Before you read this blog, a little “surgeon general’s warning”: yes, this entire blog post is just me fangirling over my favorite skincare brand. I’m not affiliated with them in any way (though I wish I were). These are all my own opinions, completely uninfluenced by anyone. I’m just a huge, huge fan. Okay. You may now proceed.
In a skincare world flooded with endless brand launches, countless products, ingredient fear-mongering, and trends that push consumerism at every turn, it can all feel overwhelming. But through the noise, one name brings me a sense of calm, balance, and clarity: Krave.
In the beginning, there was Krave.
Krave Beauty is a skincare brand founded in 2017 by Liah Yoo, a Korean beauty influencer and content creator initially known for her informative skincare YouTube videos. I was an instant fan, absorbing every bit of information— how to maintain a strong skin barrier, the importance of pH in cleansers, which oils help with breakouts, and so on, and so forth. At 17 years old, her videos became a chapter in my personal skincare bible, advice I would instinctively recall and recite. Her teachings shaped my understanding of skincare, planting a small seed in my mind. One that, eight years later, has blossomed into my now career.
I witnessed the launch of Krave Beauty and was among the first to get my hands on the famous Matcha Hemp Hydrating Cleanser. During the launch, Liah emphasized the cleanser’s gentleness, specifically its pH range of 5.0 – 6.0. That’s how I first learned about the skin barrier’s natural pH and why maintaining that balance is crucial. WOW! The science was explained so clearly that it immediately piqued my interest. I had to try it for myself.
I still vividly remember opening the box, admiring my purchase, squeezing the cleanser onto my palm, and marveling at its unique brown, speckled appearance. When I washed my face with it for the first time, I was shocked! My skin felt clean but still hydrated. Before that, I was only used to cleansers that left my face stripped and dry, so this felt like a game-changer. Since then, this has been my most used cleanser, and I’ve probably gone through 5 or 6 bottles in total. I have one in my medicine cabinet right now, as I write this.
I dug through my archives to find photos of my Matcha Hemp Hydrating Cleanser over the years. Sadly, most of the ones I remember taking were deleted, but I did manage to find a few where it makes a sneaky appearance. I thought it’d be fun to turn this into a little game of Where’s Waldo, but instead make it Where’s Matcha Hemp Hydrating Cleanser? Let’s see if you can find it!
Where’s Waldo Matcha Hemp Hydrating Cleanser?
2018, August 5th
A mirror selfie of me and my dog (rest in peace little Sankey). Can you find the cleanser?
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Easy start. Okay, what about this one:
2019, October 18th
This picture is a little embarrassing, but a little context: I was trying on a blonde wig for my Pretty Woman Halloween costume that year. Can you find the cleanser bottle?
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Behind this trashcan. You can barely see it, but it’s there! Also don’t ask me why my trashcan is on the counter…cause I don’t know either. Next!
2020, April 13th
This was my take on the viral tiktok “smoking toilet” trend. The things we did during lockdown.
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Right at the top inside this plastic bin.
I hope this was as fun for you as it was for me XD.
On top of these, I’ve also purchased—and repurchased—several of Krave Beauty’s hero products, including Great Barrier Relief, Oat So Simple Water Cream, Beet the Sun, Makeup Re-Wined, and Kale-Lalu-yAHA. To be completely transparent, not every product blew me away. Some worked better for me than others. But my loyalty to the brand goes beyond the products themselves, it’s everything else: their core values and mission.
Krave’s “Kore” Values
Krave Beauty stands out to me in a sea of skincare brands because they emphasize simplifying your routine, and listening to your skin’s needs. Their #PressReset movement isn’t about aggressively pushing products onto us—it’s about encouraging mindful consumerism and intentional purchases. That’s the essence of their name: focusing on what your skin craves rather than overwhelming it with endless layers of products. You don’t need a 10-step skincare routine to achieve “glass skin”, whatever that even means. It’s just another trend that fuels hyperfixation on perfectionism. Krave Beauty doesn’t follow trends, pushes back on marketing lies, and stays true to their core values. It feels so refreshing in a world where profit often seems to take priority over our well-being.
Krave’s “Kommitment” to Sustainability
Another huge reason I love Krave Beauty is because of their commitment to environmental sustainability. They believe in slowing down skincare—not just for the health of our skin, but for the planet too. Their approach prioritizes reducing consumption first (as mentioned above), followed by reusing and recycling. There’s a lot to unpack when it comes to their sustainability efforts, and while I’ll only be scratching the surface, I’ll do my best to outline some key initiatives below.
Krave Beauty makes little updates to their packaging every so often, always looking for ways to be more sustainable. In 2021, they went through a bit of a rebrand, switching to more eco-friendly materials, with most of their packaging now made from post-consumer recycled content.
