Ep. 15 | From Influencer to Brand Founder: The Inspiring Journey of Liah Yoo and KraveBeauty
liah "THE BEAUTY INDUSTRY IS BECOMING A LOT LIKE FAST FASHION, WITH OVERWHELMING NEW LAUNCHES. WE WANTED TO CHALLENGE THE INDUSTRY AND SEE IF A BUSINESS COULD STILL GROW WITHOUT NEEDING TO CONSTANTLY LAUNCH NEW PRODUCTS."
Liah is a content creator and a brand owner and also an investor whose values truly inspire me. You’ll hear us talk about how she become a venture capitalist, what it means to lead a brand with a strong core value, and what it really takes to grow both as a creative and a business leader.
description:
In this episode, we’re joined by content creator and entrepreneur Liah Yoo, founder and CEO of KraveBeauty, with over 1.2 million YouTube subscribers. Liah shares her inspiring journey from leaving a traditional 9-5 to becoming a full-time creator and building a self-funded beauty brand focused on sustainability.
We discuss her bold decision to pause new product launches for two years, challenging the fast-fashion mentality in beauty while still growing successfully. Liah’s insights on intentional growth, conscious consumerism, and reshaping the beauty industry offer valuable lessons for entrepreneurs and consumers alike.
Show Topics:
Content creation journey
Building a self-funded brand
Sustainability in beauty
Challenging fast-fashion culture
timestamps
00:00 - Intro
4:24 Starting and growing the YouTube channel
11:50 The New York dream
13:09 Finding your village
15:54 Formulating KraveBeauty products
19:13 Building the KraveBeauty team
22:15 Delina’s favorite KraveBeauty products
26:23 Waste Me Not Campaign
30:57 Growing the team
34:39 Evolving the YouTube channel
38:26 The role of marketing
42:33 Getting married, finding balance, and self-care
48:23 The YouTube success formula
53:29 Venture capitalists, dealing with investors
about liah yoo
Liah Yoo is a NYC-based content creator, entrepreneur, and investor. She’s one of the top beauty influencers on YouTube and founder of KraveBeauty, a brand on a mission to slow down the fast-paced beauty industry.
Follow Liah on all social platforms
Instagram | TikTok | YouTube | Website
Explore KraveBeauty at https://kravebeauty.com
what’s in liah’s bag?
Lady Dior accordion-style card holder
Eglips Blur Powder (shine control)
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