04.14.23
Direct-to-consumer Korean skincare brand KraveBeauty says it’s aiming to humanize the beauty industry for the people and the planet to create a more sustainable and equitable world.
As part of KraveBeauty's commitment to sustainability, the brand announces the launch of its Anti-Consumer Consumer Grant, committing $15,000 to support sustainability-focused creators. The grant is designed to fight overconsumption in the influencer industry and support sustainability-focused creators by providing financial support to help them promote mindful consumption, zero waste, and sustainable living.
The Anti-Consumer Consumer Grant, the brand says, is a bold step towards promoting sustainability and responsible consumerism in the influencer/creator industry. With the rising trend of product promotion and brand deals, creators who advocate for mindful consumption, zero waste and sustainable living often struggle to monetize their content. This grant aims to bridge that gap and empower sustainability-focused creators by providing them with the financial support they need to continue spreading their message.
"Our purpose is clear: we want to encourage creators to use their platform to promote conscious and sustainable consumption. We believe that influencers and creators have the power to inspire positive change and create a more sustainable future," Liah Yoo, founder and CEO of KraveBeauty. "We recognize that the current influencer/creator culture is deeply rooted in consumerism, and we want to challenge that narrative. We believe that this grant will not only support creators financially but also inspire a positive shift in the industry towards sustainability and responsible consumerism."
Aside from alignment with values, applicants will be evaluated based on the following factors:
Purpose: What is the purpose of your mission and what do you wish to achieve?
Impact: What's the impact of your work in promoting sustainable living and conscious consumption?
Creativity: How are you using innovative and creative ways to promote sustainable living and conscious consumption? What is the uniqueness of your approach and the potential to stand out and reach a wider audience?
Simplicity: How are you breaking down complex and nuanced climate/sustainability topics in a more easily digestible language? How would you appeal to the mass audience who's just starting their sustainability journey?
The application window is open through April 30 at 11:59 PM PT. Click here to apply. Grant Recipients will be notified in May.
Additional Reading
Check out our coverage of Krave Beauty’s NYC Pop-Up store, which was open last November, to alert shoppers to waste problems in the beauty industry.