Gaby and Michaela met at university in 2014 and bonded over their shared love of travel, food, animal memes and beauty.

Like many skincare lovers, they spent years chasing the next miracle ingredient, the next viral product, the next routine that promised perfect skin. The result? Shelves full of half used bottles and far more money spent than they'd like to admit.

For Michaela, the journey was especially frustrating. Living with PCOS meant navigating hormonal acne, skin sensitivity, and hirsutism while trying to make sense of an industry overflowing with conflicting advice. Every week seemed to bring a new "must have" ingredient, a new product everyone swore by, or a new thing everyone was supposedly meant to fear.

It was during this search for answers that they discovered Korean and Japanese skincare. They were drawn to the innovative ingredients and products that delivered impressive results without the luxury price tag. For the first time, skincare felt accessible, effective, and dare they say it, exciting.

But while the products stood out, the information didn't always follow.

Ingredient lists could be difficult to understand, translations were often limited, and many shoppers were still left wondering whether a product was actually right for their skin.

The deeper they went into their research, the more they realised that skincare didn't have a product problem.

It had an information problem.

Everyone was being sold buzzwords instead of explanations. Marketing claims instead of context. Ingredients were either being treated as miracle cures or demonised entirely, often without people understanding what they actually did or who they were best suited for.

That's why baeve was created.

The mission is simple: education first. baeve was born out of Gaby and Michaela's desire to help people understand what they're putting on their skin, why they're using it, and whether it's actually right for them. Because skincare shouldn't feel like guesswork, and nobody should have to spend hundreds of dollars learning through trial and error.