Skin Flaire

Seite 1 · Skin Flaire

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Seite 2 · Table of Contents

Skin Flaire Beauty

1. Introducktion — 2

2. Krave Beauty — 3–4

2.1 Our Product Philosophy — 5–6

2.2 How to use — 7–8

2.3 Liah Yoo — 9–10

3. Selfless by Hyram — 11–12

3.1 Selfless Standards — 13–14

3.2 Before & After — 15

3.3 Products — 16

3.4 Hyram — 17–18

4. Goodlight Cosmetics — 19–20

4.1 The Aesthetics — 21–23

4.2 David Yi — 24

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Seite 3 · Importance of a healthy skin care routine

Taking good care of your skin is important for more than just your appearance. As the largest organ you have, your skin is essential to your general health. If you take care of it, it can help take care of you. This is why it is so important to have a well-thought-out skin care routine. It is absolutely worth the time and energy to take care of your skin on a daily basis.

Skin Care is Part of a Healthy Lifestyle

Those who take the time to wash their face in the morning and at night are more likely to be making healthy choices throughout their day. Skin care can be combined with a thorough oral care and hair care routine. Doing all of these things may help motivate you to eat better and exercise as well. It all adds up to a happier, healthier you.

It is a pretty well-known fact that you will feel better when you look better. Having a daily skin care routine helps you to look your best and put your best foot forward when you go out into the world.

Prevention is Easier

When it comes to skin care, there is no question that prevention is easier than fixing a problem. Doing things like wearing sunscreen, washing your face daily, and using a good moisturizer can prevent invasive treatments down the road. Neglect can result in many preventable problems.

Having beautiful skin as you get older means making smart choices throughout your life. Just as doing the right things now can help you down the road, bad skin care choices can have lifelong impacts.

Skin Sheds Daily

Even if your skin is glowing and beautiful today, there is no guarantee that will be the case tomorrow. This is because your skin cells are shedding on a daily basis. The skin that is revealed in the future can be dull and full of imperfections unless you are utilizing a proper skin care routine.

Everyone´s Skin is Different

You may know people that splash some water on their face and call it good. This may work well for them. The fact is that everyone is different, and most people are going to need to do more than that to keep their skin looking healthy. You probably have a good idea of what it takes to keep your skin at its best. If you do not know exactly what type of skin you have, it is important to find out.

If you would like to learn more about why skin care is so important in your life, set up a consultation with your dermatologist. They would be happy to answer any questions you may have and help you find the best routine and products for you. Contact them and book an appointment.

Seite 4 · KraveBeauty — Your skin knows what it needs

KRAVEBEAUTY

Your skin knows what it needs

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Seite 5 · KraveBeauty — Give your skin what it craves

You just have to listen

KRAVEBEAUTY

Give your skin what it craves

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Seite 6 · Our Product Philosophy

Feeding your skinsides

Skincare that works with your skin.

We’re not here to work against your skin and we don’t make products to replace your skin‘s function. Our gentle yet effective formulas safely work with your skin’s natural ecosystem, especially your skin barrier.

Our products are designed to work on any skin type, even sensitive, and they’re always free of fragrance, colorants, dyes, and essential oils. We’re PETA-certified cruelty-free and vegan and include a recycling guide with every product so you can feel good about

Uncomplicated basics

Meet the Core & Supplement series.

Your skin does the hard work, skincare should be easy. That’s why we split our range into two series, Core and Supplement, to help you demystify your routine.

Our Core products are your daily maintenance, the essential tools to keep your skin healthy and supported. Our Supplement products are your patch up jobs, the reinforcements you call in to tackle a specific problem. Use them all, use

Slow down skincare

For us and the planet

As KraveBeauty has grown, we’ve discovered that excess skincare is an environmental issue too. Overproduction and overconsumption have created an endless cycle of waste being pumped into the earth and we’re committed to reduce how much of that waste is ours.

We’re committed to a small, intentional range of products and reducing the footprint of every product we do create. From thoughtful sourcing and efficient production to waste-reducing packaging and transportation, we want to shrink our footprint as we expand our brand. Read more about our sustainability journey here!

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Seite 7 · Our Product Philosophy — #PressReset

#PressReset

Who decided it was our job to make the rules about your skin?

Skincare can be overwhelming and it’s hard to hear your inner voice over all that noise. Pressing reset isn’t about turning off the world, it’s about tuning it out so you can listen to your skin instead. Who knows what your skin needs better than you? Your skin is smart. And if stop, look, and listen, it’ll tell you exactly what it‘s craving. Whether you’re just starting out or looking for a new path, you can

Skincare should be intentional.

