KraveBeauty Works to ‘Revolutionize’ Skincare Ingredients Sourcing Practices

It’s easy to peruse product labels for ingredients that are clean, green and everything in between. However, one K-beauty company is on a mission to educate consumers about the innerworkings of ingredient sourcing practices, from deforestation to ethical concerns. 

For direct-to-consumer K-beauty brand KraveBeauty, this journey, like all others, begins with a single step. For the brand, it’s with tamanu oil – a key ingredient in its bestselling Great Barrier Relief. Initially sourced through a distributor in Madagascar, the sudden unavailability of tamanu oil prompted KraveBeauty to reset its approach, according to the company.

 

The brand then decided to work directly with a specific farm in Indonesia, aiming to gain full visibility into the sourcing process, improve working conditions and contribute to climate resilience.

 

“We pressed reset and worked directly with a specific farm in Indonesia,” said Liah Yoo, founder and CEO of KraveBeauty. “Our goal was to know exactly where our tamanu oil came from, how it's farmed, harvested and to increase the wages of women producers in the region. And now, we're proud to finally present the fruit of this project.”

 

To enforce its goal to “revolutionize” its ingredient sourcing practices, KraveBeauty is introducing two limited-edition products that incorporate sustainably sourced tamanu oil from this initiative: 100% Cold-Pressed Tamanu Oil and Jumbo Great Barrier Relief.

The strategic move aligns with KraveBeauty's commitment to sustainability and social responsibility. The brand has partnered with Women's Earth Alliance (WEA) to support women tamanu farmers in Indonesia. The collaboration aims to improve farming and harvesting practices, increase farmer incomes, and contribute to the restoration of forests through tamanu agroforestry.

 

Through a cooperative business model, KraveBeauty ensures direct sales that empower farmers, and enhance their financial literacy and business management skills. This initiative is expected to result in more than a 50% increase in income for tamanu farmers in two provinces in Indonesia.

 

As part of its social responsibility commitment, KraveBeauty will donate 5% of sales from the limited-edition products to WEA. This contribution will directly support the growth of sustainable production within the tamanu industry while improving the livelihoods of women tamanu oil producers and contributing to the restoration and protection of forest ecosystems.

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