In an industry driven by continuous product launches and ever-changing trends, KraveBeauty has carved out a niche with its stripped-back, mindful approach to skincare.

“Skin should never be trendy. It’s an organ you are born with, not a fashion item,” says Liah Yoo, the beauty YouTuber-turned-entrepreneur behind the skincare brand.

Rather than urging consumers to indulge in quick fixes, ten-step routines or touting Instagram-worthy skin, KraveBeauty encourages its followers to reset their relationship with skincare and break free from product overload.

The company was founded in 2017 by Yoo and has since only launched nine products—intentionally. Seven of these are available in Singapore, Malaysia and Thailand through Sephora. The products are categorised simply into two: a Core series with products designed for daily maintenance and Supplement, with formulas to target specific problems.

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