Brand Comparison
Indy Beauty 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 7.5)
Rating7.5/108.7/10
Price RangeMid-Range ($$)Mid-Range ($$)
Founded20172017
OriginStockholm, SwedenSeoul, South Korea
Products27
Best Fornormal, Combo, DrySensitive, Acne-Prone, compromised-barrier
PhilosophyCelebrity-founded Swedish skincare — celebrity indie but with real formulation depth. Think Nordic Rhode.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.
Indy Beauty
Swedish musician-founded skincare that outgrew the celebrity-brand critique. Formulations are legitimately good.
Pros
- ✓ Celebrity founder built real depth
- ✓ Strong Scandinavian aesthetic
- ✓ Mid-tier accessible pricing
Cons
- ✗ Celebrity-brand skepticism
- ✗ Limited US retail
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
