If you're obsessed with simple, effective skincare, chances are you're already a fan of Krave Beauty. The brand has built a cult following by ditching overwhelming, multi-step routines in favor of clean, intentional formulas that focus on strengthening your skin barrier - and it just works.
Whether you've already tried their core lineup or just want to explore similar brands that share the same "less-is-more" philosophy, you're in the right place. Here are 17 other brands delivering that straightforward, ingredient-focused skincare vibe you’ll want to check out.
Think of The Ordinary as the science lab of skincare. Instead of fancy packaging, they focus on single-ingredient, high-potency formulas like Niacinamide or Hyaluronic Acid serums, all priced so affordably it feels like a trick (it isn't - most products are under $15). Like Krave, they're all about transparency and effective ingredients without the fluff.
Where Krave focuses on a complete, minimalist routine, The Ordinary encourages you to build your own with its à la carte offerings. It’s perfect for anyone who wants to target specific concerns like hyperpigmentation or dehydration with powerful actives. The approach is a bit more clinical, but the straightforward, honest results are a perfect match for any Krave lover.
Shop now at theordinary.com
If Krave is the cool indie brand you found online, Versed is its equally cool cousin you can find at Target. Versed delivers clean, results-driven skincare that's vegan, cruelty-free, and super accessible, with most products sitting in the $10-$20 range. Their lineup includes gentle cleansers, brightening serums, and solid moisturizers.
Like Krave, Versed is committed to simple formulations and sustainability. Their packaging even tells you how to recycle it! It's a great choice if you love Krave's no-fuss attitude but want to pick up your skincare during your weekly grocery run.
Shop now at versedskin.com
Paula’s Choice is a skincare OG known for its science-backed, fragrance-free formulations that truly deliver. While their product range is much larger than Krave's, they share a deep commitment to skin health and ingredient transparency. Their 2% BHA Liquid Exfoliant is a holy-grail product for a reason - it's gentle but incredibly effective.
Prices are a step up from Krave, typically landing between $20 and $40. If you love Krave's straightforward philosophy but are looking for more powerful, targeted treatments for concerns like acne, aging, or rosacea, Paula’s Choice is an excellent next step.
Shop now at paulaschoice.com
A star in the K-beauty world, Dear, Klairs is all about creating simple, gentle formulas perfect for sensitive skin. Their minimalist packaging and emphasis on calming, hydrating ingredients are right in line with Krave's ethos. The Supple Preparation Unscented Toner is a fan favorite for soothing and balancing the skin.
Klairs doesn't do trendy, flashy ingredients. Instead, they focus on foundational products that support your skin barrier and reduce irritation, making it a fantastic alternative for a Krave fan who wants to explore more from the world of Korean skincare.
Shop now at klairscosmetics.com
Good Molecules lives up to its name by offering high-quality, science-backed skincare at shockingly fair prices - almost everything is under $20. Born from the team behind Beautylish, the brand prioritizes transparency by showing the ingredient concentrations and testing behind their products.
Similar to Krave and The Ordinary, Good Molecules believes you shouldn't have to spend a ton of money for effective skincare. They excel at gentle yet potent serums, cleansers, and eye creams that make it easy to build a simple, results-oriented routine.
Shop now at goodmolecules.com
Another brand dedicated to demystifying skincare, The Inkey List offers single-ingredient-focused products at a drugstore-friendly price point. Their simple black-and-white packaging is all about what's inside the bottle, featuring popular actives like Hyaluronic Acid, Retinol, and Vitamin C.
If you're drawn to Krave's educational "skincare decoded" approach, you'll love The Inkey List. They make it easy for beginners and pros alike to understand what they're putting on their skin. It’s perfect for crafting a simple, customizable routine without breaking the bank.
Shop now at theinkeylist.com
If Krave grew up and got a corner office, it would be Biossance. This brand centers its formulas around 100% plant-based squalane, a superhero hydrator that mimics your skin's natural oils. Their products are clean, sustainable, and deliver visible results, feeling slightly more luxurious than Krave.
While the price point is higher (think $40-$70), Biossance shares Krave's minimalist and eco-conscious philosophy. If you're looking for simple, highly effective skincare with a more premium feel, their Squalane + Omega Repair Cream is a dream for dry, compromised skin.
Shop now at biossance.com
Herbivore is known for its pretty, shelfie-worthy packaging and plant-based, all-natural formulas. Beyond the aesthetic, their products are genuinely gentle and effective, focusing on clean ingredients without silicones, parabens, or artificial fragrances. Their skincare feels like a self-care ritual.
Like Krave, Herbivore strips skincare down to effective, high-quality essentials. If you're drawn to the clean, non-toxic side of Krave and love beautiful, minimalist design, you'll feel right at home with Herbivore's balancing oils and calming exfoliating serums.