Skincare should be a supplement to your lifestyle.

And most of all, skincare should be basic.

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Seite 8 · How to Use

STEP 1 — Cleanser — Daily. Product shown: Matcha Hemp Hydrating Cleanser.

STEP 2 — Exfoliator — 2–3x a week. Product shown: Kale-Lalu-yAHA.

STEP 3 — Serum — Daily Serum or Weekly Treatment. Product shown: Great Barrier Relief.

STEP 4 — Moisturizer — Daily. Product shown: Oat So Simple Water Cream.

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Seite 9 · KraveBeauty — Product descriptions

Matcha Hemp Hydrating Cleanser

Our best-selling cleanser just got even better! Now more hydrating, silkier, and matcha-y than before! The bouncy gel formula creates a silky lather to lift away dirt plus light makeup + sunscreen. The best part? No dry, tight after-feeling like conventional cleansers.

A Fresh Start

Skincare wisdom tells us that a super clean face = super tight skin, but we’re calling BS on that. We think a good cleanser can be effective and gentle at the same time. Cue Matcha Hemp Hydrating Cleanser, the face wash that leaves your skin feeling cleaner and better. It uses coconut-based surfactants to deeply cleanse without stripping skin. Instead, nourishing Matcha and Hemp Seed Oil restore hydration and antioxidants to the skin. Seems like the wise choice to us!

Great Barrier Relief

A creamy, nourishing serum that calms signs of sensitivity caused by a broken skin barrier. A blend of nourishing oils and rebalancing actives restore damaged skin to clear breakouts and soothe irritation. Skin looks clear, feels calm, and probably sounds amazing.

A Calming Hand

Our skin and the environment don’t always get along. Whether it’s because you’re a city dweller or got too pump-happy with the retinol, your skin needs some back up. Great Barrier Relief is there to lend a hand, no bat symbol required. GBR works by repairing damage in the skin barrier—the skin’s invisible shield. It helps repair tears and strengthen the barrier wall to kick environmental aggressors to the curb. It may be green, but it’s got a black belt in kicking ass.

Kale-Lalu-yAHA

A kind yet effective exfoliator that smooths out texture and fades the look of discoloration to reveal healthier, radiant skin. Powered by 5.25% Glycolic Acid, Kale-Lalu-yAHA farewells excess dead skin cells to let skin welcome plant-powered hydration and soothing.

A Brighter, Better Future

Since when did exfoliators become less about balancing skin and more about who has the highest acid %? With high acid levels and minimal nutrients, exfoliants are wreaking havoc on your skin’s barrier and microbiome. That’s why we created Kale-Lalu-yAHA, the gentler answer to those questionable options. It’s formulated with a lower acid level to helpfully nudge skin’s natural renewal process while hydrating Hyaluronic Acid and antioxidant-rich leafy greens leave the skin better than they found it. The future—and your skin—are looking better already.

Out So Simple Moisturizer

A Break for Overloaded, Oversensitized, Over It Skin

Between active acids, potent patches, and concentrated creams, your skin is working its ass off. Until one day, it happens: burnout. You feel super sensitive, you break out, and you can’t even touch your skin without wincing. What now? The answer’s simple—Oat So Simple. It was created to be the no-fuss, just-right moisturizer that perfectly complements our supercharged routines.

The no-frills formula gives your skin the gentle calming it wants and the essential hydration it needs to go from “so over this” to “glad that’s over.” Whew!

Seite 10 · Liah Yoo

Many founders are thought to be visionaries. They set out to be the problem solver, innovator, inventor, and creative to build and design the future they so wanted to have for themselves and for others. It’s funny how it’s become a de facto where the founder becomes the CEO. That’s when everything and anything could go wrong and no one prepares you for it. Or at least I didn’t get the memo.

When a visionary becomes a CEO with no experience, it’s like someone who wants to go on a road trip to Alaska but has no experience in driving. So the journey becomes less about what the future would look like in Alaska, but all about “how the f*ck do I drive this car? Where’s the gear, what does an autopilot mode do, how many seconds do I stop for at the stop sign?” You get so caught up in figuring out the operations that you lose sight of where you were initially set out to go, or at worst, why you started to dream about Alaska in the first place. And when you finally get to Alaska, you’re just exhausted.

When a visionary becomes a CEO with no experience, it’s like someone who wants to go on a road trip to Alaska but has no experience in driving.

