KraveBeauty's Liah Yoo on Her Public Journey with Skincare
"It's not just about covering imperfections with makeup, but rather about working with your skin, not against it."
If you constantly catch up on beauty content on YouTube, you would probably be familiar with beauty entrepreneur and content creator Liah Yoo. With over 1.2 million followers on the platform, Yoo has built a reputation as one of beauty’s top influencers, being one of the first to delve into the world of K-beauty before its widespread popularisation.
A trailblazer in her own right, Yoo’s open nature and honest opinions of the products, which worked and did not for her then acne- prone skin, brought her a community of like-minded individuals, who were suffering from the same problems and needed solutions fast. This prompted her to start her skincare brand, KraveBeauty, which promotes the simplification of skincare.
KraveBeauty was in fact somewhat of an accidental creation. “KraveBeauty wasn't part of the original plan,” says Yoo. “It sprung up organically from my daily interactions with my YouTube community. As we talked about skincare struggles, a clear pattern emerged: information overload and analysis paralysis. People were overwhelmed by the sheer number of products and conflicting advice, making it impossible to build a simple, effective skincare routine.”
She adds: “It wasn't just a few people. I was hearing from hundreds and thousands of women with the same frustrations. They craved a solution that cut through the clutter and helped them focus on their skin's essential needs. That's what sparked the idea for KraveBeauty. I wanted to liberate people from the stress and confusion of endless options. I envisioned a brand that empowered them to listen to their skin's unique cravings and build a streamlined routine that truly worked.”
Here, Yoo talks about her journey with content creation, and her relationship with beauty.
You’re known as one of YouTube's OG beauty influencers. How did you get your start on the platform?
YouTube in the early 2010s was this wild, wide-open space for creators to just share their passions. And for me, that passion was K-beauty! I was living in South Korea at the time and obsessed with everything from their skincare routines to their makeup trends. K-pop was also starting to take off globally, and everyone was curious about the secret behind those flawless complexions.
Here's the thing: There wasn't a single YouTuber specifically diving into K-beauty back then, even though there was a huge demand for it. So, with a little boredom fuelling my creativity, I decided to jump in. It felt weird at first, broadcasting my hobby on the internet, but honestly, it was way more comfortable than explaining it to a few people in person!
Everything unfolded organically. I started reviewing all the K-beauty products I could get my hands on, and sharing my discoveries and experiences. It was just about sharing my genuine excitement for this whole world of beauty with anyone interested.
Was content creation something you always wanted to do full-time?
Honestly, that never even crossed my mind back then. YouTube wasn't this established platform for making a living, it was more about sharing passions. The idea that I could turn my love for K-beauty into something that could support me financially? That was completely unexpected.
Was there a moment when you thought you’d want to pursue something else?
Growing up, my passion was actually in interior design, and that's what I went to school for. If the whole K-beauty phenomenon hadn't taken off, I definitely would have pursued a career in that field.
How do you think your public journey with skincare on YouTube has impacted your relationship with beauty?
Since I was talking to a large audience and focusing on skincare rather than makeup, I felt a huge responsibility to ensure my content was accurate and wouldn't harm anyone's skin. This pushed me to become a lot more invested in researching the science behind skincare. I started spending a lot of time researching with the help of experts who could analyse scientific and medical journals. The deeper I went, the more I realised how amazing and resilient our skin naturally is.
Learning about the skin's natural functions made me question the narrative pushed by a lot of skincare companies. It seemed like the industry was constantly telling us our skin wasn't good enough and needed a constant barrage of products. This research led me to believe in a more minimalist approach — one that respects the skin barrier and prioritises "do no harm" over aggressive treatments.
YouTube transformed my understanding of beauty. It's not just about covering imperfections with makeup, but rather about working with your skin, not against it.
What has your journey with KraveBeauty been like?
The journey with KraveBeauty has been tumultuous, to say the least. As a creative person, I'm used to focusing on product development, but launching a brand forced me to learn a whole new side of the business, from navigating supply chains to marketing and customer service. It's been a huge stretch, but incredibly rewarding.
The best part is seeing KraveBeauty resonate with people around the world, from Singapore to right here in New York. It's amazing to know we're helping people heal their relationship with skincare and develop a deeper respect for their skin's natural health. And the feedback loop with our community is crucial. It helps us stay true to our mission of offering effective, minimalist routines that truly work.
What are some of the milestones in your career that you’re proudest of?
While I don't always celebrate them enough, a few career milestones truly stand out. Persevering through a tough initial year on YouTube, where I experimented with formats to find content that resonated with and helped people improve their skin after years of struggle, that was huge. Growing the channel to over a million subscribers felt like a validation of that impact. Witnessing that audience frustration with skincare complexity directly led to the creation of KraveBeauty, and now seeing it launch in Sephora Singapore and on a global scale? That's a surreal milestone that speaks volumes about our mission and team.
Is there anything you’re hoping to try with KraveBeauty or your platform that you haven’t done already?
We're committed to diving deeper into sustainable sourcing and exploring ways to utilise waste feedstock for topical ingredients. This means learning more about food and agricultural waste streams and how KraveBeauty can be a part of the solution. Imagine using fruit pits or vegetable scraps to create effective skincare ingredients. It's an exciting frontier that aligns perfectly with our mission of simplicity and environmental responsibility.
Do you have any advice for aspiring entrepreneurs who wish to make it big like you?
For any aspiring entrepreneur, my biggest piece of advice is to crystallise your North Star. This guiding principle, your core mission or vision, becomes a powerful filter for all your decisions. It helps you navigate competing priorities, distractions and the inevitable challenges that come with launching a business.
