The beauty and skincare industry thrives on “more”: buy more products, put more on your skin, and – if they don't work – use them more often. Today's guest is Liah Yoo, a beauty influencer and CEO of KraveBeauty: a skincare brand that sells “less”. Through her YouTube channel and business, Liah wants to #PressReset on the skincare industry, promoting transparency, education, and confidence through healthy skin.

Aileen and Liah talk about how KraveBeauty grew from a thirst for skincare knowledge, the importance of a dressing up a brand with your own voice, and what it means to be an effective leader.

In this episode we explore:

• 1:24 – How Liah went from working at Korea's largest beauty company to founding her own skincare brand
• 8:19 – What it takes to start a business: Defining your Why + Finding your brand's voice
• 11:02 – How KraveBeauty stands out from other skincare brands, both in the US and Korea
• 15:20 – Skincare & decluttering: When to switch products out? When to throw them away?
• 19:49 – How to market your brand authentically + Advice for entrepreneurs
• 21:52 – Balancing and prioritizing life as a YouTube creator/CEO of an international brand
• 27:30 – “Start before you're ready”: What Liah wishes she knew before she started her business
• 28:54 – Why Liah doesn't exactly know where her career will be in a few years (and why she doesn't mind!)
• 32:09 – The hardest part about launching a beauty brand + How beginners can get started in the industry
• 36:00 – Q&A: Liah's dream life, book recommendation, life-changing habit, best received advice & favorite part about life

Links:

• Liah Yoo
• Instagram

Show notes:

• Krave Beauty
• Krave Beauty Instagram
• Start with Why – Simon Sinek
• NPR How I Built This – Panera Bread
• Impact Theory
• Marie Forleo
• 2019 Artist of Life Workbook + Daily Planner | shop.lavendaire.com

Quotes:

• You will never stand out if you are copying another brand's voice.
• A leader is just a problem-solver.
• By living to your fullest potential at the moment … it will take you to greater places that you could have never imagined

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