Beauty trends come and go, but if there’s one set to return time and time again, it’s the philosophy that less is more. When skincare gets a little overwhelming, we often turn around and embrace a more pared-down beauty routine. One brand you’ll spot in our bathroom cabinets when this happens is none other than KraveBeauty.

To make skincare routines a lot less confusing, we often come back to KraveBeauty’s products, which were created to help us all understand skincare better. It even shows skincare enthusiasts that you can still achieve flawless skin with a simple three-step beauty routine.

Wanna learn more about the brand? Ahead, you’ll find the perfect opportunity to get acquainted with it, as well as discover the key products in the range.

How did KraveBeauty begin?

kravebeauty products

Credit: @kravebeauty on Instagram

Founded in 2017, KraveBeauty was created by YouTuber Liah Yoo and a team of people who were overwhelmed by all the ingredients, steps, and complicated treatments that come with skincare.

According to Liah, the issue with the beauty industry is that many brands create trendy products to generate hype and sales, instead of putting out products that can actually improve our skin’s health.

Because of this, we often see wild claims and misinformation attached to products. In fact, we’ve been conditioned to buy and use more products than our skin actually needs, and this habit can end up damaging our skin in the long run.

This is why Liah set out to create a range of essential skincare products that allow you to #PressReset. Ever since the brand launched, KraveBeauty’s easy to use, stress-free self-care philosophy has taken the beauty industry by storm.

The brand has also split its products up into two categories: the Core Series and the Supplement Series. The former brings it back to the basics with a cleanser and moisturiser (they’re currently working on a new and improved version of their sunscreen!), while the latter addresses your skin’s concerns and cravings.

Get to know the founder

kravebeauty liah yoo

Credit: @liahyoo on Instagram

Liah Yoo, the founder and CEO of Krave Beauty Global, is one of the top beauty influencers who has amassed over one million YouTube subscribers.

She has helped hundreds of people achieve clearer and healthier skin by sharing her unconventional blemish-fighting skincare tips based on her own skincare journey with acne. Before starting her YouTube channel, Liah also worked at Korea’s largest beauty conglomerate, AmorePacific.

According to Liah, there are just too many products and trends that are taking away the joy of skincare. She even questioned herself, “When did something so simple become so complicated?” Hence, she created her beauty line, KraveBeauty, to encourage others to reset their skin by resetting their skincare routine.

Despite having her own skincare label, she also tries and reviews plenty of other skincare products across different brands. Plus, she’s a huge advocate of smaller, independent brands and frequently teams up with fellow Asian-founded brands for giveaways.

Where to buy KraveBeauty in Malaysia?

1. Threebs

kravebeauty threebs

Threebs has four of KraveBeauty products: the Matcha Hemp Hydrating Cleanser and Oat So Simple Water Cream from the brand’s Core Series; and the Great Barrier Relief and Kale-Lalu-yAHA from the Supplement Series.

In conjunction with Threebs’ soft launch, they are also offering free shipping for purchases over RM100 (West Malaysian addresses only)!

See Threebs’ selection of KraveBeauty products here.

2. The Pastels Shop

kravebeauty the pastels shop

The Pastels Shop carries all four of KraveBeauty’s products. If it’s your first time shopping there, you can use code ‘HELLO5’ to get RM5 store credit.

The e-tailer ships to West Malaysia at a flat rate of RM4.90 (orders under RM50), and it ships for free for all orders above RM50. They also ship to East Malaysia at a flat rate of RM10 (orders under RM150), and ships for free for all orders above RM150.

See The Pastels Shop selection of KraveBeauty products here.

3. Puff Studio

kravebeauty puff studio

At the moment, Puff Studio stocks two of KraveBeauty products – the Matcha Hemp Hydrating Cleanser and the Kale-Lalu-yAHA. You may use the code ‘FREESHIPPING’ with the purchase of any three items and above.

See Puff Studio’s selection of KraveBeauty products here.

The KraveBeauty products you’ll fall in love with

Currently, KraveBeauty has four products in its collection to streamline your routine and give it only what it needs and craves.

