Celebrity tattooist Kat Von D left KVD Vegan Beauty a few months ago. Here’s what the company’s like in the aftermath.
KVD Vegan Beauty, previously called Kat Von D Beauty, was founded by a celebrity tattoo artist Kat Von D, who announced her departure from the brand earlier this year in order to pursue other vegan dreams.
From Kat Von D to KVD
The name has recently changed after KENDO became the sole owner of this cruelty-free beauty brand. KVD no longer stands for Kat’s initials but for ‘Kindness, Vegan Beauty + Discovery’.
KENDO is a beauty brand incubator also responsible for famous beauty brands like Fenty Beauty and Marc Jacobs Beauty.
Is the name the only change?
KVD Vegan Beauty is known for their ethos and belief of “making the beauty world a better place with vegan and cruelty-free makeup, kindness and cat eyes for all”.
The company promises to keep “offering its current product lineup, as well as creating new, innovative high-performance, vegan, and cruelty-free makeup for consumers”.
In 2016, the entire beauty line became 100% vegan. The new goal for KENDO is to turn to packagings that are more sustainable.
KENDO and Kat Go Way Back
KENDO and Von D previously collaborated for twelve years, bringing statement and everyday makeup without paying the price of animal cruelty.
Kat left the brand after giving birth to a baby boy and launching a new vegan shoe line called Von D Shoes.
“As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity,” Kat said in an Instagram statement.
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This past year has been one of great change for me. As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and am now busy prepping to release my long awaited album in the Spring, followed by an international tour! As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity. It’s hard to admit this, since I’ve always said “You can do everything and anything.
” But I don’t think admitting one’s limits is a bad thing. With that said, I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 years. 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. The transition for you, my loyal customers, will be seamless. In order to avoid any confusion with such a big change,
Kat Von D Beauty
Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty. I’d like to thank my beloved fans+followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to. I was able to create a makeup line that made outsiders like me feel like we
have a place in this “beauty” world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not. And I just couldn’t have done any of this without you! Lastly, thank you for understanding+respecting my choice, as it was a difficult one to make, but one I am proud of regardless, and am confident that the team will continue the KvD legacy! Here’s to many, many more years of KvD Vegan Beauty!
What Beauty Products Can I Buy?
Kat Von D Beauty launched back in 2008 with four debut high pigment red lipsticks. Now they offer more than 250 beauty products across different categories, ticking all the boxes necessary for full-face makeup.
The vegan beauty collection doesn’t only include products for face, eyes and lips, but also features brushes and fragrances. It is sold globally around 36 countries and mainly with one of the world’s biggest beauty retailers, Sephora.
Eyeliner that lasts
Their worldwide bestselling product is an award-winning eyeliner, Tattoo Liner, which promises “all-day long wear that’s waterproof and smudge-resistant”.
The eyeliner comes in two shades: ultra-black, called “Trooper Black”; and chocolate brown, called “Mad Max Brown”.
Matte Liquid Lipstick
Another favourite product among customers is Liquid Lipstick, which “launched a revolution”. The matte lipsticks redefined the modern use of lipsticks by bringing a matte look that lasts. KVD Vegan Beauty claims to be responsible for this.
It comes in 33 shades, offering every single colour and shade you can think of.
Everyone has their favourite mascara. It’s one of the old-time favourites that ties every look together. But for vegans, it’s one of those trickier products whose cruelty-free ranges are not easy to get their hands on, as many contain beeswax.
KVD Vegan Beauty has got you covered with a vegan mascara powered by plant-based fats called Go Bir or Go Home. This ultra-dark coloured product “doesn’t smudge and lasts all day”.
40 shades of foundation
Another must is a foundation. Finding the right tone that matches your skin perfectly and feels light can be difficult.
KVD’s True Portrait Medium Coverage Shake Foundation comes in 40 different shades, making the hunt for effortlessly perfect complexion easier. It’s “ideal for normal to oily skin types” with a promise of no pore-clogging.
Lolita the Signature Shade
Nude shades became a hit couple of years ago and KVD didn’t stay behind and created Lolita.
It seems that this chestnut-rose shade has become everyone’s favourite nude colour. Lolita is KVD’s most selling shade sold in lipsticks, lip liners, eyeliners and eyeshadows.