As an OG beauty YouTuber, Liah Yoo is a multi-hyphenate queen who has profoundly impacted the beauty industry. Initially gaining traction with her refreshing content on a YouTube channel boasting over 1.2 million subscribers, she defied conventional industry norms by launching KraveBeauty in 2017. This skincare brand aims to liberate people from the fast-fashion-like beauty industry. Earlier this year, KraveBeauty marked another milestone by debuting in Sephora stores across Southeast Asia, including Singapore. We sat down with Liah Yoo to delve into her journey as the founder of KraveBeauty, discuss the challenges she faced transitioning from content creation to entrepreneurship, and explore her personal skincare philosophy.

Interview with Liah Yoo, Founder of KraveBeauty 

Hi Liah Yoo, congratulations on KraveBeauty being launched in Sephora Singapore. How does it feel to finally reach your fans here?

Soooo good! At KraveBeauty, we’re excited about our very first brick-and-mortar launch, especially in Singapore and other Asian countries. We’ve always known that there was high demand from these regions so I’m personally excited to meet some of our brand community and fans. A good excuse to visit one of my favourite countries! 

You are known globally as the OG beauty influencer, what inspired you to start KraveBeauty after success with your YouTube platform?

The constant barrage of new products and conflicting information in the skincare industry was a major source of frustration for me, and I knew it wasn’t just me. Through my YouTube channel, I connected with countless people feeling overwhelmed and confused.  That’s where the inspiration for KraveBeauty struck.

My personal skincare philosophy has always been ‘less is more’ and prioritising gentle products that support your skin’s natural function. KraveBeauty entirely reflects this. We reject the “fast-fashion” model of skincare and focus on core essentials that form a streamlined “skincare wardrobe.” Our ingredients are like superfoods for your skin, promoting balance and restoring its ability to thrive on its own. We empower people to listen to their skin’s needs, not chase the latest trends.

When it comes to beauty, there are constantly evolving trends. KraveBeauty is known for championing mindful skincare by prioritising simplicity and sustainability with a focus on #PressReset. Was there a specific gap or need in the skincare industry that you aimed to address with KraveBeauty?

The skincare landscape at KraveBeauty’s inception was dominated by two trends that we felt were leading consumers astray. On one hand, the sheer volume of new product launches overwhelmed people, making it difficult to understand their skin’s true needs. This, coupled with the then-popular Korean 10-step routines, led to over-application and disrupted skin barriers. Secondly, the focus on highly potent actives often disregarded the importance of gentle formulas that support healthy skin function. Recognizing this, KraveBeauty was born out of a desire to address these issues. We champion the #PressReset movement, advocating for simpler routines, prioritising sustainability with fewer, effective products, and encouraging people to listen to what their skin truly needs. Our core essentials are designed to work together, not overwhelm, and respect the delicate balance of healthy skin.

We’re curious about what sparked your interest in beauty, and what was the moment of realisation that you wanted to be involved in the industry?

During my senior year of college, YouTube was a fun hobby, and my studies were geared towards a career in interior design or architecture. However, the explosion of interest in K-beauty and Korean skincare really piqued my curiosity. This new wave of innovative products and routines fascinated me, and I knew I wanted to be a part of it. That’s what sparked my application to AmorePacific, where I got my first taste of the beauty industry firsthand. It was an incredible learning experience that solidified my passion for this exciting and ever-evolving world.

Transitioning from content creation to founding KraveBeauty is quite a leap. What were some of the biggest challenges you faced in starting your own skincare brand, and how did you overcome them?

One of the biggest challenges was overcoming the initial scepticism I faced as an influencer, especially when trying to convince labs and suppliers to take a chance on a new brand. I had to quickly level up my knowledge of the industry and shift my approach. Instead of just being an influencer, I needed to become a businesswoman who could speak the language of business and navigate complex negotiations.

Another unexpected hurdle was the sheer amount of work involved in launching a brand. Unlike influencer lines that often rely heavily on operational agencies, I found myself wearing many hats – from product development to crafting website copy. It was a steep learning curve, but it also gave me an invaluable understanding of every aspect of the business.

As a founder, what does a typical day look like for you? How do you balance the various aspects of running a business with your personal life?

Running KraveBeauty has definitely been a journey in establishing work-life balance. After seven years, I’ve carved out a routine that works for me. Of course, being a founder means the business is never entirely off your mind, but I do make a conscious effort to disconnect on weekends.

Mornings are my golden hours for focused, strategic thinking. I block off this time on my calendar to tackle big-picture business priorities and utilise my sharpest cognitive function for deep work. This helps me stay laser-focused and avoid getting bogged down by reactive tasks throughout the day. While there will always be unexpected situations, this approach allows me to dedicate quality time to both KraveBeauty’s success and my personal life.

Your philosophy on skincare emphasises simplicity and listening to your skin. Can you elaborate on how this philosophy has influenced the brand and how it has evolved over time?

From the get-go, KraveBeauty has been built on the philosophy of “skincare, simplified.” We believe healthy skin thrives on listening to its unique needs, not a complicated routine overflowing with products. This core principle has permeated every aspect of our brand. We offer a curated selection of multi-tasking, gentle formulas – core essentials that address various concerns. Quality trumps quantity, ensuring each product delivers powerful results without overwhelming the skin. We champion the #PressReset movement, a mindful approach encouraging people to step back from the constant barrage of trends and reconnect with their skin’s natural rhythm. It’s about “less is more” and empowering individuals to build routines that respect their delicate skin balance. 

This philosophy has morphed into a commitment to Slow Down Skincare. The skincare industry has become a lot like fast fashion, bombarding consumers with an endless stream of new products and conflicting information. This constant pressure to keep up is overwhelming and frankly, unnecessary for healthy skin. KraveBeauty is proud to be a leader in the Slow Down Skincare movement, advocating for a more mindful approach.

Can you tell us about your personal skincare philosophy and how it has influenced the creation and direction of KraveBeauty?

Less is more! Especially for those with acne and sensitive skin which I had. We skip harsh actives and 10-step routines, offering gentle, effective essentials. We focus on quality ingredients that nourish your skin, not fight it. We champion #PressReset, helping you listen to your skin and build a simple, sustainable routine that respects its natural balance. KraveBeauty is my skincare journey evolving – shaped by you and the desire for healthy, beautiful skin through a mindful approach.

If you could only pick three products from KraveBeauty to use for the rest of your life, what would they be?

If I could only pick three products from KraveBeauty to use for the rest of my life, they would be the Matcha Heartleaf Hydrating Cleanser, Makeup Re-Wined, and Great Barrier Relief.

Looking back on your journey so far, what advice would you give to aspiring entrepreneurs or skincare enthusiasts who are looking to make a difference in the industry?

For aspiring entrepreneurs, especially in the beauty industry, my biggest piece of advice is to focus on a clear problem you’re solving, not just adding another voice to the noise. The skincare industry can be overwhelming, so identify a genuine user need or frustration and build your brand around addressing it.

Having a “north star” vision is also crucial. This is your guiding principle, your unwavering goal that helps you filter out distractions. The vision keeps you focused and ensures every decision you make aligns with your core mission.

This interview has been edited for length and clarity.

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