In a landscape of unverified trends, ‘instant fixes’, and overwhelming noise, KraveBeauty is hitting the reset button. It focusses on simplicity and science, solving specific problems rather than fixating on ineffective all-in-one solutions that have made the current landscape a difficult place to navigate – for skincare newbies and seasoned experts alike.
Spearheaded by skincare aficionado and YouTube OG Liah Yoo, KraveBeauty was built with a ‘less is best’ approach. In 2017, Liah had exhausted herself (and her skin) in her search to find miracle products to solve her complexion woes. Bombarded with brands, tips, and limitless anecdotes, the information overload made it clear that we’d been conditioned to care more about skin care than our skin itself.
Built by a team of real beauty consumers, the simple approach led to small, focussed collections of products, ensuring less steps, less wastefulness, and less impact on the planet. The partnership with Cult Beauty is a huge step in making ‘less is more’ the new norm, tackling common complexion concerns with ethicacy and without compromising (or replacing) our natural ecosystem. Leanne Finlayson, Senior Buyer at Cult Beauty commented:
“On a mission to slowdown skin care, cut through the noise and get you to put your skin needs first, KraveBeauty creates smart products that work with your skin, rather than against it. A curated assortment of uncomplicated basics to feed your microbiome, KraveBeauty puts people and planet at the forefront of all its decisions, making it the perfect partner for Cult Beauty”.
Here are some of the KraveBeauty must-haves to nourish your skin with what it craves:
Great Barrier Relief (£28)
A creamy, nourishing serum, this skin-saving formula calms signs of sensitivity caused by a damaged skin barrier. Enriched with a blend of conditioning oils, it visibly calms redness while rebalancing actives help to clear breakouts.
Oat So Simple Water Cream (£28)
A simple, lightweight moisturiser, this cream feels like a burst of calming hydration for dry skin. The light-as-water texture cools sensitive areas and oat extract protects against irritants to provide comforting relief to over-sensitized areas. Plus, the no-fluff formula has less than 10 ingredients and it’s versatile enough for any skin type or routine.
Matcha Hemp Hydrating Cleanser (£16)
A gentle jelly cleanser, this face wash removes dirt and grime while adding hydration to cleanse skin without stripping. It’s formulated with coconut-based surfactants, plus essential antioxidants to continue nourishing skin and supporting the skin barrier long after you’ve washed it off.
Makeup Re-Wined (£25)
Make cleansing fun and effortless with this one-of-a-kind jelly oil cleanser. Makeup Re-Wined gently takes off make up, sunscreen, and impurities using grapeseed oil, while sunflower seed oil and vitamin E combine to keep your complexion feeling hydrated.
KraveBeauty is available to purchase exclusively from Cult Beauty here.
