This affordable brand will help you ‘press reset’ on your skin care routine

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With the constant wear and tear of experimenting with different skin care products and the natural stressors of everyday life, our skin can take quite the beating. With this in mind, it’s wise to press reset every once in a while, and this simple philosophy is the ethos for the small but powerful skin care brand Krave Beauty.

Founded by beauty influencer and YouTuber Liah Yoo, Krave Beauty is all about returning to the days “when skin care was a fun way to practice self-care… When skin care was simple.”

“We’re here to #PressReset on your skin care routine,” the brand’s website outlines.

Credit: Krave Beauty

Running with this motif of simplicity and renewal, the brand boasts a compact, five-product range, one for each designated stage of a standard skin care routine: cleanser, toner/exfoliant, serum/treatment, moisturizer and sunscreen.

Take a look at the full range of products that have received the stamp of approval from Gen Z and millennial skin care lovers, and even estheticians, below:


Shop: Krave Matcha Hemp Hydrating Cleanser, $16

Credit: Krave Beauty

With Krave’s Matcha Hemp Hydrating Cleanser serving as my personal go-to cleanser for over three years now, I can firmly attest that this product’s formula is unlike any other.

Made of matcha, hemp seed oil and vitamin B5, this cleanser is perfect for those who want a deep clean without compromising or stripping their skin’s moisture barrier — not to mention, it’s only $16!

Toner/Chemical Exfoliator

Shop: Krave Kale-Lalu-yAHA, $25

Credit: Krave Beauty

The next step in most people’s routines is usually toning and exfoliating.

While most estheticians recommend chemical exfoliants over physical — as the latter can cause micro-tears in the skin, creating wrinkles over time — these tend to be overpowering for some skin types and can cause varying levels of irritation.

Krave Beauty’s Kale-Lalu-yAHA — Get it? “AHA” as in alpha-hydroxy acids? — features energy-boosting ingredients and leafy greens like kale, spinach, parsley and sugar-cane-derived glycolic acid to promote slow cellular turnover. As with any exfoliator, this should only be used a few times a week.


Shop: Krave Great Barrier Relief, $28

Credit: Krave Beauty

Tying with the next product as Krave’s priciest item, this $28 “skin-soothing serum” is perfect for those moments when your skin is inflamed and needs a bit more love.

Ringing true to the brand’s mission, this nourishing formula “offers irritated skin a reset button” with its unique formulation of ingredients. It features skin-regenerative tamanu oil and plant-based safflower and rosehip seed oil, as well as ceramides and squalane to calm the skin down after its barrier has been compromised.

Sweetening the deal, with every Great Barrier Relief purchase, Krave donates a portion of the sales to help protect the Great Barrier Reef, which houses the world’s largest coral reef system.


Shop: Krave Oat So Simple Water Cream, $28

Credit: Krave Beauty

Introducing Krave Beauty’s latest release and the next step in your skin care sequence: moisturizer.

This cream’s function is in the name: “so simple.” The Oat So Simple Water Cream is a “no-frills” moisturizer with fewer than 10 ingredients. This makes it the perfect product to feed your skin without any worries of irritation.

Oat is the main ingredient in this product, which “invites your skin into a state of ZEN.”


Shop: Krave The Beet Shield SPF 50+ PA++++, $20

Credit: Krave Beauty

Last but never least on the roster is sunscreen. No matter the season, your complexion or age, SPF is a necessary component in your skin care routine, and this option from Krave Beauty is, in my opinion, the leader of the pack.

Many people’s love-hate relationship with sunscreen comes with the white or gray cast it leaves on most skin tones — especially for folks with deeper complexions. Krave’s Beet Shield has a liquidy texture that applies to the skin like a light moisturizer, leaving no white cast at all! And coming from someone with deeply melanated skin, that is a pretty big deal.

Formulated with beetroot extract, allantoin and vitamin C, The Beet Shield has “a lightweight, non-white cast leaving formula” that “fights against the free radicals so you don’t turn beet-red.”

What the professionals say about Krave Beauty

Skin care influencers and estheticians have been singing the brand’s praises for years. See how a few feel about its products:

Shop all of Krave Beauty’s products above!

If you enjoyed this story, check out these six fragrance-free moisturizers that don’t irritate my sensitive skin.

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