Krave Beauty Benefits

The Matcha Hemp Hydrating Cleanser is formulated to lift impurities without stripping skin of its essential oils. It also contains kale, hemp seed oil, and vitamin B5 to help improve hydration levels.

Liah Yoo founded Krave Beauty to promote minimalism in a skincare world full of excess. She believes that a simple routine is better for both skin and the environment. Krave Beauty is committed to sustainability and works towards Climate Neutral and Plastic Free certifications.


Founded by Liah Yoo, a beauty influencer with nearly 1.2 million subscribers on YouTube, Krave Beauty is based in New York City. Yoo started the company in 2017 with the mission of fighting a conventional skincare routine that has trained people to apply more than their skin needs.

The brand’s products are formulated with natural and gentle ingredients, including Tamanu oil, squalane, oat extract, and fermented oils. They are also cruelty-free and vegan. Their Great Barrier Relief serum is a body moisturiser that helps reset the skin barrier and calm skin sensitivities.

The Matcha Hemp Hydrating Cleanser contains 40% matcha and is formulated at a pH of 5.0-6.0, which is close to the skin’s normal pH level. It gently removes makeup and dirt from the face without drying out your skin. The cleanser also contains mild surfactants and hydrating ingredients, such as coconut-betaine, coco-glucoside, and decyl glucoside. To use, simply lather the cleanser onto wet skin and rinse with lukewarm water.


The Kravebeauty brand focuses on simple, basic skincare ingredients without fragrances, essential oils, colorants, and potentially-irritating animal byproducts. They use clean, non-toxic, plant-based products that work with skin’s natural “ecosystem.”

Beauty influencer Liah Yoo created Krave Beauty in 2023 to fight against conventional skincare routines that teach you to apply more than your skin needs. She encourages people to #PressReset and cut out all the excess product in their routine.

All of the Kravebeauty products are vegan, cruelty free, and made with naturally-derived, safe synthetics and nutrient-rich ingredients. The Matcha Hemp Hydrating Cleanser is a gentle cleanser that lifts away impurities and leaves the skin with healthy pH, hydration, and antioxidants. Its sister product, Great Barrier Relief body lotion, resets the skin’s barrier with tamanu oil and squalane.

The brand’s clean, yet playful identity system by Australia’s Universal Favourite communicates their no-BS ethos in a warm and inviting way. Their clean products are also affordable and come in a convenient sampler pack.


The brand offers a wide range of skincare products that are vegan-friendly and cruelty free. They are also formulated without fragrance, essential oil, and colorant. They use natural ingredients like kale, spinach, and oat, as well as safe synthetics, such as glycolic acid and niacinamide.

Founded in 2017 by Liah Yoo, Krave Beauty cuts through the skincare industry’s constant barrage of new products and steps to simplify beauty routines. Their clean, playful identity system translates their no-BS educational ethos into a welcoming and approachable tone. Its logomark, a handwritten scribble, flexes into multiple shapes and graphic uses to reinforce their message of “pressing reset.”

The brand has been on a mission to reduce product waste. Last year, they launched Waste Me Not, a campaign to draw attention to the hidden cost of the cosmetics industry’s waste. It features more than $1.5 million of repurposed product waste converted into their Matcha Hemp Hydrating Cleanser and body lotion Great Barrier Relief.

Customer Service

Krave Beauty is all about a less-is-more approach to skin care. Founder and k-beauty influencer Liah Yoo launched the brand after feeling overwhelmed by skincare products that focused on trends instead of skin solutions. In 2017 she released a viral YouTube video to call attention to the cosmetics industry’s waste, and the brand has since become climate neutral certified and plastic-neutral certified as well as a member of 1% for the Planet.

Customers love the line for its calming ingredients, minimalist packaging and a clean product that they say goes a long way. The Discovery Kit is a great way to experience the brand, and includes mini-size versions of the Matcha Hemp Hydrating Cleanser, Pestle & Mortar Renew Gel Cleanser and Oskia Renaissance Cleansing Gel as well as a reusable pouch and facial towel.