KraveBeauty, a cult skincare brand renowned for challenging industry norms, made its highly anticipated debut at Sephora Malaysia on April 18th! With a mission to humanise the beauty industry and promote sustainability and equity, KraveBeauty encourages consumers to #PressReset on overwhelming trends and embrace a skincare approach that listens to their skin’s cravings.
During the official launch event in Kuala Lumpur last week, we had the pleasure of meeting the founder of KraveBeauty, Liah Yoo, along with her dedicated team members, Brian and Jessica, who flew all the way from New York to join the celebration. Engaging in a casual chat, we learned more about the brand and their products.
Brian, the marketing manager, emphasised KraveBeauty’s positioning as a global skincare brand rather than solely a Korean skincare brand. While the products are manufactured in Korea, the ingredients are sourced globally, reflecting the brand’s commitment to quality and diversity. Liah herself leads the formulation process, ensuring that each product meets her exacting standards.
Liah was born in Korea but moved to New York City after completing grad school. Before launching KraveBeauty, Liah gained recognition through her YouTube channel, where she shared skincare tips, product reviews, and her journey to achieving healthy skin. She founded KraveBeauty in 2017, quickly gained popularity for its minimalist philosophy, focusing on simple yet effective skincare solutions. At the meet-up, Liah revealed her connection to Malaysia, proudly sharing that she’s the daughter-in-law of Malaysia, thanks to her husband’s roots in Ipoh.
The launch at Sephora marks a significant milestone for KraveBeauty, as it represents their first venture into brick-and-mortar retail. Liah expressed her excitement about this achievement and eagerly anticipated visiting Sephora stores to witness the brand’s presence firsthand. In addition to Malaysia, KraveBeauty’s products are now available at Sephora outlets in Singapore, Thailand, Indonesia, the Philippines, and Hong Kong, further expanding their global reach.
Among the six signature products introduced at Sephora Malaysia are KraveBeauty’s best-sellers:
Great Barrier Relief (100ml for RM264; 45ml for RM145):
a soothing serum designed to repair and strengthen the skin’s natural barrier;
Matcha Hemp Hydrating Cleanser (120ml for RM83):
a gentle cleanser infused with antioxidant-rich matcha and hemp seed oil;
Makeup Re-Moved Transforming Jelly Oil Cleanser (100ml for RM130):
a transformative cleanser that effortlessly removes makeup and impurities;
Oil La La (45ml for RM145):
a lightweight facial oil enriched with nourishing oils to replenish and hydrate the skin;
Kale-Lalu-YAHA (200ml for RM130):
a gentle exfoliating toner powered by AHAs to reveal smoother, brighter skin; and
Oat So Simple Water Cream (80ml for RM145):
a minimalist moisturizer formulated with soothing oats for sensitive skin.
Excitingly, Liah revealed that KraveBeauty will be introducing their sunscreen to Malaysia in the second half of the year, offering more options for sun protection.
KraveBeauty’s range is now available both in-store and online at Sephora, inviting beauty enthusiasts to experience their innovative and skin-friendly products firsthand.
Read also: Sephora Malaysia Welcomes Five Cruelty-Free Powerhouse Brands on April 18th!