Shop now at herbivorebotanicals.com
While best known for their iconic lip balm, Burt's Bees has a hidden gem skincare line built on simple, natural ingredients. It's affordable, accessible, and perfect for anyone who wants gentle, back-to-basics products. Their Sensitive Skin line, with its cleansers and moisturizers, is especially great.
Burt's Bees has a similar nature-first philosophy to Krave, emphasizing what you *won't* find in their formulas (phthalates, parabens, petrolatum) as much as what you will. It’s a reliable, no-frills option if you favor ingredients from nature that are kind to sensitive skin.
Shop now at burtsbees.com
Youth to the People blends superfood powerhouse ingredients with clean science to create formulas that actually work. With products like their Superfood Cleanser (a gentle cult favorite) and Kombucha + 11% AHA Exfoliation Power Toner, the brand lives at the intersection of effective, plant-based, and eco-conscious skincare. And it all comes in beautiful, recyclable glass packaging.
The vibe feels very similar to Krave: smart, ingredient-focused skincare for modern consumers who care about what's in their routine. The price point is slightly higher, but the sensorial experience and visible results are worth it if you’re looking to invest a bit more in your routine.
Shop now at youthtothepeople.com
E.l.f. has brought its affordable, vegan, and cruelty-free magic to the world of skincare, and it's seriously impressive. With hits like their Holy Hydration! face cream and Pure Skin cleanser, they prove great skincare doesn't have to be expensive. The brand focuses on clean, nourishing ingredients that work well for all skin types.
Just like Krave, e.l.f. makes shopping for skin essentials simple and fun. It's the perfect brand for anyone building their first routine or a skincare pro on a budget who appreciates smart, minimalist formulations that don't complicate things.
Shop now at elfcosmetics.com
From the same parent company as The Ordinary, NIOD (Non-Invasive Options in Dermal Science) is the seriously brainy big sister. This brand moves beyond single ingredients to focus on complex, high-tech formulations that work on the long-term health of your skin. It's skincare for the true science nerds.
While the product names and technology are a lot more advanced than Krave's lineup, NIOD shares a dedication to transparency and efficacy. If you've mastered the basics and are ready to explore the cutting edge of dermal science while sticking with a no-frills, results-driven philosophy, NIOD is where you go.
Shop now at niod.com
Tatcha transforms simple skincare into a luxurious, mindful ritual. Inspired by traditional Japanese beauty practices, their formulas focus on gentle, pure ingredients like rice, green tea, and algae. Each product feels incredibly soothing and balanced, making them a great fit for sensitive skin concerns.
While the price point is pure luxury (cleansers start around $40), the core philosophy is surprisingly aligned with Krave: respect the skin barrier and use gentle, effective ingredients. If you’re looking for a simple routine with a major touch of elegance and serenity, Tatcha is a beautiful splurge.
Shop now at tatcha.com
Glow Recipe makes skincare fun with its fruit-powered formulas and colorful pastel packaging. Known for powerhouse products like the Watermelon Glow Niacinamide Dew Drops and Plum Plump Hyaluronic Cream, they create gentle but effective treatments that smell amazing and deliver a serious glow.
Similar to Krave, Glow Recipe is rooted in the gentle efficacy of Korean beauty. They focus on clean, antioxidant-rich ingredients and avoid harsh additives. It’s perfect if you love Krave’s results but want a skincare routine that feels a little more playful and sensory.
Shop now at glowrecipe.com
Summer Fridays has mastered the art of minimalist chic. Started by influencers Marianna Hewitt and Lauren Ireland, the brand creates clean, vegan essentials designed for modern life. From their viral Jet Lag Mask to their cult-favorite Lip Butter Balm, their products are simple, effective, and look amazing on your vanity.
Just like Krave, Summer Fridays' brand promise is all about uncomplicated products that work. They skip complex routines in favor of multi-tasking heroes that soothe and hydrate. It's the perfect brand for the person looking for effortless, high-quality essentials.
Shop now at summerfridays.com
Naturium sits at the perfect intersection of affordable, effective, and science-backed. Founded by influencer Susan Yara, the brand focuses on clinically effective, biocompatible formulas that are gentle enough for most skin types. Think powerful actives like Vitamin C and Niacinamide, but in accessible and comfortable formulations.
Much like Krave, Naturium’s mission is to democratize good skincare. They're transparent about their ingredients and focus on skin health over trends. If you're looking for products that feel more premium than their price tag, Naturium delivers.
Shop now at naturium.com
Cocokind is an affordable, plant-powered brand focused on creating gentle, conscious skincare. They are super transparent about their formulations and champion supporting your skin barrier, an ethos they share directly with Krave. Their hero products include the Ceramide Barrier Serum and Oil to Milk Cleanser.
This brand is ideal for those with sensitive or challenged skin who want simple, soothing, and affordable products. They're a perfect match if you love Krave's focus on foundational skin health but want to explore another take on clean, budget-friendly essentials.
Shop now at cocokind.com
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