PRESS RESET

Sitting down with founder of Krave Beauty, Liah Yoo, she shares what it means to #PressReset, her innovative sustainability efforts and how it feels to finally be available in Malaysia.

- ALISHA AZUDDIN

Taking you back to 2011, Liah Yoo was a devoted content creator and YouTuber who quickly gained a dedicated following thanks to her honest, in-depth reviews and practical advice, demystifying skincare for her audience. Her content focused on understanding skin health and debunking common beauty myths, and Liah’s emphasis on simplicity and her mantra of “less is more” stood out in an industry often characterised by complex, multi-step routines.

Driven by the positive response from her audience and a desire to address their skincare concerns more directly, Liah transitioned into entrepreneurship. In 2017, she founded Krave Beauty, a brand that embodies her philosophy of prioritising skin health over aesthetic perfection. With Krave Beauty, Liah aimed to create products that simplify skincare routines and focus on the essentials, using gentle, effective ingredients.

Now, with Krave Beauty finally available in Malaysia, we had the opportunity to sit with Liah herself whilst she was visiting Kuala Lumpur to learn firsthand a bit more about her philosophy and what upcoming plans she has for Krave Beauty.

Where did your passion for beauty come from?

I think there's two different moments for me. The first one was me growing up in Korea and going to an all-girls university, so I was always surrounded by just women and girls obsessed with make-up. In front of my college, new brands would always open their flagship or test stores there—it was a very trendy area for beauty and there were a lot of new things popping up, so I think being exposed to that as well as the overall boom of K-pop got me very curious into trying more products to review on YouTube.