When content creator Liah Yoo started a skincare brand, her goal was to fix problems she saw with the Beauty Industrial Complex™ and its traditional business models. She’s here to explain how she’s doing that with Krave Beauty. We talk about how SPF testing works, ethical ingredient sourcing, the pressure retailers and investors put on brand founders, sustainability issues, and coping with negative social-media comments—plus the joys of Selling Sunset, Sun Chips, and laser hair removal!

• Products mentioned in this episode: shopmy.us/collections/319704
• Episode recap with links:  fatmascara.com/blog/liah-yoo
• Sponsor links & discount codes: fatmascara.com/sponsors
• Private Facebook Group: Fat Mascara Raising a Wand
• Social media: @fatmascara, @jessicamatlin, @jenn_edit
• Submit a "Raise A Wand" product recommendation and be featured on the show: email [email protected] or leave a voicemail at 646-481-8182

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