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Liah Yoo

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Liah Yoo
Yoo in 2014
Born (1989-06-17) June 17, 1989 (age 36)
Seoul, South Korea
EducationEwha Womans University (BA, Spatial Design)
OccupationsEntrepreneur, YouTuber
Known forKraveBeauty
Websitekravebeauty.com

Liah Yoo (born June 17, 1989) is a South Korean entrepreneur and YouTuber who founded KraveBeauty, a skincare company based in the United States.[1] She is one of the earliest English-language creators of K-beauty content on YouTube, where her channel has accumulated more than 1.2 million subscribers.[2] KraveBeauty, which she launched in 2017 with $50,000 in personal savings, promotes a minimalist approach to skincare and became a Certified B Corporation in 2024.[3][4]

Early life and education

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Yoo was born on June 17, 1989, in Seoul, South Korea.[3] She attended Ewha Womans University, where she earned a bachelor's degree in spatial design in 2013.[3][5]

Career

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YouTube

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Yoo began posting skincare content to YouTube in 2011 under the channel name "Yellowy Cream," which she later rebranded under her own name.[2] Her videos focused on Korean beauty routines, product reviews, and skincare education presented in English, which attracted an international audience at a time when few English-language K-beauty channels existed.[2] By 2016, Teen Vogue named her one of "15 Beauty YouTubers to Watch," and she appeared as a panelist on the Korean beauty television program Get It Beauty.[1] As of 2026, her channel has more than 1.2 million subscribers and over 90 million cumulative views.[2]

AmorePacific and consulting

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From 2013 to 2015, Yoo worked in e-commerce strategy at AmorePacific, South Korea's largest beauty conglomerate.[3] She also provided social media and content marketing consulting for clients including L'Oréal Asia Pacific, L'Occitane Korea, and Pinterest.[6] During this period, her YouTube channel grew to approximately 120,000 subscribers, and she left AmorePacific in 2015 to pursue content creation full-time.[2]

KraveBeauty

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Yoo founded KraveBeauty in 2017, investing $50,000 of her own savings without outside funding.[1][3] The company remains entirely bootstrapped.[3] It launched in December 2017 with the Matcha Hemp Hydrating Cleanser as its first product.[1] KraveBeauty promotes what Yoo describes as "slow skincare," deliberately maintaining a capsule lineup of approximately nine products and releasing roughly one new product per year.[7] The company went two years between 2020 and 2022 without introducing any new products, yet sales grew 250 percent year-over-year in 2020.[8] Its best-known product, Great Barrier Relief, is a serum designed to support the skin barrier.[2]

The company is structured as a Public Benefit LLC.[3] In 2024, KraveBeauty received B Corporation certification with a score of 81.6.[4] The company expanded internationally in 2024, entering Sephora Southeast Asia across 39 stores in Malaysia, Thailand, and Singapore, as well as the UK retailer Cult Beauty.[9] In January 2025, KraveBeauty launched the Plumptuous Lip Jelly, which the company described as the world's first refillable lip oil, featuring a reusable metal applicator that eliminates 76 percent of plastic in future purchases.[10]

Press Reset Ventures

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In February 2022, Yoo launched Press Reset Ventures, a $1 million venture fund financed from KraveBeauty's profits, dedicated to investing in sustainable beauty brands.[11]

Advocacy and sustainability

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Yoo has been a prominent advocate for reducing overconsumption in the skincare industry. She has given a TEDx talk titled "The best way to solve the climate crisis—for brands and for consumers" at TEDxPCC.[6]

In 2020, KraveBeauty launched its "Slow Down Skincare" initiative, committing to not launching any new products for an entire year while reassessing its portfolio.[8] In 2022, the company launched the #PressReset campaign, encouraging consumers to simplify their skincare routines.[7] That same year, the Waste Me Not initiative repurposed approximately $1.5 million worth of unsaleable product waste by reformulating rejected product bulk into a limited-edition body wash sold at cost.[12] In 2023, KraveBeauty established the Anti-Consumer Consumer Grant, a $15,000 annual award for content creators focused on sustainability.[13]

