KraveBeauty

What KraveBeauty does

KraveBeauty is a digitally native skincare brand founded in 2017 by Liah Yoo, a YouTube creator, and operated as Krave Beauty, LLC from New York. The company sells a small, intentional assortment of barrier-first skincare products organized across cleansers, moisturizers, treatments, SPF, lip care, and body care, with hero SKUs including Great Barrier Relief ($28), Beet The Sun SPF 40, Oil La La, Matcha Hemp Hydrating Cleanser, Oat So Simple Water Cream, and Plumptuous Lip Jelly. The underlying technology centers on formulation chemistry using upcycled ingredients sourced from food-industry waste streams (rosehip seeds, matcha, hemp seeds, carrots, wine pomace, plum kernels) and packaging innovation such as refill pouches and the refillable lip-oil system.

The business operates as a direct-to-consumer brand through a Shopify-powered e-commerce storefront shipping to 50+ countries, supplemented by a Sephora US retail partnership. Revenue mechanics combine one-time purchases, a Subscribe & Save subscription program (10% off, with bonus products on orders 3 and 4), pre-configured duo bundles, and a tiered Build Your Own Bundle configurator offering 5-25% discounts. The company is B Corp certified, PETA vegan and cruelty-free certified, a 1% for the Planet member, Plastic Neutral certified, and Climate Label certified, and has achieved a 560,000-meal donation milestone through its ShoppingGives program. The team is small (11-50 employees), no external funding rounds are disclosed, and the company remains privately held under founder and CEO Liah Yoo.

Name

KraveBeauty

Legal name

Krave Beauty, LLC

Website

https://kravebeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

KraveBeauty is a digitally native skincare brand founded in 2017 by YouTube creator Liah Yoo, selling barrier-first skincare formulated with upcycled ingredients direct-to-consumer online, in Sephora, and to 50+ countries.

Ownership category

akta.pro rank

Product category

Consumer Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Skincare products
• Barrier repair formulations
• Upcycled cosmetic ingredients
• Vegan beauty brand
• Korean skincare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: KraveBeauty generates revenue primarily through direct-to-consumer sales of skincare products via its e-commerce website. Products include cleansers, moisturizers, treatments, SPF, and lip care. The company also sells through Sephora as a retail partner.
2. Subscription (Subscribe & Save): The company offers a subscription model providing 10% discounts on recurring orders. Subscribers can choose delivery frequency (monthly to bi-monthly), with bonus surprises on orders 3 and 4. Free shipping included on subscription orders $50+.
3. Bundles and Kits: The company sells pre-configured product bundles (Duos, Kits, Jumbos) and allows customers to build custom bundles with tiered discounts (5-25% based on number of products).

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

KraveBeauty manufactures and sells a curated assortment of barrier-first K-beauty skincare products (cleansers, serums, moisturizers, sunscreen, lip care, body lotion) formulated with upcycled ingredients from food industry waste streams. Products are sold direct-to-consumer through the brand's Shopify-powered e-commerce site internationally and through Sephora in the US, with subscription and bundle purchase options.

Product overview

KraveBeauty is a K-beauty skincare brand founded in 2017 by YouTuber Liah Yoo, offering a small, intentional assortment of barrier-first skincare products. The portfolio is organized into two series: Core products for daily maintenance (Great Barrier Relief, Beet The Sun SPF 40, Oil La La, Matcha Hemp Hydrating Cleanser, Oat So Simple Water Cream, 24 Carrot Retinal, Kale-Lalu-yAHA, Makeup Re-Wined, Great Body Relief, Plumptuous Lip Jelly) and Supplement products for targeted solutions. Products feature upcycled ingredients from food industry waste, sustainable packaging with PCR materials, and refillable options. The brand also offers curated duo bundles, kits (Bestseller Kit, Intro Kit, Barrier On-The-Go Kit), and a Build Your Own Bundle option with tiered savings up to 25%. All products are PETA-certified vegan and cruelty-free, and the company is B Corp certified.

