Brand Comparison

Hyphen 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)

Hyphen Krave Beauty

Rating8.3/108.7/10

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

Founded20222017

OriginIndiaSeoul, South Korea

Products37

Best ForIndian millennials, celebrity-backed skincare, brightening, Bollywood fansSensitive, Acne-Prone, compromised-barrier

PhilosophyCelebrity-founded Indian beauty brand backed by Kriti Sanon, formulated for Indian skin and climate.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.

Hyphen

Hyphen is the Bollywood actress Kriti Sanon-cofounded skincare brand built specifically around Indian skin needs — heavy humidity, hard water, melanin-rich pigmentation patterns. The vitamin C-led brightening line is the clear hero, and the broader catalog leans treatment-led with celebrity-marketing reach. Mid-tier pricing, distribution heavy on Nykaa and Amazon India.

Pros

✓ Celebrity-backed credibility
✓ Formulated for Indian climate
✓ Strong vitamin C lineup
✓ Strong India D2C distribution

Cons

✗ Celebrity branding can feel marketing-led
✗ Limited international distribution
✗ Newer brand

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