KraveBeauty is a new type of skincare brand that stands to fight the fundamental issues present in the industry, like over-promising claims of cure-all ingredients and blind recommendations without understanding the consumer’s unique lifestyle. Our founder and CEO Liah Yoo, is a reputable voice in the beauty industry as she is known for sharing her skincare tips on her Youtube channel with 400,000 followers. She gained experience and knowledge learning about how products work with the skin from her personal journey and working at AmorePacific, Korea's largest beauty company.