Here are the four KraveBeauty products to pamper your skin with:

Matcha Hemp Hydrating Cleanser (Core Series)

kravebeauty matcha hemp hydrating cleanser

This antioxidant-rich jelly cleanser from KraveBeauty is satisfying and effective, and it’ll leave your skin feeling clean but never dry and tight. The bouncy gel formula creates a silky lather on the skin that lifts away impurities and irritants accumulated during the day.

It uses coconut-based surfactants to gently break down oil and water-based impurities, so it cleanses the skin without stripping it of essential moisture. Nourishing matcha and free radical-fighting antioxidants replenish your skin’s moisture levels too.

On top of that, there’s vitamin B5, sodium PCA, and hemp seed oil to attract and trap hydration. Even better, the cleanser is formulated at a pH of 5 to 6, which is perfectly compatible with our skin’s natural pH.

It’s also made without artificial fragrances, colours, parabens, sulfates, animal products, alcohol, mineral oil, essential oils, and silicones – perfect for those with sensitive skin.

Matcha Hemp Hydrating Cleanser (120ml) retails for RM85.50 at The Pastels Shop, RM89 at Threebs, and RM105 at Puff Studio. These prices are accurate at the time of writing. 

Oat So Simple Water Cream (Core Series)

kravebeauty oss water cream

This lightweight moisturiser brings instant relief to irritated, sensitive skin. What’s most impressive about this product is that it’s formulated with only less than nine ingredients. And here’s a fun fact: the formulator behind this moisturiser is the same gentleman who created Laneige’s bestselling Water Sleeping Mask!

It’s made with simple ingredients to calm and hydrate the skin, such as oats, which soothe irritation and rebalance stressed skin. There’s also squalane to condition and moisturise your skin, sealing in hydration while trehalose also helps to bind water to the skin to lock it all in. It’s the perfect moisturiser for our humid weather.

Oat So Simple Water Cream (80ml) retails for RM149 at Threebs and RM132.20 at  The Pastels Shop. These prices are accurate at the time of writing. 

Great Barrier Relief (Supplement Series)

kravebeauty great barrier relief

The Great Barrier Relief is one of the brand’s most popular products to date. This creamy serum fights off environmental aggressors and evens out skin tone and texture. It also contains a blend of conditioning oils that fight irritation, discolouration, and breakouts caused by a damaged skin barrier.

The star ingredient in this formula is tamanu oil, which Liah was introduced to thanks to her aunt. This powerhouse plant oil helps soothe irritation, calm redness, and even lightens the look of scars with continued use.

On top of that, there are safflower and rosehip seed oils to provide essential fatty acids, which support the skin barrier and allow it to heal much faster. This trio of oils quenches both dry and oily skin without suffocating your skin with a layer of greasiness. You can even use this to calm any flare-ups on your neck, body, and hands too.

If that isn’t enough, the formula also contains niacinamide (one of our favourite ingredients here at Daily Vanity) to target dark spots and hyperpigmentation for brighter, even-toned skin. Ceramides, which are essential to skin health, help replenish the skin barrier’s building blocks.

Curious to know how the Great Barrier Relief is being made? Check out this video for an exclusive look behind the scenes.

*Do note that tamunu oil is derived from tamanu nuts. If you’re unsure whether you might be allergic to this ingredient, try performing a patch test on your wrist and/or neck for 24 hours first to see if it triggers an allergic reaction.

Great Barrier Relief (45ml) retails for RM149 at Threebs and RM153 at The Pastels Shop. These prices are accurate at the time of writing. 

Kale-Lalu-yAHA (Supplement Series)

kravebeauty kale lalu yaha

Powered by alpha hydroxy acids (AHAs, which explain the name of the product), this exfoliating toner buffs away dead skin cells and unclogs pores, so your skin can look its best.

As you sweep the Kale-Lalu-yAHA on your skin, the sugar cane-derived glycolic acid gently lifts dead skin cells and grime away for a smoother skin texture. Hyaluronic acid and aloe vera then work together to trap moisture for plumper, more even skin.

It’s also packed with antioxidant-rich leafy greens, such as kale, spinach, and parsley, to give your skin a boost of vitamins, namely A, B, C, E, and K. Use it daily if you have normal to dry skin, and twice a week if you have sensitive skin.

Kale-Lalu-yAHA (200ml) retails for RM121.50 at The Pastels Shop, RM139 at Threebs, and RM140 at Puff Studio. These prices are accurate at the time of writing.