This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Known for her non-conventional approach to acne care, Liah Yooh started sharing her tips and tricks on YouTube in 2011. Her experience at Korea’s largest beauty company, AmorePacific, gave her the foundation she needed to become the skin-care influencer she is today. After receiving thousands of messages regarding crazy skin-care trends, she decided to focus on the basics. And, with various campaigns like #foundationfreesundays and #skincarediet, she helped heal the skin troubles of many of her followers. This led to the creation of her skin-care brand, Krave Beauty, and her mission of simplifying skin care. Krave Beauty prioritizes highly-effective products and an inclusive community.
Who: Liah Yoo (Krave Beauty)
What are you known for & how did you get your start?
I’m known for sharing non-conventional acne skincare tips with the knowledge and experience I gained through my personal acne-fighting journey and from working at Korea’s largest beauty company, AmorePacific. I started campaigns, such as the #skincarediet or #foundationfreesundays, that helped to heal many of my followers’ skin troubles. Ultimately, after receiving thousands of messages about crazy skincare trends from confused and overwhelmed subscribers, I felt the need to pause, press reset on all the noise and just strip it down to the basics — which led to Krave Beauty.
What’s the brand: Skincare
Find it: www.kravebeauty.com
What makes the brand different?
We are 4 years old with only 5 products. This reflects our ‘Slow Down Skincare’ principle—our commitment to saying no to excess skincare, for the skin and the planet.
Fun fact: All our product names are punny
Best seller: Great Barrier Relief
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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