Krave Beauty is a minimalist skincare brand founded in 2017 by Liah Yoo, a YouTuber and thought leader known for her honest approach to beauty and skin health. Created to challenge overconsumption in the skincare industry, Krave Beauty focuses on simplicity, sustainability, and barrier-friendly formulations. Its hero products — Matcha Hemp Hydrating Cleanser, Oat So Simple Water Cream, and Beet The Sun SPF — gained cult status for their clean formulas and transparent ingredient philosophy. Built as a mission-first business, Krave Beauty embodies the creator-led movement toward mindful consumerism, proving influence can drive both ethics and profitability.