Brand Comparison

Purito 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)

Purito Krave Beauty

Rating7.5/108.7/10

Price RangeBudget ($)Mid-Range ($$)

Founded20172017

OriginSouth KoreaSeoul, South Korea

Products77

Best ForSensitive, Dry, ComboSensitive, Acne-Prone, compromised-barrier

PhilosophyClean, centella-focused skincare with full ingredient transparency. Named from 'purify' + 'to' (earth) — a commitment to clean formulations.Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.

Purito

Purito had a rough public moment when their original sunscreen was found to have lower SPF than claimed. To their credit, they pulled the product, reformulated, and came back with improved transparency. The current Centella line is genuinely good — particularly for sensitive skin. A brand that earned respect by owning a mistake.

Pros

✓ Centella formulations are excellent
✓ Fully transparent about ingredients and concentrations
✓ Learned from SPF controversy and improved
✓ Truly unscented options

Cons

✗ Still rebuilding trust after SPF incident
✗ Small product range
✗ Some products lack the punch of competitors
✗ Not widely available in physical 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