Kat Von D breaks from beauty brand, leading fans to question product lineup

Posted: 17 January 2020 3:40 pm

KVD Vegan Beauty Rebrand

Grab your waterproof Tattoo Liner: After 12 years, Kat Von D has stepped away from her eponymous makeup brand, now known as KVD Vegan Beauty. LVMH-owned Kendo Brands, a longtime brand partner, is now the sole owner — leading fans to question whether their beloved products will stay on shelves.

Von D announced on Instagram Jan. 16 that she sold her shares in the brand to focus on other projects. The former “LA Ink” star cited the recent birth of her son, vegan shoe launch and an upcoming album release and international tour as catalysts for the move.

“This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that,” Von D said in the post, assuring fans the transition would be “seamless.”

KVD Vegan Beauty also stated on its Instagram the brand’s committed to remaining 100% vegan and cruelty-free — and most bestselling products will stay on shelves.

“We’re keeping all of our best sellers minus a few! We have to make room for some other exciting stuff coming soon!” the brand replied to a user.

“The same team that built this empire with Kat is the same team that is leading it now,” kvdveganbeauty replied to another user asking about packaging changes.

Comments on Von D’s post were largely supportive. Many expressed excitement over the impending album release.

Von D grew the high-performance, vegan and cruelty-free beauty line to be one of Sephora’s top sellers. Bestselling products include Everlasting Liquid Lipstick in cult-classic shade Lolita, Lock-It Foundation and Concealer and Tattoo Liner — a 2018 Allure Readers’ Choice award winner and top seller.

“I want to thank Kat for helping to change the beauty industry with us,” Kendo CEO David Suliteanu said in a statement. “The products we created together have stood the test of time and become icons. Kendo, along with our global retail partner, Sephora, look forward to the continued growth of KVD Vegan Beauty under Kendo’s leadership, ownership, and direction.”

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