Kat Von D sent shockwaves through the industry when she announced today that she will be stepping down from her beauty brand, Kat Von D Beauty.
She uploaded a post on Instagram, stating that she will be selling all her shares of the brand to Kendo—the company that owns Fenty Beauty and Marc Jacobs, among other brands. She wrote in an Instagram post, “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.” Kat has been working with Kendo for more than a decade.
The brand will also be rebranded and will be called KvD Vegan Beauty “to avoid any confusion”. As of today, the brand’s Instagram page has been renamed from @katvondbeauty to @kvdveganbeauty. The profile reads:
We are now KVD Vegan Beauty. We believe in beauty positivity and cat-eyes for all. Go here for details on our relaunch: www.kvdveganbeauty.com/about
One post also announced Kat’s departure from the brand.
View this post on Instagram
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.
Kat first launched her eponymous makeup brand after being approached by Sephora in 2008. At that time, she was well-known as a tattoo artist, having appeared on various TV shows, and even held a Guinness World record for most tattoos given by a single person in 24 hours. In 2016, she announced that her products will be reformulated to be vegan. Since then, she has been a big advocate for veganism and cruelty-free makeup.
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Her products reflected her personality—the names were quirky (some even controversial) and the designs reflected her rock chic image. The brand is also known for full-coverage foundations and concealers, which could cover tattoos. Over the years, their liquid lipsticks and eyeliners also gained popularity for their staying power. In fact, the Tattoo Liner Liquid Eyeliner went viral after a woman posted a review in which her cat-eye created by the eyeliner didn’t budge after she was invovled in an accident.
Kat’s reason for stepping down from her beauty brand was to concentrate on motherhood—she has a one-year-old son—her vegan shoe line, Von D Shoes, and her music. Her album will be released in spring, after which she will go on an international tour. This isn’t her first foray into music. While managing her brand, she has lent her vocals to the song of Finnish Gothic rock band The 69 Eyes and IAMX, among others.
In 2011, she announced that she would be releasing an album, though no release date was given. Two years later, she announced on Twitter that she had finished two tracks on her album.
She wrote in today’s Instagram post, “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.”
View this post on Instagram
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!
Image: TPG/Click Photos