112: Starting a Business & Pressing Reset on the Skincare Industry w/ Liah Yoo

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
Show notes:
  • 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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