The hard lesson I’m learning now is: When you’re a visionary, have a strong operator by your side. Don’t try to be in the operator’s seat but step aside and contribute to the business in a way that you’re best at. You just need a person who knows how to drive you smoothly in the most fuel-efficient manner and knows when to speed up and slow down. That’s the person you need to seat in the driver’s seat. That operator ideally should not let you worry about the car breaking down, road hazards he/she sees, or running out of fuel so that you focus on how to benefit the world with your idea, your product/service, and your vision.

I co-founded the company in 2017 and became a sole-founder by December 31st, 2019. So 2020 was a HELLUVA year. I knew I didn’t belong in the driver’s seat but had no choice nor I knew anyone that’d be best for the seat. In the meantime, the company didn’t stop growing and we made hires who came with their own experience of road-tripping that influenced me in painting what the journey should look like — often their insights were valid but many were still short-sighted. But I was too caught up trying to figure out changing gears, that I sometimes let people in the car direct me to Alaska. And the car got bigger and bigger. I started losing confidence in driving the heavyweight car. And started doubting everything about the journey. I felt small, inadequate, incompetent, and just stupid.

I started losing confidence in driving the heavyweight car. And started doubting everything about the journey. I felt small, inadequate, incompetent, and just stupid.

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Seite 11 · Liah Yoo — continued

That’s when I made some stops here and there, to find the best drivers in town for advice. Most of them were kind enough to let me in on their secrets to success, the DTC formula, the growth hacks, and all the tried and true methods to get to Alaska faster. This year I learned what LTM stands for (Last Twelve Months lol), how accounting works, what EBITDA means, what a compensation structure is, what product lifecycle is, and such. I don’t have a business degree so I finally felt like I was equipped to drive the car. But unknowingly, I was becoming less of who I was. The adrenalin rush I had by dreaming about the North Star has been replaced with the dreadedness of coming to work. The pressure was enormous to make ‘executive decisions’ that would decide the company’s future (The suffocation and anxiety is real.) A lot of work that wouldn’t fall on any team member’s responsibilities had naturally become mine. I would constantly put on a ‘leader’ persona in front of the team hoping they would never think less of me. I became reliant on consumer trend reports instead of talking to them directly. And slowly, I started seeing my initial vision as a delusion, not a possibility. I started compromising my vision, lowering my expectations, and found myself following the conventional track of growing the company. The visionary in me was slowly fading away.

And slowly, I started seeing my initial vision as a delusion, not a possibility. I started compromising my vision, lowering my expectations, and found myself following the conventional track of growing the company. The visionary in me was slowly fading away.

Throughout the year, I’ve never felt so smart but also so small. The more I learned about what a conventional CEO should look like, the more I compared myself to the ideal CEOs I see on the internet. Soon enough my imposter syndrome has reached a point where it got me thinking maybe it’s better off getting a VC investment with a small exchange of equity, just to have more professional support from people who are smarter than me. (To date, KraveBeauty is 100% self-funded with no capital needs) I was relying on the thought of ‘These smart people will tell me what to do to build and scale the company.’ and maybe that was the excuse of me trying to escape out of this role. But surely, if I have gone down that route, KraveBeauty will become ‘just another beauty brand’.

But then something completely recentered me. Wait a second, why am I doing this? I’m here to create the realest beauty brand out there. A company that’s built on principles and uses its influence to inspire other businesses to do good and empower people to be better citizens of the planet. I started all of this because I wanted to reset the industry practices and standards. Reinvent capitalism and slow down skincare. Slow down the industry on creating unnecessary demands and focus on producing the best quality skincare essentials.

I want us to be an activist organization that sells products to fund our activism — our demand for a better future. For our products, I want them to be made in the most intentional, serious, and eco-conscious way possible. If someone asks what my exit strategy

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Seite 12 · Selfless by Hyram — Product photography

Visible product names: Salicylic Acid & Sea Kelp; Centella & Green Tea.

Visible product descriptions: Pore Clearing and Oil Control Serum; Daily Gel Cleanser.

Bildbeschreibung: Left half of a product collage. Turquoise Selfless by Hyram tubes are photographed against dark seaweed and green leaves; a blue tube continues across the right edge.

Seite 13 · Selfless by Hyram — Product photography, continued

Visible product names: Mandelic Acid & Rice Bran; Niacinamide & Maracujá; Retinol & Rainbow Algae.

Visible product descriptions: Gentle Exfoliating Serum; Daily Barrier Support Moisturizer; Repair Serum.

Bildbeschreibung: Right half of the product collage. Blue and turquoise tubes sit against sand, a halved passion fruit and an underwater background.

