KraveBeauty Review: Why This Skincare Minimalist Believes Less Is More
Hey there, skincare lover! If you‘re anything like me, you‘ve probably spent countless hours (and dollars) trying out every new product and trend in pursuit of that perfect complexion. From 10-step K-beauty routines to multimasking and slugging, I‘ve done it all. But lately, I‘ve been craving a simpler approach to my skincare. That‘s why I was intrigued when I first heard about KraveBeauty.
Founded by former K-beauty YouTuber and AmorePacific alum Liah Yoo in 2017, KraveBeauty is on a mission to change the way we think about skincare. Instead of pushing an elaborate regimen of products, Liah encourages a "skincare diet"—using fewer but more effective products to allow skin to function at its best. As someone whose bathroom shelves were overflowing with half-used serums and creams, I was more than ready to put this philosophy to the test.
Over the past 2 months, I‘ve incorporated several KraveBeauty products into my routine. And spoiler alert: I‘m pretty impressed! Keep reading for my in-depth review of the brand, what sets it apart from other K-beauty lines, and why I think those with sensitive or easily overwhelmed skin will love it.
What Makes KraveBeauty Different?
You can‘t talk about KraveBeauty without talking about its founder, Liah Yoo. As a former employee of Korean skincare giant AmorePacific (the company behind brands like Laneige, Sulwhasoo, and Innisfree), Liah has a deep knowledge of the beauty industry. She started her YouTube channel in 2014 to share her insider tips and tricks with a wider audience.
But as Liah explained in a 2021 interview with Allure, she started to feel disillusioned with the mainstream skincare industry and the message it was sending. "I didn‘t feel comfortable promoting a 15-step routine because I knew that more products don‘t necessarily lead to better skin," she said. "There‘s so much misinformation out there, and I wanted to help people make more intentional choices about what they put on their faces."
This realization inspired Liah to create KraveBeauty, a line of essential skincare basics formulated with proven, skin-friendly ingredients. Unlike many K-beauty brands known for their fun packaging and trendy ingredients, KraveBeauty takes a science-backed approach. You won‘t find any fragrances, essential oils, or other potential irritants in the line. Instead, star ingredients include tried-and-true workhorses like ceramides, hyaluronic acid, niacinamide, and squalane.
The brand is also unique in its focus on sustainability and reducing waste. The packaging is simple and functional, with most products housed in understated white tubes or bottles. There‘s also an emphasis on multitasking formulas to help consumers streamline their routines. For example, the Oat So Simple Water Cream can function as a lightweight moisturizer for oily skin or a hydrating serum for drier types.
While this minimalist approach may not appeal to skincare maximalists who love an elaborate routine, it‘s a breath of fresh air for those of us with sensitive, reactive skin or who simply want to cut through the noise and focus on what really works.
Testing Out the KraveBeauty Essentials
Intrigued by the brand‘s "skincare diet" philosophy, I decided to put some of the core KraveBeauty products to the test. Here are my honest thoughts:
Matcha Hemp Hydrating Cleanser
Price: $16
Key Ingredients: Matcha, hemp seed oil, vitamin B5
This is hands down one of the most gentle cleansers I‘ve ever used. The jelly texture transforms into a silky lather that effectively removes dirt and light makeup without stripping my skin. I love that it‘s pH balanced (around 5.5) to avoid disrupting the skin barrier. The matcha and hemp seed oil add a subtle green tint and earthy scent that makes it feel spa-like to use. After rinsing, my skin feels clean, soft, and not at all tight or dry.
Rating: 5/5
Kale-Lalu-yAHA Exfoliator
Price: $25
Key Ingredients: Glycolic acid, kale extract, hyaluronic acid
As an exfoliation junkie, I couldn‘t wait to try this much-hyped product. It‘s an interesting hybrid between a toner and an exfoliant, with a 5.25% concentration of glycolic acid balanced out by soothing ingredients like aloe, kale, and hyaluronic acid. The instructions recommend using it 2-3 times per week, which I found to be just the right amount to keep my skin smooth without causing any irritation.
I love the no-nonsense dispensing method—just saturate a cotton round and swipe all over. The product does tingle upon application, but never to the point of burning like some AHA toners I‘ve tried. I did experience some slight purging (a common side effect of exfoliating acids) during the first week of use, but nothing major. After 3 weeks, I noticed a real difference in the texture and clarity of my skin. This one‘s a keeper!
Rating: 4.5/5
Great Barrier Relief Serum
Price: $28
Key Ingredients: Ceramides, safflower oil, tamanu oil, rosehip oil
The minute I started incorporating this face oil-serum hybrid into my routine day and night, I understood the hype. With a focus on repairing and maintaining a healthy skin barrier, it features skin-native ingredients like ceramides and cholesterol. Tamanu oil is also a star ingredient, an ancient Polynesian remedy known for its wound-healing and antimicrobial properties.
