Telling the Founder Story
Liah Yoo’s Touch on Skincare
The KraveBeauty launch across SEA put Liah Yoo in the spotlight—celebrating her founder story, driving brand love, and making slowdown skincare the talk of the town.
The Strategy
To put a face to KraveBeauty, Touch PR elevates founder Liah Yoo as the brand’s trusted skincare expert across Singapore, Malaysia, and Thailand. The mission: to amplify her “slow down skincare and press reset” philosophy while spotlighting her roots in K-beauty, reinforcing the brand’s commitment to simplicity, mindful routines, and transparent ingredients—positioning her as a trusted guide for audiences across the region.
The Approach
We implemented a founder-centric approach that leveraged Liah Yoo’s relatable YouTube presence and authentic storytelling to bring her founder story and skincare philosophy to life. By putting Liah at the forefront through targeted media and influencer engagements, co-created content opportunities, and intimate local activations, we strengthened trust, refined the brand storytelling, and deepened connection. This approach also helps localize the brand across regions and differentiate it in a crowded market.
