02.23.23
Krave Beauty, a New York City-based beauty brand, has relaunched its Beet the Sun sunscreen. The company had pulled the original product in 2021 when production and testing issues erupted in Korea, where the product was manufactured. At the time, several Korea-based skincare companies pulled their sunscreen from shelves when reported SPF ratings were not accurate.
The newly reformulated Krave Beauty Beet the Sun sunscreen features a fully verified FDA-approved SPF rating of 40, according to the company, which was founded by beauty influencer Liah Yoo.
As CEO, Yoo was transparent with consumers when the issue arose. The brand released an official statement in 2021 and Yoo disclosed details about the situation—including her decision to discontinue the product across all markets—in a lengthy video on Instagram.
After pulling the product, Yoo said she knew she had to formulate a new and approved version.
"After two years of development, we're proud to say that Beet The Sun SPF 40 is probably one of the best sunscreens in the US in terms of texture and finish," said Yoo. "Everyone knows the importance of sunscreens, but because a lot of sunscreens tend to be thick and greasy, it discourages people from applying the proper amount. That's why our primary focus for developing this product was to create a formula that's so pleasant that you want to apply more. The texture is light as a feather, the cast is barely noticeable, and the finish is un-beet-able making anyone look like a millionaire."
For this new iteration, Krave Beauty conducted three SPF determination tests—two were based on the FDA method and another was based on ISO 24444:2019.
Beet the Sun, which is housed in a 90% post-consumer recycled tube, is now available at www.kravebeauty.com. The retail price is $20.
The newly reformulated Krave Beauty Beet the Sun sunscreen features a fully verified FDA-approved SPF rating of 40, according to the company, which was founded by beauty influencer Liah Yoo.
As CEO, Yoo was transparent with consumers when the issue arose. The brand released an official statement in 2021 and Yoo disclosed details about the situation—including her decision to discontinue the product across all markets—in a lengthy video on Instagram.
After pulling the product, Yoo said she knew she had to formulate a new and approved version.
New Beet the Sun
The new Beet the Sun formulation features hydrating, skin barrier-supporting ingredients such as hyaluronic acid, vitamin E and propanediol. The product's star ingredient—beet root extract—helps fight against free radicals and protect against UV rays, while the formula is lightweight and white cast-free to accommodate a variety of skin tones."After two years of development, we're proud to say that Beet The Sun SPF 40 is probably one of the best sunscreens in the US in terms of texture and finish," said Yoo. "Everyone knows the importance of sunscreens, but because a lot of sunscreens tend to be thick and greasy, it discourages people from applying the proper amount. That's why our primary focus for developing this product was to create a formula that's so pleasant that you want to apply more. The texture is light as a feather, the cast is barely noticeable, and the finish is un-beet-able making anyone look like a millionaire."
For this new iteration, Krave Beauty conducted three SPF determination tests—two were based on the FDA method and another was based on ISO 24444:2019.
Beet the Sun, which is housed in a 90% post-consumer recycled tube, is now available at www.kravebeauty.com. The retail price is $20.