution across India's largest beauty platform. Not the luxury play — the clean-science-at-pharmacy-pricing play.
Pros
- ✓ ECOCERT and PETA certified — genuine clean beauty credentials
- ✓ all formulas created in-house by cosmetic chemists
- ✓ refillable packaging and zero-waste innovations
- ✓ Nykaa acquisition ensures mass distribution across India
Cons
- ✗ relatively young brand — long-term track record still building
- ✗ some formulations are basic compared to Minimalist's actives range
- ✗ packaging is functional-clean, not aspirational
- ✗ refill pod system requires brand loyalty to justify
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
