Liah Yoo is a beauty influencer, skincare expert and entrepreneur who built her audience through accessible, barrier-care-focused content on YouTube and Instagram. She went on to found KraveBeauty in 2017, a brand premised on simplicity, sustainability and listening to your skin. Yoo’s journey—from working at a major Korean beauty company to becoming a creator-founder of her own clean skincare line—illustrates the modern path from content to commerce in the creator economy.