Kraum was founded in 2025 by Annie Kreighbaum; a longtime beauty creative, editor, podcast host, and entrepreneur who notably helped shape Glossier during its defining early years. With Kraum, Kreighbaum brings her sharp editorial eye to makeup tools, beginning with a collection of meticulously designed micro brushes handmade in Japan. Conceived as an antidote to “fast beauty,” the brand champions considered objects, enduring craftsmanship, and a slower, more intentional approach to getting ready. Kreighbaum also wrote and illustrated Kraum’s detailed instructional manual herself, reflecting her belief that a great tool should come with the knowledge to use it well.