KraveBeauty, “slow” skincare brand founded by influencer-entrepreneur Liah Yoo in 2017, is set to make its debut in brick-and-mortar stores in Southeast Asia. Starting from April 18, KraveBeauty will be available in 39 Sephora locations across Malaysia, Thailand, and Singapore. This expansion brings six of the brand’s popular products to the retailer, with prices ranging from $16 to $28.
While specific sales expectations for the Southeast Asia launch were not disclosed, industry sources estimate KraveBeauty’s annual sales to be in the eight-figure range, with the potential to double in 2024.
Liah Yoo, with her impressive social media following of 1.2 million on YouTube and 267,000 on Instagram, recognized the strong interest in KraveBeauty from Asian countries. The brand’s philosophy of “less is best” resonates well with the region’s skincare consumers, who appreciate the concept of intentional and minimalistic skincare routines. Yoo aims for KraveBeauty to become the go-to brand for this approach in the South Asian market, which is often crowded with overwhelming product choices.
The move to Southeast Asia follows KraveBeauty’s successful online launch at Cult Beauty in the U.K. earlier this year, marking the brand’s first international expansion beyond its direct-to-consumer and Amazon channels. This expansion allowed KraveBeauty to explore the potential of strategic retail partnerships. The brand’s strong online presence attracted website visitors from the U.K., and this move enabled them to overcome barriers such as shipping fees and reach a wider customer base.
In the next 12 months, KraveBeauty plans to expand its presence further by entering Sephora in the Philippines, Indonesia, India, Hong Kong, Australia, and New Zealand. This expansion strategy not only allows the brand to tap into new markets but also serves as a testing ground for potential brick-and-mortar retail ventures. With no outside investors, KraveBeauty is focused on intentional and strategic growth, looking to establish a strong international presence before refocusing on the U.S. market in the coming years.
