Tribe Dynamics

Liah Yoo on KraveBeauty's Mission-Driven Origins

In our first episode of 2022, Conor sits down with Liah Yoo. A powerhouse YouTuber, Liah is the founder and CEO of KraveBeauty, the sustainable beauty brand dedicated to demystifying skincare. We start the episode by hearing where Liah’s interest in beauty came from, and learn why she decided to launch her own YouTube channel in 2011. Liah shares her “trial and error” strategies for expanding her YouTube audience to over one million subscribers, before discussing how she built KraveBeauty’s community by prioritizing stakeholders over shareholders. We then dive into why Liah initially set out to create KraveBeauty, and explore the brand’s mission-driven ethos. To close the show, Liah opens up about some difficult lessons she learned personally and professionally in 2021, and outlines her goals for the new year.

Liah Yoo

YouTuber, Founder & CEO of KraveBeauty

41 - Liah Yoo, KraveBeauty

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful beauty and fashion brands in earned media. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies and unpack the evolution of brand-consumer relationships in the social media era—and of course, we talk about influencers, sharing insights into the most authentic and effective ways for brands to cultivate impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

Earned: Strategies and Success Stories From the Best in Beauty + Fashion