Founded in 2017 by Youtuber Liah Yoo, the skincare brand Krave Beauty aims to bring minimalism back to beauty. In an industry filled with overconsumption and overproduction, the brand has sought out to help “#PressReset” to consumers’ beauty routines with a brand philosophy that focuses on replacing complicated and overwhelming routines with simple yet effective products.
Since its launch, Krave Beauty has maintained its philosophy of only releasing intentional products. So far, the brand has released two sets: the “Core Series,” and the “Supplemental Series,” adding up to seven products in total. EnVi takes a deep dive into the brand’s “Core Series,” which includes a water-based gel cleanser, a moisturizer, and a newly reformulated sunscreen.
Matcha Hemp Hydrating Cleanser
Krave Beauty’s Core Series starts off with a simple water-based gel cleanser. The Matcha Hemp Hydrating Cleanser emphasizes its hydrating nature that won’t strip the skin of its natural oils. Infused with ingredients such as matcha, hemp seed oil, and sodium PCA, the skin is left feeling nourished and clean without feeling tight or dry.
The matcha appears as one of the first ingredients in the form of camellia sinensis leaf water (green tea) and reappears farther down the ingredient list in powder and extract form, providing exceptional antioxidant and anti-inflammatory benefits to the cleanser. Cannabis sativa seed oil, also known as hemp seed oil, is another key ingredient that provides the cleanser with fatty acids like Omega-3 and Omega-6. These combined compounds work together to moisturize the skin and provide rich antioxidants. Lastly, sodium PCA acts as a humectant in the cleanser. Humectants help trap water in the skin, providing hydration and barrier-protective properties during the cleansing process.
With such hydrating ingredients, this cleanser will work for all skin types as a daily first cleanse, especially for people with sensitive skin.
Oat So Simple Water Cream
Squalane is the most moisturizing ingredient on the list and acts as the cream’s emollient. Not only will the squalane moisturize the skin, but it helps lock in moisture. Trehalose, a plant-based disaccharide sugar, that binds water into the skin, helping to retain moisture. Additionally, this ingredient has been shown to have cytoprotective properties that protect your skin from factors like UV radiation and smoke. The final ingredient to note is oats, formulated into the cream through Avena sativa meal extract. Oats are most notably known for their calming abilities to reduce skin irritation and inflammation.
For those with sensitive, acne-prone, and/or oily skin, the Oat So Simple Water Cream is a great lightweight option. Those with drier skin should pair this moisturizer with a thicker serum or an additional moisturizer.
Beet the Sun
In April 2021, Krave Beauty was swept up in an SPF manufacturing controversy alongside other Korean skincare brands where it was revealed that many sunscreens did not live up to their supposed SPF and PA ratings. Beet the Sun, known initially as “Beet the Shield,” was one of many sunscreens that failed to meet their SPF rating claim.
Over a year later, Krave made its comeback into the SPF game on February 23 with Beet the Sun, now reformulated and with a 63-page SPF report verifying its rating of 40 PA+++. The “40” refers to the sunscreen’s SPF rating which determines how much protection a person gets from Ultraviolet B (UVB) rays, that are related to sunburns and potentially, skin cancer. The American Academy of Dermatology recommends any sunscreen with at least an SPF rating of 30. Therefore, Beet the Sun’s rating of 40 provides adequate protection for most users from the sun’s harsh UVB rays. The “PA+++” determines the protection from Ultraviolet A (UVA) rays, that are related to long-term skin damage such as wrinkles. The PA scale ranges from PA+ to PA++++ and with Beet the Sun standing at PA+++, its UVA protection is quite high.
It’s a chemical sunscreen that utilizes four UV actives: homosalate (10%), octisalate (5%), avobenzone (3%), and octocrylene (3%). Homosalate and octisalate protect the skin from UVB rays while avobenzone and octocrylene protect from UVB and UVA rays. Additionally, these UV actives won’t leave a white cast on the skin, making the sunscreen a viable option for all skin tones.
Other key ingredients in the sunscreen include propanediol, beetroot extract (beta vulgaris root extract), hyaluronic acid, and vitamin E (tocopheryl acetate).
Propanediol is an all-around ingredient that works as a solvent, humectant, and emollient. As a solvent, it works with the other active ingredients to improve the product’s efficacy. As a humectant and emollient, it helps hydrate and protects the skin. Propanediol is the second ingredient listed, making its potency high. Further down the list is beetroot extract that provides anti-inflammatory and antioxidant benefits similar to Vitamin C. Hyaluronic acid is another humectant that makes an appearance; the molecule helps the skin bind and retain water to maintain moisture and boost hydration. Finally, vitamin E appears as tocopheryl acetate, helping the skin with barrier repair. Also, studies have shown that vitamin E works well in sunscreen to provide additional photoprotective properties.
Beet the Sun contains many skin-boosting ingredients in addition to the four chemical UV actives, making the sunscreen a good option for most skin types and tones.
Krave Beauty’s Core Series proves that there isn’t any need for an extensive and complicated skincare routine. While Krave Beauty has additional products like an oil-based cleanser or a barrier-repairing serum, these are considered “supplemental boosts” for the skin and can be found in the brand’s Supplemental Series.
Krave Beauty continues to promote minimalism in a culture filled with consumerism and overconsumption. Krave Beauty is also championing sustainability, emphasizing that “excess skincare isn’t just a problem for people, it’s also a problem for our planet.” The brand is promoting sustainable beauty through sustainable packaging, partnering with the Great Barrier Reef Foundation and Women’s Earth Alliance for philanthropy, and working towards Climate Neutral and Plastic Neutral certifications.
In an endless sea of beauty brands, Krave Beauty stands out for its simplicity and dedication to not only their customers but the planet as well.
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