Krave Beauty positions itself as a minimalist skincare brand built around simple, gentle formulas meant for everyday use. Its lineup features cleansers, moisturizers, serums, exfoliants, and lip care essentials.
Through its offerings, the brand claims to target common skincare concerns like sensitivity, dryness, breakouts, or barrier damage. It claims to support skin health without adding unnecessary steps or sensitizing ingredients.
In this review, we explore the brand’s core philosophy, ingredient transparency, range of offerings, and compatibility of offerings with diverse skincare needs. The review also discusses the associated advantages and potential limitations of the brand.
Krave Beauty focuses on a barrier-first approach that focuses on working with the skin rather than replacing its natural functions. The brand positions its formulations as gentle and supportive of the skin’s ecosystem, avoiding fragrance, colorants, dyes, and essential oils.
As part of its product range, some featured offerings from the brand include the Great Barrier Relief, Beet The Sun SPF 40 PA+++, Oil La La, and Oat So Simple Water Cream.
The brand also offers Makeup Re Wined, 24 Carrot Retinal, and Great Body Relief. Its catalog also extends to refill pouches, minis, jumbo formats, and bundled sets such as Barrier Renew and Barrier Rescue.
The manufacturers claim that the brand maintains PETA-certified cruelty-free and vegan positioning, with none of its offerings undergoing animal testing. The brand also publishes guidance on recycling and maintains a focus on reducing environmental impact across sourcing, production methods, and packaging efficiency.
Matcha Heartleaf Hydrating Cleanser might help cleanse the skin without disrupting its natural moisture barrier. The formula includes coconut-derived surfactants, which help create mild lathering while remaining gentle on the skin.
Matcha extract in the formula contains a high concentration of catechins, plant compounds known for their antioxidant activity. These catechins help lower reactive oxygen species generated by daily exposure to pollutants and UV stress, which may support smoother skin function and help limit the breakdown of surface lipids during cleansing.
The makers added heartleaf extract to the formula, which may soothe irritated skin by providing plant-derived polyphenols that could decrease inflammatory signaling pathways on the skin’s surface. These compounds may help calm visible redness and support a more balanced skin environment, especially when the skin is stressed or sensitized.
Matcha Heartleaf Hydrating Cleanser also contains 15% glycerin and added sodium PCA, two well-studied humectants. Glycerin binds water through hydrogen bonding and helps maintain hydration across the outer layers of the skin during and after cleansing.
Sodium PCA, a component of the skin’s natural moisturizing factor, assists in water retention by interacting with the skin’s corneocyte matrix. Oat kernel extract is also added to the formulation to supply beta-glucans, which may help reinforce skin hydration and reduce discomfort associated with skin dryness.
Great Barrier Relief serum may support a weakened or irritated skin barrier. The formulation may help reinforce the skin’s protective layers while calming visible redness and dryness. As per the official website, the product is non-comedogenic, compatible for use on sensitive skin, and free from essential oils and fragrances.
At the core of the formula is Tamanu oil 10%, which contains fatty acids such as calophyllolide and delta-tocotrienol. These compounds may help reduce surface discomfort by suppressing the release of inflammatory mediators that otherwise contribute to redness and skin irritation. Tamanu oil also provides occlusive and emollient benefits, supporting smoother barrier recovery by filling gaps between weakened lipid structures.
Niacinamide in the formula contributes to overall barrier strength through its involvement in ceramide synthesis pathways. It could support the production of sphingolipids within the stratum corneum, which may help increase moisture retention and improve the skin’s resilience to environmental stressors.
Ceramides are included to replace components naturally found in healthy skin barrier structures. These lipids form lamellar layers that regulate water movement.
Great Barrier Relief also features barrier-supporting ingredients such as squalane, oat kernel flour, and sodium hyaluronate. These may provide hydration and surface comfort by improving moisture binding and reducing dryness-related sensitivity.
Oil La La may support breakout-prone skin by helping balance sebum composition and maintaining hydration. The formula uses linoleic-acid-rich oils, barrier-supportive peptides, and plant-derived soothing compounds. Such ingredients could help reduce congestion, support a calmer skin environment, and maintain a healthy barrier without relying on drying or irritant actives.
The serum contains upcycled rosehip oil at 10%, which provides a high concentration of linoleic acid, beta-carotene, and vitamins A, C, and E. Linoleic acid plays a major role in supporting the structure of sebum. Rosehip oil's natural antioxidants might also decrease surface oxidation of sebum, a process linked to inflammation around breakouts.