Differentiator

Problem solved

Functional benefit

Brands

• Press Reset Ventures: A venture arm set up by KraveBeauty to help others move away from hyperconsumerism and not-so-conscious capitalism

Products and services

• Great Barrier Relief

Quantifiable outcome

• Clinically proven to improve damaged skin barrier function after 2 weeks of use (independent clinical study on 20 participants)
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• GreenpeaceminorStrategic or Co-development Partner · 1 January 2025Founder Liah Yoo worked alongside Greenpeace to pressure the Global Plastic Treaty negotiations, advocating for stronger environmental regulations in the beauty industry.
• United Nations (UN General Assembly)minorStrategic or Co-development Partner · 1 January 2025Founder Liah Yoo attended UN General Assembly as part of advocacy efforts for environmental and sustainability policy changes affecting the beauty industry.
• Rodale InstituteminorStrategic or Co-development Partner · 1 January 2025Team visited Rodale Institute and Poconos Regenerative Organic Farms to learn about regenerative agriculture and sustainable ingredient sourcing practices.
• Poconos Regenerative Organic FarmsminorStrategic or Co-development Partner · 1 January 2025Direct engagement with regenerative organic farms to understand sustainable farming practices and inform the company's approach to natural ingredient sourcing.
• Women's Earth AlliancecoreStrategic or Co-development PartnerPartnership with Women's Earth Alliance supporting Tamanu Oil production with women farmers in Indonesia. Supports sustainable sourcing while empowering female agricultural workers in developing regions.
• Press Reset VenturesminorStrategic or Co-development PartnerVenture arm established by founder Liah Yoo to help others move away from hyperconsumerism and not-so-conscious capitalism. Represents the company's investment in broader industry change beyond its own products.
• ShopifycoreTechnology or IntegrationShopify powers KraveBeauty's online store and provides e-commerce infrastructure including checkout, payment processing, and analytics. Also used for targeted advertising through Shopify Audiences.
• Pact CollectivecoreChannel Partner/ Reseller/ DistributorRecycling partner enabling consumers to return hard-to-recycle beauty packaging. KraveBeauty products are recyclable via Pact Collective bins when local curbside recycling cannot accept specific plastic types.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Ordinary (DECIEM): DECIEM's The Ordinary pioneered ingredient-focused, simplified, affordable skincare with a similar DTC-and-retail hybrid model. Closest direct peer to KraveBeauty's "less is more" philosophy, transparent pricing, and barrier/efficacy-led positioning, though at significantly larger scale.
• Youth To The People: Clean, sustainably sourced, vegetable-derived skincare brand with Sephora distribution and premium pricing. Comparable target customer, sustainability messaging, and barrier/gentle-efficacy positioning to KraveBeauty.
• Glow Recipe: K-beauty-inspired DTC skincare brand selling fruit-forward, gentle formulations through Sephora and its own site. Highly comparable to KraveBeauty's K-beauty-simplified positioning and target demographic of skincare-enthusiast millennials/Gen Z.
• Biossance: Sustainability-led skincare brand built around squalane and clean ingredients, sold through Sephora and DTC. Highly comparable to KraveBeauty's upcycled-ingredient, refill-friendly, climate-conscious positioning.
• Drunk Elephant: Premium clean/biocompatible skincare brand built on a "suspicious six" ingredient philosophy that closely parallels KraveBeauty's barrier-first, fragrance-free stance. Sells through Sephora and DTC, with comparable price points and target consumer.
• Tata Harper: Luxury natural/organic skincare brand with vertically integrated, farm-sourced formulations and DTC-dominant distribution. Comparable to KraveBeauty's transparency, clean ingredients, and sustainability narrative, though positioned at a higher price tier.

Broad incumbents

• CeraVe: Mass-market barrier-repair skincare brand owned by L'Oréal, developed with dermatologists. Sets the consumer expectation around ceramides and barrier health that KraveBeauty's Great Barrier Relief also competes against, but at much lower price points and far broader distribution.
• La Roche-Posay: L'Oréal-owned dermocosmetics brand leading the sensitive-skin and barrier-repair category. Comparable to KraveBeauty's clinical, sensitive-skin positioning but operates at incumbent scale across pharmacies, dermatologists, and global retail.

Emerging players

• Then I Met You: K-beauty-inspired skincare brand founded by Charlotte Cho, focused on multi-step rituals and ferment-based formulations. Smaller-scale emerging peer overlapping with KraveBeauty's K-beauty-adjacent consumer, with overlap in Sephora Clean at Sephora positioning.
• Versed Skin: Clean, affordable DTC skincare brand carried at Target and Sephora, focused on simple routines and ingredient transparency. Comparable indie D2C positioning to KraveBeauty but with broader mass-retail distribution and lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@KraveBeauty
• Instagraminstagram.com/kravebeauty
• TikToktiktok.com/@kravebeauty
• Xx.com/kravebeautyinc
• Facebookfacebook.com/kravebeautyinc
• LinkedInlinkedin.com/company/kravebeauty

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KraveBeauty