KraveBeauty hits shelves in Sephora Southeast Asia
THE WHAT? KraveBeauty is launching in bricks and mortar stores for the first time. The ‘slow skin care’ brand will hit shelves in 39 Sephora Southeast Asia locations across Malaysia, Thailand and Singapore from April.
THE DETAILS According to a report published by WWD, the brand makes its debut with 6 SKUs. As a ‘minimal’ skin care brand, Krave’s goal is to expand its presence rather than its product portfolio – and it is set to launch in Sephora branches in the Philippines, Indonesia, India, Hong Kong, Australia and New Zealand within 12 months. A US retail launch could follow.
THE WHY? Founder Liah Yoo told WWD, “Since we launched, the number two to number five top countries comprising our social media following have been users in Asian countries. I want to be the first brand that comes to mind when it comes to minimal and intentional skin care in the South Asian market, because I know those markets are very crowded and overwhelming in terms of product choice.”
