Kat Von D Beauty, your favourite vegan brand that is best known for its impressive range of liquid lipsticks and a much raved about eyeliner, is going through a massive change. The brand as you know it is going through a transformation because founder and owner Kat Von D is stepping down as owner.
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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 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!
This was announced on 16 January and Von D’s departure will take effect immediately; she will no longer be involved with the brand in any capacity.
Besides the change in ownership, the brand has also changed its name to KVD Vegan Beauty, effective immediately, and has announced a new logo.
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Today, our founder Kat Von D has parted ways with us, as she leaves to pursue other artistic endeavors (vegan shoe line and music). We wish her the best of luck and thank her for 12 years of partnership! We are NOW renamed and re-branded KVD Vegan Beauty – and fully owned and operated by Kendo. The same team that created our iconic and beloved products for the past 12 years (and built the empire with Kat) is ready to make history again. We still value self-expression, compassion and empowerment. To read the full press release, go to our link in bio. Thank you for your support.
According to the press release that announced her departure, Von D is leaving the beauty brand she has founded to devote more time in other creative pursuits, including her music as well as her vegan shoe brand, Von D Shoes.
“This past year has been one of great change for me,” Von D says in a statement.
“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.”
Kendo, the beauty brand incubator that also takes care of Marc Jacobs Beauty and Fenty Beauty is the sole owner of the brand now. While there is a name and logo change, the good news for fans is that the product lineup under the former Kat Von D Beauty will remain the same, and it will continue to develop new vegan and cruelty-free beauty products just like before.
Von D also says that her departure was a hard choice to make, but she is confident in Kendo’s ability to helm it. Kendo Beauty has been partnering Kat Von D Beauty since its launch 12 years ago.
KVD Vegan Beauty is available at Sephora.