Spend more than 5 seconds talking to me about skincare, and one of the first things you'll learn: KraveBeauty is one of my favorite brands! KraveBeauty was founded by influencer and skincare guru Liah Yoo, who felt that the beauty industry encourages people to inundate their skin with more than they actually need. KraveBeauty is all about simplifying your routine by giving it only what it "craves."