KraveBeauty has partnered with Women's Earth Alliance to establish an ethical supply chain for tamanu oil sourced from Indonesia, helping women tamanu farmers achieve a more than 50 percent increase in income.[13][14] The company has donated more than $586,000 to causes supporting underrepresented communities over five years.[15] The company holds Climate Neutral certification, is Plastic Neutral certified, and is a member of 1% for the Planet and the Climate Pledge.[16][3]

Speaking engagements

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Yoo has spoken at TEDxPCC, YouTube Beauty Fest (twice), and the WWD Diversity Forum, where she discussed challenges and opportunities as a founder of color.[6][17] In 2025, she spoke at Delivering Good's Women of Impact Summit at the Fashion Institute of Technology in New York City.[18]

Recognition

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References

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  1. ^ a b c d e Tschorn, Adam (2017). "Influence Peddler: Vlogger Liah Yoo to Launch Skin Care Brand Krave". Women's Wear Daily. Retrieved February 18, 2026.
  2. ^ a b c d e f "How Liah Yoo built Krave from influencer brand to indie standout". Glossy. 2022. Retrieved February 18, 2026.
  3. ^ a b c d e f g h "KraveBeauty founder Liah Yoo on slow beauty and building with purpose". Tatler Asia. Retrieved February 18, 2026.
  4. ^ a b "Krave Beauty LLC". B Lab. Retrieved February 18, 2026.
  5. ^ "KraveBeauty founder Liah Yoo on her skincare philosophy". ELLE Singapore. Retrieved February 18, 2026.
  6. ^ a b c d e "Liah Yoo". Fairchild Media Group. Retrieved February 18, 2026.
  7. ^ a b "KraveBeauty Launches Initiative to Slow Down Skincare". Women's Wear Daily. 2022. Retrieved February 18, 2026.
  8. ^ a b "KraveBeauty Is Challenging The Beauty Industry's Take On Hyperconsumerism". Beauty Independent. Retrieved February 18, 2026.
  9. ^ "Krave Beauty's Liah Yoo on Sephora Southeast Asia Launch". Women's Wear Daily. 2024. Retrieved February 18, 2026.
  10. ^ "Krave Beauty: Lack of effective sustainable options drives brand to design own refillable lip oil". CosmeticsDesign-Asia. March 24, 2025. Retrieved February 18, 2026.
  11. ^ "KraveBeauty Founder Liah Yoo's New Venture Fund to Change Beauty Investing". Beauty Independent. February 2022. Retrieved February 18, 2026.
  12. ^ "How this skincare company turned a manufacturing mistake into a brand-new body wash". Fast Company. 2022. Retrieved February 18, 2026.
  13. ^ a b "K-beauty darling KraveBeauty's Liah Yoo on building an ethical supply chain". Glossy. 2025. Retrieved February 18, 2026.
  14. ^ "KraveBeauty Takes a Stand Against Unsustainable Beauty Ingredient Sourcing" (Press release). PR Newswire. 2023. Retrieved February 18, 2026.
  15. ^ "KraveBeauty Releases First Impact Report" (Press release). PR Newswire. February 2023. Retrieved February 18, 2026.
  16. ^ "KraveBeauty aims to undo damage of excessive skin care". CosmeticsDesign-Asia. May 3, 2024. Retrieved February 18, 2026.
  17. ^ "Beauty Brand Founders Talk Growth Without Racial Labels". Women's Wear Daily. 2022. Retrieved February 18, 2026.
  18. ^ "Liah Yoo". Delivering Good. Retrieved February 18, 2026.
  19. ^ "KraveBeauty". Worth Magazine. Retrieved February 18, 2026.
  20. ^ "Sustainability: Innovation by Design 2023". Fast Company. 2023. Retrieved February 18, 2026.
  21. ^ "Beauty Independent Reveals 2023 Beacon Awards Winners". Beauty Independent. 2023. Retrieved February 18, 2026.
  22. ^ "KraveBeauty's Liah Yoo is the beauty founder we need now". Very Good Light. December 28, 2020. Retrieved February 18, 2026.
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