Then last year, they redesigned Oil La La with a clever balloon insert that deflates as you use it, so you can get every last drop without the hassle of scraping or cutting bottles open. Less waste, more product!
They also make recycling super easy with fun illustrations on their website, showing exactly how to dispose of empty bottles (primary packaging) and even the boxes they’re shipped in (secondary packaging). Partnering with Bluebird, there are easy-to-read infographics on every product page that break down carbon emissions, waste impact, and recycling instructions—so you actually know what impact you’re making.
Plus, their sustainability report is definitely worth a look. I was reading it one day and honestly, I nearly teared up. You can just feel how much they care by reading through the document. Krave Beauty goes above and beyond, sourcing ingredients through sustainable practices, using eco-friendly packaging, and offering refillable options. For example, they source their oils from upcycled processes, such as rosehip, grapeseed, and plum oil! It’s clear they’re all in when it comes to making a real difference.
Read Krave Beauty’s 2023 Impact Report here.
and their sustainability page: https://kravebeauty.com/pages/sustainability
They’re B Corp Certified, Climate Neutral Certified, Plastic Neutral Certified, and PETA-certified vegan and cruelty-free- check, check, check, check. Oh, and their products are fragrance-free and essential oil-free. Would you like me to go on?
Now the fun part: I want to talk about their products and my honest review of them. In descending order, from my absolute favorite to my least.
Krave Beauty Product Review
#1 Matcha Hemp Hydrating Cleanser
Tried and true. I’ve tried other cleansers, but I always end up returning to this one. It just works. My skin loves it, it has this herbal-y scent, and leaves my skin feeling supple and hydrated afterward. It lathers a little, but not foamy—just perfect.
#2 Makeup Re-wined Jelly Oil Cleanser
Made with upcycled grapeseed oil, a byproduct of winemaking that would otherwise go to waste. This stuff melts off my waterproof mascara with ease. I also like using it to massage out blackheads by just working it into my skin for about five minutes. I use this first, then follow up with the Matcha Hemp Hydrating Cleanser for a double cleanse.
#3 Great Barrier Relief
The key ingredient in this serum is tamanu oil! Very soothing on the skin and restores your damaged skin barrier. I used it as a supplement to my moisturizer (because I have very dry skin) but it’s hydrating enough where you can just use it on its own. I rank it at third, only because the two products above are my absolute holy grails. I also feel like it’s not an absolute must-have in my skincare routine, since I already use other oils and serums that do a similar job.
#4 Beet the Sun SPF 40 PA +++
When this first launched, I was ecstatic. Finally, a sunscreen without the heavy, greasy feel or that dreaded white cast! Beet the Sun (previously The Beet Shield) applied like a serum, felt incredibly hydrating, and left a healthy, glowy finish. And the best part? No white cast! At the time, sunscreens like this were rare in the states, so it was a staple in my skincare routine. But then came the SPF scandal in 2020. Korean sunscreens were exposed for having inaccurate SPF testing procedures, meaning many weren’t providing the level of protection they claimed. As a result, several brands, including Krave Beauty, had to pull their sunscreens from the market. After some time and reformulation, Beet the Sun was relaunched. Leah and her team handled the situation with full transparency and professionalism, which made me trust the brand even more.
#5 Kale-Lalu-yAHA
A gentle chemical exfoliant you can use day and night! (As with any exfoliant, be sure to pair it with a good sunscreen during the day.) It’s lower on my list because I never gave it a fair shot. I don’t think I used it long enough to really see the benefits.
#6 Oat So Simple Water Cream
Last on my list, not because it’s bad, but because I have very dry skin, and this water-y formula isn’t compatible with my skin type. The whole point of a water cream is to be light weight, but I found that my skin requires a thicker, more occlusive moisturizer to keep me hydrated and supple all night long. But the application and skin feel is amazing! It’s cooling to the touch and doesn’t pill under makeup, which is still a W in my book.
Konclusion…
I have yet to try their Oil La La serum, which is packed with linoleic acids to help balance sebum production. They also recently launched a refillable(!) Plumptuous Lip Jelly in four shades, featuring upcycled plum oil, MaxiLip, and triolein for a plumping, hydrating effect.
Krave Beauty’s products and launches always feel intentional and unique, and these two are definitely interesting. But I’m in no hurry to try them—I’d rather finish what I currently have on rotation first. Their approach takes the pressure off of buying every new release. Waiting to purchase actually feels more in line with their values! So if you’re reading this, I encourage you to do the same. In a perfect world, we wouldn’t need new products or anticipate every launch, but the next best thing to do is to support brands that genuinely care about us and give back to the world. At the end of the day, each of us have the power and responsibility to shape the beauty industry with our choices…
One Matcha Hemp Hydrating Cleanser at a time 😁
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