Way over half the fun (90% in some cases) of attending a beauty event is running into people you know. Lucky me; crossing paths with Liah Yoo at a festive holiday preview was the ultimate highlight of my quick city visit a few weeks ago. There is never enough time to catch up while browsing beauty newness, but I did subtly inquire about the US launch of The Beet Shield, the sunscreen she released in Korea earlier this year under a slightly different moniker, Beet The Sun. Liah, the nice person that she is, surprised me with a Krave delivery a few days later. Yay!
Nowhere on The Beet Shield’s packaging (primary or secondary) will you find the words ‘SPF’ or ‘sunscreen.’ Here’s why. Krave Beauty uses only newer, more advanced UV filters, which are more effective than anything we’ve seen in sunblocks before. Unfortunately, they are not yet approved by the FDA so The Beet Shield is dubbed Antioxidant Day Fluid and cannot claim to be a sunscreen. Rude.
You will also notice that the highlighted ingredients vary from those listed separately as actives in a traditional sunscreen. The Beet Shield emphasizes the inclusion of powerful antioxidants such as Beetroot Extract, Allantoin, Vitamin C, Resveratrol, and EGCG. The UV filters hitting the regulatory wall in the States are Diethylamino Hydroxybenzoyl Hexyl, Benzoate/DHHB (Uvinul A Plus), Ethylhexyl Triazone (Octyl triazone), Isoamyl p-Methoxycinnamate (Amiloxate), Bis-Ethylhexyloxyphenol Methoxyphenyl Triazine/BEMT (Tinosorb S), Polysilicone-15. In short, The Beet Shield is an SPF 50+ PA++++ tested and approved in Korea.
The aesthetic of Krave has an approachable take on everyday luxury. The Beet Shield is packaged in a slim, travel-friendly bottle, which is housed in a cute plastic pouch. Think millennial minimalism—both practical and appealing. The branding is cool and clever without trying. It’s all about the formula, however. Laser focused on innovation, results, and safety, The Beet Shield effortlessly achieves the status of a daily staple. Especially for those who seek an elegant, non-chalky sunscreen experience.
If you’re contemplating The Beet Shield, chances are you have experimented with Asian sunscreens before. You can’t escape the countless raves (mea culpa) about such iconic imports as those from Biore or Nivea. These gels are borderline weightless but some can be more drying than desirable. Most have a pronounced smell of rubbing alcohol.
The Beet Shield is a silky liqui-gel with a faint, pleasant aroma, not at all reminiscent of scents we associate with traditional SPFs. This last step to your skincare routine layers exceptionally well over serums and moisturizers and won’t leave a purple sheen behind nor the dreaded white cast. It’s truly impressive.
As someone who’s gone through multiple bottles of the La Mer SPF 50 fluid and more recently By Terry, I am confident in saying The Beet Shield feels just as luxurious while being significantly more affordable. You’ll look forward to putting it on every morning. Lastly, remember to re-apply your sunscreen every two hours (and teach me your ways).
$20 (50ml) at kravebeauty.com