Oil La La also features a mix of jojoba, sunflower, and grapeseed oils. Jojoba oil contains wax esters similar to those naturally found in sebum, allowing it to sit lightly on the skin while helping regulate moisture without blocking pores. Sunflower and grapeseed oils contribute omega-6 fatty acids, which could help maintain the flexibility of barrier lipids and minimize excessive water loss.
The makers further added purple gromwell root extract in the formula, which features active compounds like shikonin. Such compound s may influence keratinocyte turnover and support a more even skin surface during healing.
The formulation also includes a Cicatide complex, which contains five peptides along with madecassoside. Madecassoside and its related compounds (asiaticoside, asiatic acid, and madecassic acid) are believed to influence the activity of cytokines in the skin, which might help reduce visible irritation. The peptides may support the skin’s structural proteins by encouraging healthier cell communication during barrier recovery.
As per its official website, Beet The Sun SPF 40 PA +++ is formulated to provide skin protection against UV rays while maintaining a smooth, non-greasy finish. The formula contains antioxidants and humectants that may support hydration and potentially reduce oxidative stress caused by sunlight and environmental exposure.
The sunscreen uses a combination of homosalate (10%), octisalate (5%), avobenzone (3%), and octocrylene (3%) as its active UV filters. Homosalate absorbs lower-range UVB rays, while octisalate enhances UVB protection and supports the formula’s stability on the skin.
Avobenzone provides broad UVA coverage by absorbing long-wave radiation that otherwise contributes to aging and deeper skin damage. Octocrylene may help stabilize avobenzone and absorb both UVB and some short UVA wavelengths.
Beet The Sun SPF 40 also contains beetroot extract, which contributes antioxidant activity through betalains. Such compounds may help neutralize free radicals generated by sunlight and pollution, which might reduce the oxidative load on skin cells and support the skin’s natural repair processes.
The manufacturer further included vitamin E, which could interact with lipid radicals in the skin’s outer layer, slowing the breakdown of barrier lipids during sun exposure. Propanediol in the formulation may help minimize transepidermal water loss and provide a smoother spreadability to the formula.
Makeup Re-Wined may help dissolve oil-based impurities such as waterproof makeup, sunscreen residues, and sebum while maintaining barrier integrity and minimizing irritation.
The cleanser utilizes upcycled grapeseed oil as a primary functional component. This lightweight, non-comedogenic oil contains a high proportion of linoleic acid, enabling efficient dissolution of oil-soluble residues while supporting barrier lipids during cleansing.
Sunflower seed oil in the formula reinforces these effects through its own linoleic acid content and acts as a gentle solvent that supports comfortable cleansing without stripping essential lipids. These oils interact with your skin’s natural sebum to reduce viscosity and improve the removal of dense or oxidized material from the pores.
Vitamin E plays a supporting biochemical role by providing antioxidant activity during the cleansing process, helping to protect lipid components from peroxidation and conditioning the skin as impurities are lifted.
The interaction of linoleic acid–rich oils with the skin’s surface lipids is central to the cleanser’s mechanism. Linoleic acid integration can alter sebum texture, which may support pore maintenance and enhance compatibility with exfoliating acids when used in a broader routine.
Krave Beauty claims an inclusive beauty ethos by designing its formulas to work across many skin types, ages, and genders. The brand focuses on mild, barrier-supportive ingredients instead of aggressive actives, which allows those with dry, oily, combination, or sensitive skin to use the products with less risk of irritation. Such an approach supports the company’s message that its skincare can fit a wide range of users regardless of background or skin condition.
Several products highlight this inclusive design. The Matcha Heartleaf Hydrating Cleanser uses a low-pH, hydrating formula intended to cleanse gently and reduce the chance of dryness or tightness. Great Barrier Relief focuses on supporting the skin barrier and maintaining moisture, which may help calm visible irritation for many different skin types.
Oil La La serves as a lightweight moisturizing oil designed to add nourishment without feeling heavy, making it suitable for users who need hydration but prefer a balanced finish. Beet The Sun SPF 40 +++ is positioned as a daily sunscreen option that provides broad protection in a lightweight texture, offering a more universal fit for people who want sun care without a heavy or greasy feel.
