Krave Beauty
Liah Yoo's "press reset" philosophy: strip skincare back to what the barrier actually needs.
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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.
Strengths
- + barrier-first philosophy
- + cult hero in Great Barrier Relief
- + transparent founder storytelling
- + no fragrance / no essential oils
Weaknesses
- − very small catalog
- − ships mostly US/intl, harder to find in Asia
- − limited range of price points
The Krave Beauty Story
Liah Yoo spent years on YouTube critiquing the Korean skincare she grew up with — too many steps, too many fragranced actives, too little thought for how stressed-out skin actually recovers. In 2017 she launched Krave Beauty with a single mission: press reset. The hero, Great Barrier Relief, is an anti-aging recovery serum built around tamanu oil and ceramides that reads more like a barrier rescue than a trendy essence. Today Krave ships worldwide from a small but fiercely devoted catalog — the antidote to 10-step maximalism without being preachy about it.
Shop Krave Beauty by skin type
Curated picks from Krave Beauty's lineup, ranked for each skin type.
All Krave Beauty Products
7 products reviewed and rated.
Great Barrier Relief
Liah Yoo's cult barrier-repair serum. Great Barrier Relief is built around tamanu oil (Calophyllum inophyllum) — a Pacific Islands botanical oil with real anti-inflammatory and wound-healing literature — paired with niacinamide and centella for a serum that sits somewhere between oil and emulsion. For skin that's been wrecked by over-exfoliation or tretinoin purges, this is the recovery shortcut.
Beet the Sun SPF50+ PA++++
Krave's viral chemical SPF that broke the Asian-filter availability problem for Western shoppers. Lightweight, no white cast, works under makeup.
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