Seite 14 · Selfless Standard — Climate Conscious

Climate Conscious

We all know that things needs to change, starting with better choices that together, can have a big collective impact. We want to ensure that we are acting responsibly and ensure that the trace we leave as a brand is as small as possible.

Conscious Practices

We will continue to identify areas in our business operations that can significantly reduce our carbon emissions.

Reduce

We track all of our emissions from every area of the business. Every 6 months we will receive a report that shows us where we are using the most and what we can do better. We use this data to set ourselves reduction targets over the next 6-12 months and will share our targets and progress with you.

Text in the photograph: WE NEED A CHANGE.

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Seite 15 · Selfless Standard — Packaging and recycling

Reducing Packaging Impact

No packaging solution is perfect, but we consider many things in order to try and make the best choices possible. New, more sustainable packaging technologies are emerging all of the time and we commit to regularly challenging our packaging solution to continually improve.

Recycle Ready, 100% Recyclable

Unfortunately, recycling systems are flawed and vary from country to country meaning that not everything we put in our recycling is going to get recycled. These systems need to improve. However we have worked with the Association of Plastic Recyclers and taken several steps to give our tubes the best chance possible!

How to recycle

Here are a few ways you can help:

1. Finish using your product

2. Cut off the top

3. Use remains

4. Rinse it out

5. Recycle!

Always check with your local recycle facility!

Text in the illustration: STEP 1 — Once empty, cut the top off.

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Seite 16 · Before & After

BEFORE — DAY 0

Used by Pheobe to unclog pores and reduce oiliness.

AFTER — DAY 53

Used by Pheobe to unclog pores and reduce oiliness.

Bildbeschreibung: Two close-up photographs of the same face are placed side by side. Dashed circles mark three areas on the cheek and chin in each photograph.

Seite 17 · Used Products

A lightweight defense serum with a super-trio of clinically proven antioxidants; Peptide Q10, Halorubin and Ginger Root which work together to protect skin from daily stressors, helping to prevent damage and visibly reduce skin fatigue, leaving a healthy glowing complexion.

Exclusive launch competition : 1 person who buys the product in the first 24 hours (from 31st March 2022 8pm CET) will win a virtual 1:1 with Hyram where he will personally recommend your skincare routine.

Gentle, slow-release Retinol, nutrient-rich Rainbow Algae and Tranexamic Acid work together overnight to help reduce the appearance of post-breakout marks and target hyperpigmentation, providing a more even skin tone with a smoother, brighter complexion.

Hydrating Squalane and Microalgae deliver a unique texture for easy use and layering.

Our don’t over exfoliate exfoliator. An innovative, multifunctional chemical exfoliant that exfoliates the skin effectively but gently, delivering results without irritation.

Gentle Mandelic Acid and PHA combined with Rice Bran (Phytic Acid) and Salicylic Acid to gently exfoliate the skin, helping to:

Even skin texture and promote an overall smoother appearance

Help skin appear brighter & help prevent clogging of the pores

Your daily skin support for happier healthier skin. Look for the texture: Unique gel cream that sinks into the skin and leaves a silky finish without silicone. A combination of barrier strengthening Niacinamide and bioactive, skin-soothing Maracujá, plus a host of hydrating extras help to:

Support skin health and even skin tone

Soothe irritated skin

Bildbeschreibung: Four product descriptions are paired with turquoise and blue Selfless by Hyram tubes.

Seite 18 · Hyram

Text on the book: SKIN CARE 101.

Bildbeschreibung: Portrait of Hyram holding an open pale green book. Hands around him hold assorted skincare products.

Seite 19 · Hyram — Profile

Thruthfully, I didn´t expect to blow up this scale. And yes, I know this is going to sound clichéd, but if you told me, even a year ago, that it was going to be this big, I would not have believed it.” Considering the trajectory of Hyram Yarbro, the 25-year-old Gen Z skincare guru set on making skincare “accessible”, it is easy to believe him.

His success in the past year, driven by a lockdown-fuelled obsession with skincare and social media, has made Yarbro the world’s most powerful “skinfluencer”. His young, captivated, skincare-obsessed disciples – 1.2m on Instagram, 4.5m on YouTube, 6.8m on TikTok (pre-lockdown 1.0, it was 100,000) – all diligently follow his skincare recommendations via his unfiltered, straight-shooting videos. At the beginning of the pandemic, he says he was uploading content on YouTube five to six times a week and posting three TikToks a day. “But I’ve scaled it back a little,” he says now, “because I was literally not sleeping”. ruthfully, I didn’t expect to blow up to this scale. And yes, I know this is going to sound clichéd, but if you told me, even a year ago, that it was going to be this big, I would not have believed it.” Considering the trajectory of Hyram Yarbro, the 25-year-old Gen Z skincare guru set on making skincare “accessible”, it is easy to believe him.

