Brand Comparison
Ettusais 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 7.8)
Rating7.8/108.7/10
Price RangeBudget ($)Mid-Range ($$)
Founded19922017
OriginJapanSeoul, South Korea
Products17
Best ForOily, Combo, Acne-ProneSensitive, Acne-Prone, compromised-barrier
PhilosophyShiseido's youth-skincare offshoot — targeted at teens + 20s acne and pore concerns, J-drugstore prices.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.
Ettusais
Shiseido-backed acne skincare that costs a third of SK-II. Good for adolescent and 20-something Japanese skin concerns. Often overlooked by international buyers.
Pros
- ✓ Accessible Shiseido R&D
- ✓ Focused on acne + pores
- ✓ Under ¥2000
Cons
- ✗ Limited international retail
- ✗ Packaging feels young
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
- ✓ barrier-first philosophy
- ✓ cult hero in Great Barrier Relief
- ✓ transparent founder storytelling
- ✓ no fragrance / no essential oils
Cons
- ✗ very small catalog
- ✗ ships mostly US/intl, harder to find in Asia
- ✗ limited range of price points
