Brand Comparison
Plum 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 7.9)
Rating7.9/108.7/10
Price RangeMid-Range ($$)Mid-Range ($$)
Founded20142017
OriginIndiaSeoul, South Korea
Products137
Best ForOily, Combo, Acne-Prone, normalSensitive, Acne-Prone, compromised-barrier
Philosophy100% vegan, clean, transparent Indian skincare — sulfate- and paraben-free, Indian indie, aesthetic-forward.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.
Plum
The Indian answer to The Ordinary — active-led, vegan, drugstore-accessible. Green Tea range is the starter pack for Indian skincare newbies.
Pros
- ✓ Fully vegan
- ✓ Active-led budget line
- ✓ Pan-India availability
Cons
- ✗ Limited hero products
- ✗ Fragrance-heavy
- ✗ Mass-market positioning
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