His success in the past year, driven by a lockdown-fuelled obsession with skincare and social media, has made Yarbro the world’s most powerful “skinfluencer”. His young, captivated, skincare-obsessed disciples – 1.2m on Instagram, 4.5m on YouTube, 6.8m on TikTok (pre-lockdown 1.0, it was 100,000) – all diligently follow his skincare recommendations via his unfiltered, straight-shooting videos. At the beginning of the pandemic, he says he was uploading content on YouTube five to six times a week and posting three TikToks a day. “But I’ve scaled it back a little,” he says now, “because I was literally not sleeping”.

The videos themselves are entertaining, charming and peppered with humour. Even his harsh reviews (like that of Fenty Beauty – the brand owned by singer Rihanna, so it takes some fortitude to openly criticise it) are delivered with a good-natured smile. Across his social media platforms he deciphers ingredients, debunks skincare myths and lifts the lid on the formulations of brands riding the empty wave of hype.

His catchphrase, “Ingredients don’t lie, bitch” has already spawned limited-edition merch. His endorsement results in soaring sales (those who draw the short straw see sales plummet) and every brand wants to partner with him. He says he receives “30 to 40 brand sponsorship offers per day,” and despite having zero medical qualifications (“I ask people not to place my recommendations above a dermatologist’s; my role is simply to help people understand the basics of skincare”), Yarbro has become the most trusted skincare authority for young people all over the world: #skincarebyhyram has had 2.3bn hits on TikTok. No wonder the New York Times called him “Gen Z’s skincare whisperer”.

I’m meeting Yarbro to discuss his own hotly anticipated skincare line, Selfless by Hyram, a brand he says he developed in conjunction with the founders of the Inkey List, the ingredients-led skincare brand, and he’s hoping that his line will also be a “catalyst for creating social change”. It is also set to make him and the social causes it supports millions – not bad for an ex-Mormon raised on a cattle ranch in Arizona who, just a few years ago couldn’t afford his rent and lived on 25 cents a day.

When I tell Yarbro that I’ve spent the past few hours prior to our interview staring at his face via his addictive YouTube and TikTok accounts, he laughs sheepishly – “Oh dear, I apologise.” After watching so many of his videos, his self-deprecating manner feels familiar, as does his high energy, blemish-free skin and a certain lack of vanity, which seems to be his default setting.

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Seite 20 · Good light — Green product scene

Visible product name: moon glow milky toning lotion.

Bildbeschreibung: Left half of a dark green, atmospheric product scene. Good light skincare containers appear to float among butterflies against a speckled background.

Seite 21 · Good light — Green product scene, continued

Visible brand name: good light.

Bildbeschreibung: Right half of the green product scene. A Good light jar and the edge of a bottle float among butterflies and bright points of light.

Seite 22 · Good light — Product still life

Visible product names: we come in peace probiotic serum; cosmic dew water cleanser; moon glow milky toning lotion.

Bildbeschreibung: Three Good light products stand on deep blue fabric among flowers and white clouds against a lavender background.

Seite 23 · And sometimes it´s just about the aesthetics

Visible product names include moon glow milky toning lotion and luna pimple patches.

Bildbeschreibung: A four-image collage combines a model holding a Good light bottle with three stylized product scenes featuring moons, rocks, plants and water.

Seite 24 · Who is good light?

Founded by David Yi in March 2021, good light is a personal care brand created to challenge the hyperfeminine/hypermasculine ideals of the beauty industry. good light’s mission is “Beauty Beyond the Binary,” creating inclusive skincare products for all.

In an interview with fashionmagazine.com Yi stated, “good light is a beauty brand that’s all about unleashing your own good light from within… It’s about self-actualization and love, self-worth and owning your beauty.” good light is a newer brand but has a growing line of cruelty-free, vegan, fragrance-free skincare products, apparel, and more.

When David Yi was five years old, he remembers watching his father get ready in the mornings. “He would always put on his potions and elixirs and do his hair. And he would do this before he went to bed,” says the co-founder of Very Good Light, a platform and brand celebrating beauty beyond the gender binary.

Bildbeschreibung: A portrait of David Yi in a pink outfit fills the page behind and beside the text.