South Korea – Krave Beauty is a new South Korean beauty brand that counters the traditional 10-step K-Beauty routine with its stripped back approach. The functional beauty brand comprises a Core Series, made up of a hydrating cleanser with a sunscreen due to be released in spring, and a Supplement Series, which contains a skin resurfacing exfoliator.
‘A lot of young customers start to apply more and more [products on their face], causing more inflammation, chronic skin disease or never curing acne or redness,’ founder Liah Yoo said in an interview. As consumers become more aware of the irritation caused to skin by 21st-century irritants, beauty brands need to tailor their products accordingly, an idea examined in our Sensitised Living Market.