Pressing Reset with Liah Yoo

The founder of KraveBeauty gets into detail on why you should #PressReset, her journey from beauty influencer to skincare entrepreneur, and setting new standards for the industry to follow

- Phyll Wu

In case you haven’t heard, KraveBeauty has finally made its way into the Asian market, welcomed by global beauty retailer Sephora. The brainchild of none other than one of YouTube’s OG beauty gurus, Liah Yoo, the cult-favourite skincare brand has been consistently flourishing since its launch in 2017, all while swimming against the current of the beauty industry by leading the shift towards mindful skincare through simplicity.

We had the pleasure of sitting down with Liah Yoo for an enlightening tête-à-tête, diving into the mind behind the brand that has taken the skincare world by storm.

The philosophy behind #PressReset and KraveBeauty is all about how less is more, giving your skin only what it craves and avoiding unnecessary products. How did this philosophy come about? And why is it important for you to educate your audience on this mindset?

I think it was a tough time for people who had sensitive skin when K-beauty was all about the 10-step routine, and that includes people with eczema or acne-prone skin. Because they have a compromised skin barrier, it’s not resilient enough to accommodate so many layers of products. That was the exact audience I wanted to save from the beauty industry and all the mainstream trends. I wanted to let them know that they don’t need to apply millions of products in order to have certain results. In fact, it is the opposite.

The Malaysian weather can be unforgiving. What are your skincare tips for maintaining healthy skin in our tropical climate?