I‘m normally wary of facial oils for fear of them breaking me out, but I experienced no issues with this one. It has a relatively thin consistency that sinks in quickly and wears beautifully both over and under moisturizer. With continued use, I noticed my skin felt more resilient, less reactive, and took on a healthy glow. If you struggle with sensitivity, dehydration, or topical irritation from actives, this may just become your new holy grail product.
Rating: 5/5
Oat So Simple Water Cream
Price: $28
Key Ingredients: Oat extract, squalane, niacinamide
Given my skin‘s fondness for CeraVe‘s cult-favorite PM Lotion, I had a feeling this gel-cream moisturizer and I would get along swimmingly. Like the rest of the KraveBeauty products, it keeps things basic—in a good way. With an intentionally short ingredients list focused on hydrating and calming skin, it gets the job done without any fuss.
I found the texture to be ideal for my normal-to-dry skin in the summer months, and perfect for layering under a thicker cream during colder weather. It absorbed quickly, leaving my skin moisturized without looking greasy. If you have extremely parched or mature skin, you‘ll likely need something richer. But for everyone else, this is a solid lightweight moisturizer that would fit seamlessly into most routines.
Rating: 4/5
How Does KraveBeauty Compare to Other K-Beauty Brands?
To better illustrate what sets KraveBeauty apart in the K-beauty space, let‘s compare it to another popular Korean skincare brand: COSRX.
| KraveBeauty | COSRX | |
|---|---|---|
| Philosophy | "Skincare diet," using fewer but more effective products | "Ingredients first," focus on natural and gentle formulations |
| No. of products | 5 core products | Extensive range of cleansers, toners, serums, masks, and more |
| Key ingredients | Matcha, kale, hemp seed oil, tamanu oil, ceramides | Snail mucin, propolis, centella asiatica, tea tree oil |
| Packaging | Minimal and functional | Fun and colorful |
| Price point | $16-$28 | $10-$30 |
| Cruelty-free/vegan? | Yes | Cruelty-free but not vegan |
As you can see, while both brands prioritize gentle ingredients and are at a similar price point, they cater to different consumer preferences. Those who enjoy discovering the latest trending ingredients and experimenting with an extensive routine may prefer COSRX‘s wide range of products. But those who want a "just the essentials" routine using proven ingredients will likely appreciate KraveBeauty‘s curated selection.
Another key difference to note is that COSRX uses animal-derived ingredients like snail secretion filtrate and bee propolis in many of its products, so it may not be suitable for vegans. KraveBeauty‘s products are vegan as well as cruelty-free.
Ultimately, both are solid K-beauty brands, but KraveBeauty fills a unique niche for those seeking an alternative to the traditional multi-step routine.
What Customers Are Saying
Of course, you don‘t have to just take my word for it. Here are some rave reviews from real KraveBeauty customers:
"I have very oily, acne-prone skin, so I was nervous to try the Great Barrier Relief at first. But I am so glad I did! Not only does it not break me out, it actually seems to help calm and prevent breakouts. My skin is less oily throughout the day and looks so much healthier overall. I will never be without this product!" – Jenna L.
"The Matcha Hemp Hydrating Cleanser is my holy grail. I have tried so many cleansers over the years, and this is the first one that doesn‘t make my skin feel tight or dry after using. It smells amazing and leaves my skin so soft. Love that it‘s in a tube for easy travel too!" – Miki N.
"I was intrigued by the short ingredient list of the Oat So Simple Cream, and it really does keep things simple in the best way. It‘s a great lightweight moisturizer for my oily, sensitive skin. Layers great under sunscreen. Will repurchase!" – Carlos G.
Not everyone will have the same positive experience with these products as I and many others have. But judging from the overwhelming amount of 5-star reviews on the brand‘s website, it‘s safe to say KraveBeauty is delivering on its promise of simple yet effective skincare for a wide variety of people.
Is KraveBeauty Worth the Hype?
To summarize my thoughts after trying out the core KraveBeauty products for several weeks: yes, I think this brand is absolutely worth checking out, especially if you have sensitive or picky skin.
I love that the products are formulated with proven, skin-friendly ingredients without any unnecessary additives. The formulas are elegant and a joy to use, and I appreciate the brand‘s less-is-more approach. In my experience, using fewer products with a focus on protecting and nourishing my skin barrier has made a noticeable difference in the health of my skin.
That said, the line is quite minimal with just the basics, so those who enjoy a more robust routine may need to look elsewhere or supplement with other products. And while I don‘t find the prices to be unreasonable given the quality of the formulas, they‘re certainly not the cheapest option out there.
Overall, I would recommend KraveBeauty to anyone looking to simplify their skincare routine, address skin sensitivity, or level up their basics. The Matcha Hemp Cleanser, Kale-Lalu-yAHA, and Great Barrier Relief in particular are standout products I‘ll continue to repurchase.
I hope you found this review helpful, and I‘d love to hear about your experience if you decide to give this brand a try! Feel free to leave a comment and let me know your thoughts. Until next time, happy skincare experimenting!