The brand emphasizes formulas that avoid fragrances, dyes, and other additives that may disrupt the skin barrier or increase irritation risk. Krave Beauty also highlights that its products meet PETA-certified cruelty-free and vegan standards, which supports its positioning as an ethically minded skincare company.
This conscious approach appears across several products in its lineup. Beet The Sun SPF 40 +++ is presented as a straightforward daily sunscreen designed to offer broad protection without unnecessary extras. Barrier Builder focuses on strengthening the skin’s moisture barrier through supportive ingredients rather than strong actives.
Makeup Re-Wined serves as a gentle makeup-removing cleanser intended to dissolve buildup while maintaining the skin’s balance. These formulas are positioned as long-term, dependable options rather than trend-driven releases.
Krave Beauty launched in 2017 and pursues a gradual expansion model, prioritizing DTC alongside select retail partnerships rather than rapid mainstream scaling.
Products like Great Barrier Relief and Matcha Heartleaf Hydrating Cleanser enjoy strong recognition in online skincare communities and availability in Sephora Southeast Asia (Malaysia, Singapore, Thailand), with emerging U.S. presence at Ulta Beauty at Target locations.
The brand emphasizes education, sustainability, and responsible formulation, supporting deliberate growth that positions it as an emerging challenger with growing visibility rather than a high-volume industry leader with broad global retail dominance.
Drunk Elephant presents itself as a clinical-leaning, biocompatible skin care brand built around removing what it calls the Suspicious 6, a group consisting of essential oils, drying alcohols, silicones, chemical sunscreens, fragrances and dyes, and SLS.
Such philosophy is meant to reduce irritation and support balanced skin function through formulas grounded in research-backed actives such as peptides, vitamin C, marula oil, AHA and BHA resurfacing blends, and hyaluronic acid. These appear at skin-friendly pH levels and are designed to mix easily in routine combinations the brand refers to as smoothies.
The product range centers on items like C Firma Fresh Vitamin C Day Serum, B Hydra Intensive Hydration Serum, Protini polypeptide moisturizers, T L C Framboos resurfacing serum, and Lala Retro Whipped Moisturizer. Drunk Elephant also offers Beste Number 9 Jelly Cleanser, Virgin Marula Luxury Oil, along with refill formats, hair and body products, curated kits, seasonal bundles, and routine systems. Education through the Drunk Mag, ingredient glossaries, routine building guides, and pH discussions reinforce the scientific tone, while refillable packaging and promotional gifting structures maintain convenience for consumers.
Krave Beauty communicates a contrasting barrier-centered, simplicity-driven philosophy shaped by a desire to help reset an overwhelmed skin. Instead of prioritizing high-concentration actives across many steps, the range emphasizes gentle, hydrating, low-irritation formulations divided into Core and Supplement collections.
Its product lineup includes the Matcha Heartleaf Hydrating Cleanser, Great Barrier Relief serum, Oat So Simple Water Cream, Twenty Four Carrot Retinal, Beet The Sun SPF 40 PA +++, Oil La La, Kale Lalu yAHA exfoliator, and Makeup Re Wined cleansing jelly reflect a focus on moderation and skin barrier support rather than aggressive resurfacing.
Sustainability integrates into the brand identity through B Corp certification, membership in One Percent for the Planet, plastic neutral commitments, refill pouches for Oat So Simple Water Cream, larger jumbo sizes, recycling guidance, and a Build Your Own Bundle tool. Instead of leaning on subscription programs, Krave Beauty encourages refill purchasing, minis, duos, and curated minimal routines supported by a straightforward shipping and returns system.
The brands illustrate two different philosophies within modern skin care. Drunk Elephant delivers a more clinical, active-directed, mix-and-match environment rooted in pH science and in the exclusion of sensitizing ingredients, while Krave Beauty presents a gentler, barrier-first framework shaped by minimalism, sustainability, and approachable K Beauty cues.
Good Molecules positions itself as an accessibility driven skin care brand centered on straightforward actives. Its catalog highlights recognizable ingredient-led formulations such as the Discoloration Correcting Serum, Brightening and Dark Spots Bar, Yerba Mate Wake Up Eye Gel, Hyaluronic Acid Serum, Niacinamide Brightening Toner, and Niacinamide Serum.
