Krave Beauty isn’t your average K-Beauty brand.
“[Our mission] resonates with a lot of people who are really tired of the beauty industry's narrative of ‘more is more,’” CEO and co-founder Liah Yoo told Glossy. 
After getting her start working for Amorepacific in Seoul, South Korea, Yoo joined YouTube to share her own skin challenges. “I was documenting my acne skin struggles in my mid 20s, and I literally tried everything,” she said. “Nothing worked until I pressed reset and simplified my routine, going from a 14-step skin-care routine to a super minimal three-step skin-care routine [with] super gentle, minimal, hydrating ingredients.” In today’s episode, Yoo walks us through the process of sourcing tamanu oil, a main ingredient in Krave’s best-selling $28 Great Barrier Relief Serum. But first, Lexy Lebsack is joined by senior reporter Emily Jensen to discuss the news of the week. This includes Rare Beauty’s foray into fragrance with Rare Eau de Parfum, a $75 fragrance created with famous nose Jerome Epinette. It launches at Sephora on August 7. Lebsack and Jensen also discuss a lineup of new C-suite appointments, including new execs at Herbivore and Saltair. Finally, they discuss <a href="https://www.glossy.co/beauty/led-by-pro-hair-care-sales-loreal-group-reported-1-6-sales-growth-during-the-first-half-of-the-year/">L’Oréal’s latest earnings</a> and a shift happening within the in-office injectable marketplace.

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Rare Beauty's fragrance, C-suite hires, L'Oréal earnings — and K-beauty brand Krave Beauty’s Liah Yoo

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