The brand also offers Lightweight Daily Moisturizer, Gentle Retinol Cream, Hydrating Facial Cleansing Gel, and Pimple Patches, each tied directly to concerns like hyperpigmentation, breakouts, dehydration, or uneven texture. Bundled regimens such as the Blemish Scar and Discoloration Set, Breakout and Pores Bundle, and Cleanse Tone Moisturize trio are also available. The brand claims to rely on transparent formulation choices, gentle daily use actives, and low-cost entry points, presenting an accessible approach designed to simplify navigation of skin care concerns without compromising ingredient credibility.
Meanwhile, Krave Beauty shapes its identity around barrier-first, K Beauty-influenced minimalism, prioritizing low irritation formulas and the removal of excess steps. Signature products from the brand include options such as Matcha Heartleaf Hydrating Cleanser, 24 Carrot Retinal, Great Barrier Relief, Oat So Simple Water Cream, Oil La La, and Makeup Re Wined.
The brand also maintains sustainability and ethical commitments, including B Corp certification, membership in One Percent for the Planet, plastic-neutral claims, and recycling guidance. Educational resources and a focus on ingredient clarity support those who navigate sensitivities, dehydration, and mild hyperpigmentation through gentler barrier-supportive pathways.
Our evaluation of Krave Beauty’s brand credibility draws on the brand’s operational presence and ratings across ThingTesting and the BBB platforms.
On ThingTesting, the brand maintains a 4.7 out of 5 score based on more than one hundred reviews, with a strong emphasis on product gentleness, hydration support, and compatibility with sensitive skin. Reviewers frequently highlighted positive experiences with the Matcha Hemp Hydrating Cleanser, Beet The Sun sunscreen, and Great Barrier Relief serum. However, less favorable reviews mention spilling with some products and limited efficacy for certain skin types.
The Better Business Bureau provides the brand with an “A+” rating and indicates eight years in business. An absence of recurring complaints on BBB might contribute to an impression of stable customer relations, though it also means fewer insights into how the brand handles complex service or fulfillment concerns when they arise.
Our evaluation presents a reputation shaped primarily by product-focused reviews that emphasize gentleness, simplicity, and skincare performance. The limited concerns that appear are related to texture preferences, perceived effectiveness differences, or isolated product experience nuances.
In evaluating the brand, we looked at the verified consumer reviews for the brand’s core offerings on Amazon.
The Matcha Heartleaf Hydrating Cleanser maintains a 4.5 out of 5 score based on 650+ reviews across Amazon. Many users described the serum’s texture as smooth and silky, noting that it promotes cleansing without stripping and leaves the skin soft and balanced. Reviewers also appreciated the light scent, the green matcha color, and the non-foaming formula. However, negative feedback for the cleanser mainly touches on packaging issues and mixed performance.
Some customers received damaged or pre-opened boxes, missing lids, or bottles that arrived in poor condition. A few users with very dry or reactive skin experienced breakouts or increased dryness, noting that the cleanser was not gentle enough for them.
On Amazon, Great Barrier Relief Serum holds a 4.4 out of 5 score based on more than 400 reviews. Many users with reactive, acne-prone, or compromised skin often reported improvements in redness, irritation, and hydration. Despite the thin texture of the product, many users found it moisturizing enough to support daily use. Negative feedback for the serum centers on scent, formulation changes, and concerns about packaging.
Some reviewers found the serum’s earthy, celery-like smell unpleasant and strong enough to affect continued use. A few consumers experienced irritation or breakouts, indicating that not all sensitive skin types respond well to the formula.
Such feedback suggests that Krave Beauty has a strong base of satisfied users who value gentle formulas and barrier-focused products. However, there are recurring concerns around packaging consistency, scent, and occasional skin reactions.
Krave Beauty claims to follow a gentle, barrier-focused approach that fits a wide range of skin types and skin concerns. Its offerings may emphasize comfort, hydration, and skin balance rather than aggressive correction.
Its conscious beauty identity further strengthens this positioning. The brand maintains vegan and cruelty-free standards and avoids fragrance, dyes, and unnecessary additives. The brand claims its formulas may be supportive of long-term barrier stability.
Some considerations deserve attention before choosing the brand. Its mild formulas may not meet needs that require stronger clinical actives, and the smaller product catalog limits how fully you can build a complete routine under one brand. Even with simplified formulas, checking for individual sensitivities remains important to ensure compatibility with your skin barrier, as the brand’s formulations might trigger adverse skin reactions or irritation.
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